Google Ads Adds Device Targeting to Performance Max Campaigns
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.
Table of Contents
Here are 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.
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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.
FAQs:
Performance Max (PMax) is a goal-based Google Ads campaign type that lets advertisers access all Google inventory from a single campaign. Google PMAX Management Services use it to drive conversions across Search, Display, YouTube, Discover, Gmail, and Maps.
Device targeting allows advertisers to control which devices—such as mobile, desktop, or TV screens—can show their ads, bringing traditional Adwords device targeting logic into the automated PMax environment.
This update enables strategic PMax device exclusions, helping advertisers stop wasting budget on devices that do not convert, such as TV screens for direct-response campaigns.
Yes. By applying Google Ads PMax device targeting controls, you can remove underperforming devices and concentrate spend on platforms that actually generate conversions.
Yes. From global brands to local Performance Max Atlanta campaigns, device targeting ensures ads appear in the most relevant context for your audience.
Absolutely. Google Ads PMax device targeting reduces the “black box” nature of Performance Max, giving advertisers more transparency and control.
Yes. Applying PMax device exclusions will reduce reach by removing certain devices, but this usually improves traffic quality and overall return on ad spend.
Yes. With expert Google PMAX Management Services, advertisers can prioritize high-converting devices—such as desktops for B2B campaigns—to boost efficiency and conversions.
Yes. This feature is rolling out globally, allowing all advertisers to apply traditional Adwords device targeting strategies to their Performance Max campaigns.
