Performance Max Update: Google Ads Expands Search Themes Capacity

Google Ads is taking another big step forward with its latest Performance Max update, and marketers everywhere should take notice. In a move that offers more flexibility and smarter targeting, Google has expanded the Search Themes capacity from 25 to 50 per asset group. This isn’t just a technical change; it’s a shift that gives advertisers more control in a campaign format often seen as overly automated.

Now, with this update, businesses can include a wider range of keywords, product categories, and search intents to help guide Google’s machine learning in the right direction. Whether you’re managing an eCommerce catalogue or running lead generation campaigns, this update can help your ads become more relevant—and ultimately, more effective.

Let’s explore how this change reshapes campaign strategy, unlocks more relevant targeting, and helps you stay one step ahead in the world of automated advertising.

Search Themes Just Got Smarter with More Context

Search Themes are a way for advertisers to help Google understand the searches they want their ads to appear for. It’s like giving Google clues or signals about your business, so it can better match your ads with the right people.
For example, if you sell kitchenware, you might add themes like “non-stick frying pans,” “baking trays,” or “ceramic knife sets.” These help Google decide where and when to show your ads.

Changes in This Update

Until now, advertisers were limited to 25 Search Themes per asset group. With this update, Google has expanded the limit to 50 themes. That’s twice as much space to describe your products, services, and business categories in detail.
This change allows advertisers to share more context, cover a broader range of search intents, and support better ad placements. Whether promoting multiple product types or targeting a diverse customer base, this extra capacity helps you reach more people.

Reasons Expanded Capacity Matters for Marketers

For many marketers, the previous limit of 25 themes felt tight, especially when managing campaigns with large product catalogs or seasonal variations. Choosing only a few focus areas often meant ignoring valuable keywords or customer needs.
Now, with up to 50 themes available, you no longer have to choose between broad and specific. You can include general product categories, niche keywords, and campaign-specific terms reflecting customer behavior.

Real-World Example: How This Helps

Let’s say you own an online pet store. Before, you could only list a few types of items you sell. But now, with up to 50 themes, you can list:

• “dog food for puppies”
• “organic cat treats”
• “eco-friendly dog toys”
• “Slow-feeder dog bowls”
• “Natural flea spray for cats”

This helps Google show your ads to people searching for these specific things.

This added capacity leads to smarter targeting, fewer wasted impressions, and better campaign performance, especially for advertisers who take the time to build thoughtful, well-organized themes.

Importance of Campaign Control and Relevance

One of the largest issues marketers have had with Performance Max is that it can sometimes feel like it’s too much of a black box. While it’s a robust system, users sometimes feel like they don’t have control over where and when their ads show up or the keywords that trigger them anymore.

This update is a step in the right direction to fix that.

With additional search topics, you can give Google more context regarding your business objectives. Rather than allowing the algorithm to make an educated guess, you’re now providing clear, deliberate ideas of what your audience is interested in.

This clearly doesn’t supplant automation, but it complements it. You still use Google smart bidding, real-time placements, and multi-channel delivery. Still, you now give more overt signals so your ads will show up in the appropriate places for the right searches.

This is a move toward more strategic automation, not less.

The Role of First-Party Signals in the New Search Themes

Another important piece of the puzzle is how Google combines Search Themes with your first-party data. That means using information from your website visitors, app users, or past customers to guide when and where ads appear.

For example:

• If someone visits your website and looks at winter jackets,
• And you have a search theme like “warm jackets for snow,”
• Google may show your ad when they search for “best winter coat for skiing.”

By mixing your customer data with the new, expanded search themes, you give Google a clearer idea of what to show—and to whom. This helps your ads feel less random and more personal.

Automation Without the “AI Feel”: Writing Ad Copy That Connects

Even with all the assistance from automation, one thing remains more important than ever: your message.
Here’s something to keep in mind: automation is wonderful, but your ad still has to sound human.
If your ad sounds too automated, people won’t click—or they’ll bounce in a hurry. That’s not good for your performance or your brand.

Writing Human-Focused Ads:

Use plain words.

• Say: “Easier way to clean your house.”
• Not: “Revolutionary home sanitation solution”

Talk about actual issues.

• Say: “No more messy phone cords.”
• Not: “Cutting-edge cable management technology”

Match the tone to the customer.

You don’t need to sound like a tech firm if your customer is a frazzled parent. Be warm, concise, and helpful.

It’s more like you dictate the voice. Google dictates the delivery.

Bottom Line

The increase of Search Themes from 25 to 50 might look like a minor adjustment on paper, but it indicates a more profound change in how Performance Max is developing.

Google is providing marketers with more ways to steer automation, without sacrificing effectiveness. The update bridges the gap between human strategy and machine learning. It lets you incorporate more relevant signals, engage more with your audience, and make ads that resonate.

Also Read: The Impact of AI and Machine Learning on Pay for Performance SEO

In order to get the most out of this update, marketers need to spend some time reviewing and broadening their existing themes. Consider carefully what your customers are looking for. Use a combination of broad and narrow terms. Use insights from your website traffic, sales patterns, or seasonal patterns.

And most importantly, keep your copy fresh, clean, and human. However clever the system gets, your audience still reacts to actual words and actual value. It’s high time to go back to your Performance Max setup, dig into the new theme features, and begin crafting campaigns that feel smarter, more useful, and more human.

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