Google Ads adds device targeting to Performance Max campaigns

48 views

Google Ads has now added a new feature that lets us choose which devices our ads in Performance Max (PMax) campaigns will show on. Before, we couldn’t control this at the campaign level. Now, we can include or exclude specific devices based on our needs.

This new setting is found inside the PMax campaign options. It gives us better control, which many marketers have been asking for. We can now manage and improve our campaigns more easily.

Here’s what devices we can target:

  • Computers: Desktop or laptop computers with screens larger than 7 inches
  • Mobile phones: Small handheld phones
  • Tablets: Handheld devices without calling features
  • TV screens: Smart TVs, gaming consoles, and devices like Chromecast (only for Display and Video ads)

Why this matters:

This feature lets us make smart choices. For example, we can remove TV screens from B2B campaigns if they don’t bring good results. Or we can focus on mobile users who are always on the go.

This helps improve performance and return on investment (ROI).

For a long time, we couldn’t control which devices saw our PMax ads. This update solves that problem and helps us better match our ads to our business goals and the way our customers use devices.

Here are a few ideas from marketers:

  • B2B campaigns can skip TV screens and focus on work-related devices
  • Brands can make mobile-only ads to match mobile-friendly web pages
  • Campaigns can be shaped around how people behave on different devices

What to look out for

We’ll need to see how many advertisers start using this feature. It will also be interesting to watch if Google continues to give us more ways to customize PMax campaigns.

Where was this first seen?

This update was first shared by Thomas Eccel, head of Google Ads at JvM IMPACT, on LinkedIn.

Partner with our Digital Marketing Agency

Ask Engage Coders to create a comprehensive and inclusive digital marketing plan that takes your business to new heights.

Contact Us

The takeaway:

This is a good step forward. Google is slowly giving us more control over PMax while still using smart automation to power the campaigns.

Share this post