Google Ads is significantly increasing the negative keyword limit for Performance Max (PMax) campaigns, raising the cap from 100 to 10,000 per campaign, aligning with Search campaigns.
By the numbers:
- Previous cap: 100 negative keywords per PMax campaign
- New cap: 10,000 negative keywords per PMax campaign
- Rollout timeline: Next few weeks for all PMax advertisers
Why we care. Advertisers had expressed frustration that the previous 100-keyword limit was too restrictive, limiting control over where their ads appeared. The update provides greater flexibility while maintaining campaign effectiveness.
The big picture: Google Ads Liaison, Ginny Marvin says the cap ensures system flexibility while giving advertisers more control, in her update on X. She also advises using negative keywords carefully to avoid limiting conversions.
What’s next: Google is working on further enhancements, including support for negative keyword lists in PMax later this year. Advertisers can also use tools like brand exclusions and account-level negative keywords for additional control.
New on Search Engine Land
About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.