P.Max Google Ads Expansion of Negative Keyword Limits

Google Ads continues to respond to advertisers’ needs by improving its tools for campaign optimization. One of the most recent and highly anticipated updates is the change in the negative keyword limit for Performance Max (P.Max) campaigns. This update brings a major improvement that not only gives advertisers more control over campaign performance but also opens new opportunities for optimization.

Before this important change, advertisers running P.Max campaigns faced a significant limitation that made managing negative keywords more difficult. The previous cap of 100 negative keywords per campaign was too low for many advertisers. As a result, they were unable to effectively exclude all irrelevant or underperforming search terms that triggered their ads. This often led to higher costs and lower ad relevance, negatively impacting campaign performance.

In response to advertiser feedback, Google has now raised the limit for P.Max campaigns to 10,000 negative keywords per campaign. 

This update is expected to be well-received, as it gives advertisers significantly more flexibility when setting up their campaigns. It also allows for greater control over where and when their ads appear—leading to more efficient budget use and improved performance.

The new limit also aligns Performance Max campaigns with standard Search campaigns, which have long allowed up to 10,000 negative keywords. This means advertisers now get the same level of control in P.Max campaigns, which combine various ad formats, as they do in Search campaigns.

For advertisers, this new limit represents a major opportunity to efficiently eliminate non-performing queries that don’t lead to valuable conversions—and focus on those that truly deliver results.

However, it’s important to use negative keywords carefully. Overuse or overly restrictive settings can hinder the algorithm’s ability to identify relevant conversions. That’s why it’s still recommended to regularly monitor campaign performance and manage negative keywords thoughtfully.

Alongside Google’s update bringing greater flexibility with negative keywords, BlueWinston is soon launching a new solution to help you manage your P.Max campaigns even more effectively. The BlueWinston P.Max Underperforming Search Term Remover is a tool that automatically identifies and removes low-performing search terms. This not only optimizes your campaigns but also saves you time by eliminating the need to manually manage negative keywords.

The tool works by detecting search terms that don’t deliver the expected results, marking them, and—if necessary—excluding them directly within your P.Max campaigns. In practice, this means you’ll no longer need to spend hours manually analyzing data, making campaign management significantly easier and more efficient.

The increase in the negative keyword limit is a significant step toward greater control over P.Max campaigns. While this update provides more flexibility in campaign management, BlueWinston takes it a step further. Our platform offers advanced optimization tools that help you streamline your campaigns and achieve even better results.

Follow us to stay updated on the latest innovations. In the meantime, try our Product Labelizer, which can boost campaign performance by up to 30% on average.

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