Google Ads has rolled out new updates to Performance Max (PMax) campaigns, giving advertisers more control over customer targeting and creative assets. These new features aim to help brands maximize customer lifetime value and improve ad performance through smarter bidding and flexible image enhancements.
Here’s a breakdown of what’s new:
1. Customer lifecycle goals: Acquire, retain, & win back customers
Google has expanded its Performance Max goals to better support full customer lifecycle marketing — from acquisition to retention.
New features include:
→ Retention Goals (now fully available):
Bid more aggressively to re-engage lapsed customers — especially those with higher lifetime value (LTV). You can now identify and prioritize your most valuable returning customers directly in PMax campaigns.→ Customer Acquisition Cost (CAC) Reporting:
A new column in campaign reports lets advertisers track CAC performance more easily, helping optimize budget allocation between acquiring new customers vs. retaining existing ones.
2. Enhanced image controls: More flexibility & automation
Google Ads is also giving advertisers new options for managing creative assets inside PMax campaigns.
New image features include:
→ Landing Page Image Sourcing:
When enabled, Google Ads can automatically pull images from your landing pages if it detects an opportunity to boost performance. Advertisers still have full visibility and can remove any unwanted images — or opt out entirely.→ Image Enhancements:
Performance Max can now automatically create additional versions of your images (e.g., cropped variations) to unlock new inventory placements and improve results.
Coming soon:
Google announced plans to roll out even more creative tools, including:
Uncropping images
Animating static images
These future updates will help advertisers increase their creative variety and reach more audiences without manually producing additional assets.
Want more content like this?
Don’t miss out on the latest news and updates from the world of Direct Response advertising! Subscribe to our newsletter today 👇
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session:
Like this post? Let's continue the conversation!
Get in touch with us by shooting us a quick email or tagging us on LinkedIn or Instagram, and sharing your thoughts. Your feedback helps us keep our blog relevant and interesting.
Get Our Newsletter
Need Help?
Get in touch with us for an insightful evaluation of your ads + actionable tips to help amp up your direct response revenue
