November 2025 Google Ads Update – Waze Integration & Channel Reporting for PMax

Granular analysis and first look

As part of ongoing efforts to make Performance Max (PMax) campaigns more transparent and effective, Google has introduced two major updates this November. These changes, now live for U.S. advertisers, impact how your campaigns show on mobile navigation apps and how much insight you get into channel performance. If you’re running or considering Performance Max for retail goals this holiday season, these changes are worth your attention.

What’s Changing?

Google is now extending PMax reach by integrating Waze ads inventory into Performance Max for store goals campaigns. Businesses using these campaigns in the U.S. can now show as “Promoted Places in Navigation” pins on Waze maps, helping drive real-world visits.

What You Need to Know:

• No extra setup required: Google will automatically use your existing PMax assets to optimize for store visits, local actions, or store sales.
• Live in the U.S.: This feature is already rolling out and will expand to other markets in 2026.
• Built for holiday foot traffic: Especially useful during peak travel and last-minute shopping periods.

Strategic Impact:

For advertisers with physical locations, this is a low-effort, high-impact update. It expands your omnichannel strategy and helps capitalize on mobile intent signals in real-time.

New Channel Performance Reporting in PMax

In a long-awaited move toward transparency, Google has added channel performance reporting to all Performance Max campaigns. This includes visibility into how your ads perform across channels like:

• YouTube
• Display
• Search
• Discover
• Gmail
• Maps
• Search Partners (coming soon)

You’ll also be able to access this reporting at the manager account (MCC) level, streamlining reporting across multiple accounts.

Additional Reporting Enhancements:

• Segment performance by channel
• Bulk download and reporting (launched in September)
• Easier account-wide insights for agencies and large advertisers

Why It Matters:

Advertisers have been requesting more control and visibility within PMax for years. With these changes, you’ll get actionable channel-level data to refine creative, budget allocation, and campaign strategy.

Key Takeaways

• Waze ads are now part of PMax for store goals in the U.S., driving in-store visits through map-based pins with zero extra setup.
• Channel performance reports are now available in all PMax campaigns, with search partner data and MCC-level access rolling out soon.
• These updates make PMax more transparent, scalable, and locally effective—especially heading into the holidays.
• Advertisers using store visit goals should monitor Waze performance and optimize assets accordingly.

Google’s latest Performance Max improvements address two major advertiser needs: more real-world foot traffic and clearer insight into campaign performance. By expanding to Waze and unlocking deeper reporting, Performance Max continues to evolve into a more robust full-funnel tool. As always, Granular is here to help you navigate these changes and fine-tune your paid media strategy.