Google has expanded Waze Ads beyond the United States, making the advertising option available across 42 countries.
The change was spotted in Google’s updated Performance Max help documents in the Google Ads Help Center.
Previously, Google said Waze Ads were only available in the United States. However, the updated documentation now confirms that Waze Ads are available across several global markets through Performance Max campaigns.
This is an important update for businesses that use Google Ads to reach customers who are driving, visiting physical locations, or searching for nearby stores.
Google Updates Its Waze Ads Documentation
Google has changed the wording in its Performance Max documentation.
Previously, the document said:
Waze Ads are currently available only in the United States through Performance Max for store goal campaigns bidding to Store Visits, Store Sales, or Local Actions Directions.
The updated version now says:
Waze Ads are currently available across select global markets through Performance Max for store goals campaigns bidding on Store Visits, Store Sales, or Local Actions Directions. Supported countries are listed below:
This means advertisers in many more countries can now potentially reach Waze users through Performance Max campaigns focused on physical store activity.
The updated section can be seen in this:
Waze Ads Are Now Available in 42 Countries
According to Google’s updated documentation, Waze Ads are now supported in the following countries:
- United States
- Canada
- Brazil
- Mexico
- Colombia
- Argentina
- Chile
- Australia
- Malaysia
- Israel
- United Kingdom
- Austria
- Belgium
- Bulgaria
- Croatia
- Cyprus
- Czechia
- Denmark
- Estonia
- Finland
- France
- Germany
- Greece
- Hungary
- Iceland
- Ireland
- Italy
- Latvia
- Liechtenstein
- Lithuania
- Luxembourg
- Malta
- Netherlands
- Norway
- Poland
- Portugal
- Romania
- Slovakia
- Slovenia
- Spain
- Sweden
- Switzerland
The expansion gives advertisers access to Waze inventory across North America, South America, Europe, Australia, and parts of Asia.
How Do Waze Ads Work With Performance Max?
Waze Ads are available through Performance Max campaigns for store goals.
According to Google’s documentation, advertisers can use Waze Ads when their Performance Max campaigns are bidding toward actions such as:
- Store Visits
- Store Sales
- Local Actions Directions
These campaign goals are especially useful for businesses that depend on customers visiting physical locations.
For example, restaurants, retailers, dealerships, supermarkets, hotels, and other local businesses may use Performance Max to encourage nearby customers to visit a location.
Waze can provide another place where those ads may appear.
Since Waze is primarily used for navigation, advertisers have an opportunity to reach people while they are already travelling or looking for places nearby.
Waze Ads Returned in 2025
Waze Ads are not completely new.
Google brought Waze Ads back in the United States in July 2025. Later, in November 2025, Waze advertising became more closely connected with Google Ads through Performance Max.
At that point, advertisers also started getting Waze-related channel performance reporting inside Performance Max. Now, Google is taking the next major step by expanding Waze Ads into dozens of additional countries.
Why This Waze Ads Expansion Matters
The biggest change is reach.
Previously, businesses outside the United States could not access Waze Ads through this Performance Max setup. Now, advertisers across 42 supported markets have the opportunity to appear to Waze users.
This could be especially useful for businesses with physical locations.
For example, someone driving through a city may use Waze to find directions. During that journey, Google may have another opportunity to connect the user with relevant nearby businesses.
For advertisers, this creates an additional local advertising surface inside Google’s growing Performance Max ecosystem.
It also shows that Google is continuing to connect Waze more deeply with Google Ads rather than operating it as a completely separate advertising platform.
What Should Advertisers Do?
Advertisers running Performance Max campaigns for store goals should check if their country is included in Google’s supported market list.
They should also review their campaign settings and conversion goals.
Businesses focused on physical visits may want to pay particular attention to:
- Store Visit conversions
- Store Sales
- Local Actions Directions
- Location assets
- Google Business Profile connections
- Performance Max reporting
It is also important to remember that Waze Ads are part of a broader Performance Max campaign. Advertisers may not have the same level of placement control that they would get from a completely separate Waze campaign.
Therefore, businesses should look at overall campaign performance instead of judging Waze traffic alone.
More Opportunities for Local Advertisers
The expansion is another sign that Google is increasing the number of places where Performance Max campaigns can reach potential customers.
Waze is especially interesting for local businesses because users are often actively travelling somewhere when they open the app.
That gives Google a strong location-based signal.
For businesses trying to increase store visits, directions, or offline sales, Waze may become another useful part of their Performance Max strategy.
However, advertisers should continue tracking results carefully and make sure their store goals, location information, and conversion tracking are properly configured.
Final Thoughts
Google’s expansion of Waze Ads from the United States to 42 countries significantly increases the reach of the advertising format.
Waze Ads are now available across select global markets through Performance Max campaigns focused on store goals, including Store Visits, Store Sales, and Local Actions Directions.
The update gives businesses with physical locations another opportunity to reach nearby customers while they are using Waze for navigation.
For local advertisers, the change also makes it more important to keep Google Business Profile information, location assets, conversion tracking, and Performance Max campaigns properly optimized.
