Google Performance Max Introduces Waze Ads And Channel Reporting

Google Performance Max introduces Waze ads and channel reporting tools, giving advertisers deeper insights and expanded reach across Google’s ad ecosystem.

Google has introduced two significant updates to its Performance Max campaigns, aiming to boost store goal conversions and improve campaign transparency for advertisers.

Waze Ads Integrated for Store Goal Campaigns

In the U.S., advertisers running store goal campaigns on Performance Max can now reach customers through Waze ads displayed as “Promoted Places in Navigation” pins.

This new placement captures users’ on-the-go intent, especially for last-minute trips and holiday journeys, without requiring advertisers to upload new creatives.

Performance Max automatically optimizes existing assets to drive Store Visits, Store Sales, or Local Actions such as Directions.

This integration extends Google’s Local Ads strategy by targeting consumers actively navigating near store locations, enhancing the relevance and timing of ads during critical shopping moments.

Expanded Channel Performance Reporting

Google has also rolled out enhanced channel performance reporting features across Performance Max campaigns.

This update gives advertisers clearer visibility into the specific channels where their ads appear, including Google’s Search partners, with dedicated reporting for these partners to launch soon.

Additional improvements include bulk reporting options, downloadable reports, and segmentation tools, allowing for deeper analysis and more informed budget decisions based on channel-level ROI.

Why These Updates Matter

With Waze ads, store-focused advertisers gain access to a high-intent audience already navigating near their locations, improving the chances of driving in-store visits.

Enhanced channel performance reporting addresses longstanding transparency challenges, enabling advertisers to evaluate the effectiveness of each placement and better allocate budgets.

By providing manager account (MCC) access to channel reporting, Google streamlines cross-account campaign management, especially useful during peak retail seasons.

Expansion and Monitoring

Google plans to expand the availability of Waze inventory internationally in 2026, broadening the opportunity for advertisers worldwide.

Marketers should watch for shifts in direction requests, Store Visits, and offline sales as Waze ads become integrated.

Meanwhile, upcoming features like search partner reporting and enhanced MCC access will provide further visibility and efficiency in managing Performance Max campaigns.

Bottom Line

These improvements reflect Google’s ongoing effort to blend automation with advertiser control. For brands aiming to maximize offline conversions this holiday season, leveraging Waze ad placements in Performance Max offers a timely, strategic advantage.