How to Use Negative Keywords in Performance Max Campaigns 2025

Google has finally rolled out a highly-requested feature for Performance Max (PMax) campaigns: campaign-level negative keywords. Previously, advertisers could only add negative keywords at the account level—often requiring assistance from a Google rep. Now, PMax campaigns allow for more precise control over search and Shopping traffic.

In this guide, we’ll cover:

• How to add negative keywords to Performance Max campaigns
• Current limitations and upcoming improvements
• Why this update matters for your advertising strategy

How to Add Negative Keywords to Performance Max

1. Navigate to Your PMax Campaign
   • Log into Google Ads and select your Performance Max campaign.
2. Go to the Keywords Section
   • In the left-hand menu, click “Audiences, keywords, and content” → “Keywords”.
   • If you don’t see this tab, the feature may not yet be available in your account (it’s still rolling out).
3. Add Negative Keywords
   • Click the blue “+” button → “Add negative keywords”.
   • Choose “Campaign” (asset group and account-level negatives are not yet supported).
   • Enter your negative keywords (all match types apply).
   • Click “Save”.

⚠️ Note: Negative keywords in PMax only apply to Search and Shopping inventory—not Display, YouTube, or other placements.

Current Limitations & Upcoming Improvements

1. No Negative Keyword Lists (Yet)

• Unlike Search campaigns, you can’t apply a pre-made negative keyword list to PMax.
• Good news: Google has confirmed that negative keyword lists will be supported later this year.

2. Increased Negative Keyword Limit

• Initially, Google planned a 100-keyword limit per PMax campaign, but after advertiser feedback, they’re increasing it to 10,000 negatives per campaign (matching Search campaigns).
• If you see a lower limit now, expect an update soon.

Why This Update Matters

1. Prevent Cannibalization of Search Campaigns

• PMax and Search campaigns often compete for the same queries.
• Now, you can steer traffic to the right campaign (e.g., keep high-intent keywords in Search).

2. Better Brand Control

• Previously, adding brand negatives at the account level blocked them everywhere.
• Now, you can exclude brand terms from PMax while allowing them in Search or Shopping.

3. Improved Product & Messaging Targeting

• Avoid overlap between PMax and Shopping campaigns by excluding specific product terms.
• Ensure the right ad messaging appears for the right queries.

Final Thoughts

This update gives advertisers more control over Performance Max, making it easier to optimize alongside Search and Shopping campaigns. While there are still some limitations (like no negative keyword lists yet), Google is actively improving PMax based on feedback.

Have questions? Drop them in the comments!