Google has updated Performance Max functionality, introducing full support for negative keywords.
In the B2B tech sector, where lead costs are high and the sales cycle is long, precise and professional Google Ads setup is essential for driving meaningful business results. With today’s update, advertisers gain even greater control over traffic quality and campaign performance.
This marks a significant shift, allowing B2B advertisers to scale more efficiently, reduce spend on irrelevant clicks, and improve lead quality.
Negative keywords in PMax
Performance Max campaign in Google Ads was previously highly automated. It aggregated signals across channels: paid search, display, Gmail, YouTube; and allocated budget dynamically. However, manual control was limited, especially due to the lack of negative keyword support.
That’s now changed.
Advertisers can now:
- Analyse PMax search terms
- Add negative keywords at campaign level
- Exclude irrelevant queries
This opens new doors for B2B companies aiming to take tighter control over traffic quality and reduce cost per lead.
Why it matters for B2B Tech advertisers
In technical verticals like SaaS, AI, and FinTech, the ideal customer is rarely a casual browser — they’re informed decision-makers with specific expectations. PMax campaigns help reach them across the entire Google ecosystem, not just through search. But without negative keywords, ads could easily serve broad, low-intent audiences.
Now, with negative keywords available, you can:
- Filter out irrelevant search queries
- Optimise budget allocation
- Improve lead relevance
- Reduce cost per acquisition
Our approach to PMax in B2B Tech
- Export and review PMax search terms
- Identify and exclude irrelevant queries
- Tailor ad setup to align with your business goals
- Refine audience signals and creatives
- Continuously test and optimise campaigns to reduce CPL and boost lead quality
- Enable scalable, controlled B2B growth
Ready to Scale your B2B Tech Business with Google Ads?
We can help:
- Audit your current Google Ads account
- Set up or restructure your PMax campaigns
- Continuously optimise for performance
- Provide expert, results-driven ad management
Get in touch if you’re looking for a reliable partner and a high-performing channel for consistent B2B lead generation.