Google Performance Max Now Includes Waze Ads & Reporting
▼ Summary
– Google is integrating Waze ads into Performance Max campaigns for store goals in the U.S., using existing assets to optimize for store visits and local actions.
– Waze ads will appear as Promoted Places in navigation pins, targeting users during last-minute trips and holiday journeys to capture on-the-go intent.
– Channel performance reporting is being enhanced to provide clearer visibility into where Performance Max ads run, including search partners and manager account access.
– These updates help reach people navigating near store locations and allow for better ROI comparison and budget adjustments across channels.
– Google plans to expand Waze inventory beyond the U.S. in 2026 and advises monitoring direction requests and store visits for performance insights.
Google has integrated Waze advertising into its Performance Max campaigns for store-related objectives in the United States, while also enhancing channel performance reporting capabilities. This development allows marketers to leverage Waze placements directly within their existing campaign structures, using current creative assets without needing additional uploads.
Waze ads will now display as Promoted Places within navigation pins, targeting users actively traveling near physical store locations. The system automatically optimizes these ads to drive measurable actions like Store Visits, Store Sales, or Local Actions such as requesting directions. Google frames this integration as a strategic expansion of its Local Ads offerings, intended to capture consumer intent during spontaneous local trips and extended holiday travel.
Alongside the Waze integration, Google is rolling out improved channel performance reporting. This feature provides advertisers with a clearer breakdown of where their Performance Max ads are being displayed. In the near future, dedicated reporting for search partners will become available, and manager accounts will gain direct access to channel performance data. Recent upgrades also include bulk reporting and download options, plus the ability to segment results for more detailed performance analysis.
The inclusion of Waze inventory is particularly valuable for store-goal campaigns, enabling businesses to connect with potential customers who are already navigating in proximity to their locations. On the reporting front, channel-level insights allow for better evaluation of each advertising surface’s contribution to overall outcomes. Advertisers can now compare return on investment across different channels and make informed budget adjustments based on concrete data rather than estimates.
Looking forward, Google intends to expand Waze inventory availability beyond the United States starting in 2026. Marketers should monitor key performance indicators like direction requests, in-store visit metrics, and offline sales after activating Waze placements. For reporting, attention should focus on the upcoming search partner performance breakdown and multi-client account access, which will simplify cross-account performance reviews during high-traffic seasonal periods.
(Source: Search Engine Journal)
