Question

Where can I access the new Performance Max features(Google's August 2025 update) like device targeting and age exclusions, and are they available in the Google Ads UI?

Answer 1

As of now, the newly launched Performance Max (PMax) features from the August 2025 update, including device targeting, negative keyword lists, and age range exclusions are not available in the Google Ads UI. These capabilities are exclusively accessible through the Google Ads API.

Here's what you need to know:

Device Targeting
You can now specify which devices (mobile, desktop, tablet) your PMax ads appear on, but only by using the API. You’ll need to use the DeviceInfo criterion during campaign setup.

Negative Keyword Lists
Instead of manually adding negatives ad hoc, you can now apply full negative keyword lists to PMax campaigns via the NegativeKeywordListInfo object in the API.

Age Range Exclusions
Advertisers can exclude specific age groups from PMax targeting by using AgeRangeInfo as a negative criterion, again, via the API only.

How to Access Them

1. Use Google Ads API v15 or higher (these features are supported across all current versions).

2. Implement the respective objects (e.g., CampaignCriterionService) in your API workflow.

3. Refer to Google’s updated developer docs for implementation syntax.

If you’re managing campaigns directly in the Google Ads UI, you won’t see these options yet. For now, they’re API-only features meant for developers, agencies, or advertisers with custom automation.