Google Ads Pmax Campaign Level Negatives Update 2025

Big Pmax News! Looks like 𝐏𝐦𝐚𝐱 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐋𝐞𝐯𝐞𝐥 𝐍𝐞𝐠𝐚𝐭𝐢𝐯𝐞𝐬 𝐚𝐫𝐞 𝐫𝐨𝐥𝐥𝐞𝐝 𝐨𝐮𝐭 𝐧𝐨𝐰 𝐨𝐮𝐭𝐬𝐢𝐝𝐞 𝐨𝐟 𝐭𝐡𝐞 𝐔𝐧𝐢𝐭𝐞𝐝 𝐒𝐭𝐚𝐭𝐞𝐬. This screenshot was shared by Helen Gietmann and shows probably a German account.

First screenshot was shared already showing a US account with campaign level negatives, now this update seems to have arrived also in Europe.

The Pmax campaign level negatives were announced by Google a couple of months ago and are long overdue and very welcome for all Pmax advertisers.

However, don't get over excited, there are 𝐬𝐨𝐦𝐞 𝐥𝐢𝐦𝐢𝐭𝐚𝐭𝐢𝐨𝐧𝐬:

👉 Performance Max negative keywords are applicable to Search and Shopping inventory only.
👉 Negative keyword lists aren’t available to use in your Performance Max campaigns.
👉 A maximum of 100 negative keywords can be applied at the campaign level.

You find the negative keyword section under:
"Audiences, keywords, and content" drop down and then on "Keywords"

Let's see if Google is just testing with 100 negatives per campaign and will later expand the threshold or not.