Google Ads expands Search Themes limit in Performance Max
Google has expanded the Search themes limit in PMax campaigns to 50, giving advertisers greater control over campaign targeting while maintaining automation.
Google has doubled down on its automation-first strategy with a key update to Performance Max (PMax) campaigns: some advertisers can now add up to 50 Search themes.
Why we care. This update gives advertisers more flexibility and control in guiding Google’s AI-powered targeting. Search themes, which help steer PMax toward relevant search traffic, are increasingly critical for advertisers looking to influence automation without relying on traditional keywords.
Catch up quick. Search themes act as keyword-like signals to help Performance Max campaigns align with user intent. The limit started at 10, was raised to 25 in late 2023, and now sits at 50.
Between the lines. Some advertisers had complained that the previous 25-theme cap was too restrictive, especially for accounts with broad product lines or diverse customer segments. Google’s move appears to respond directly to that feedback.
What’s next. Watch for marketers to experiment with the added flexibility. Expect updated best practices on theme grouping, testing strategies, and how to prevent overlap with existing Search or Shopping campaigns.
First seen. This update was first spotted Google Ads Specialist Pronay Roy then shared by Thomas Eccel on LinkedIn.
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