Google is adding Waze ads to Performance Max campaigns for store goals in the United States and expanding channel performance reporting across Performance Max You can read the full update from Google here.
What’s new
- Google has enabled Waze-ad placements within Performance Max campaigns that have a “store goals” objective (U.S only for now). Waze ads will show as Promoted Places on navigation pins.
- No extra creative upload is required, Performance Max will use existing assets and optimize for outcomes like Store Visits, Store Sales or Local Actions (e.g directions).
- Google is also rolling out “channel performance reporting” for Performance Max, giving advertisers clearer insight into which channels (search, display, Waze etc) their ads are running on.
- Additional features are coming soon, reporting on search partner placements, and access to these channel reports from manager (MCC) accounts.
How these updates will make an impact
These impacts will help people increase the reach of those who are already near your locations. Businesses will also be able to see enhanced reporting. This includes channel level visibility making it easier to evaluate how each surface contributes to outcomes, compared ROI and more accurate budget adjustments.
Google plans to expand the Waze inventory beyond the U.S. in 2026, so keep an eye out on news at AdPilot!
