Google is expanding Performance Max (PMax) campaigns with the addition of Waze ads for store-focused goals in the U.S., along with broader channel performance reporting. Search partner reporting and manager account access will be available soon. No additional setup is needed.
Waze Ads in Performance Max for Store Goals
Waze placements can now appear as Promoted Places on navigation pins. There’s no need to upload new creatives—Performance Max will use your existing assets and optimize for Store Visits, Store Sales, or local actions like Directions.
Google describes this as an extension of Local Ads, designed to capture users’ on-the-go intent during short trips or longer holiday journeys. This helps advertisers reach potential customers who are navigating near their physical locations.
Channel Performance Reporting
Channel performance reporting provides greater visibility into where your Performance Max ads are running. This allows you to better understand which surfaces contribute most to your campaign goals.
Upcoming updates include:
- Dedicated reporting for search partners
- Access to channel performance reports from manager accounts (MCCs)
- Bulk reporting, downloadable data, and segmentation options for deeper analysis
Why It Matters
Integrating Waze inventory into store-goal campaigns helps reach consumers who are actively near your locations. At the same time, enhanced channel-level reporting simplifies ROI evaluation across platforms, enabling smarter budget allocation and optimization.
Looking Ahead
Google plans to expand Waze inventory to markets outside the U.S. in 2026. Once Waze inventory is enabled, advertisers should monitor metrics like direction requests, Store Visits, and offline sales. Additionally, the upcoming search partner reporting and MCC access will make cross-account campaign management easier during peak seasons.
