Google has rolled out two exciting updates for advertisers using Performance Max campaigns: Waze ads inventory integration and Channel Performance Reporting. These updates aim to help businesses improve local visibility and gain better insights into their campaign results.
Waze Ads Now Available in Performance Max for Store Goals
Google has officially included Waze ad inventory in Performance Max campaigns for store goals. This means businesses can now appear as “Promoted Places in Navigation” directly on users’ Waze maps.
For U.S. advertisers, this feature is already live and fully available. If your campaign is optimized for Store Visits, Store Sales, or Local Actions (like Directions), Performance Max will automatically use your existing assets to show your business location on Waze during navigation.
This update is a major step for local marketers aiming to attract nearby customers who are already on the road. Google also confirmed that it plans to expand Waze inventory to more countries in 2026, giving global advertisers a chance to benefit soon.
Channel Performance Reporting Now Live for All Performance Max Campaigns
Along with Waze integration, Google also announced that Channel Performance Reporting is now available in all Performance Max campaigns.
This new report helps advertisers see exactly how each channel within Performance Max is performing. You can view detailed performance data across Search, Display, YouTube, and now even Waze. In the coming weeks, Google will also allow reporting for Search Partners and make this feature accessible via Manager Accounts (MCC).
Quick Summary
Here’s what’s new:
- Waze’s ad inventory is now part of Performance Max for store goal campaigns in the U.S.
- Channel Performance Reporting is available across all Performance Max campaigns.
- More visibility is coming soon, including Search Partner data and MCC-level access.
New Google Ads Announcement. Google Adding Waze Ads To P-Max & Channel And Reporting Updates.
— Anthony Higman (@AnthonyHigman) November 6, 2025
Full Announcement & Link In Comments. #PPCchat pic.twitter.com/lN3jyDmVhc
Although not everyone agrees with Google’s move to include Waze ads within Performance Max, this update clearly shows how Google is merging local navigation and advertising data to enhance reach and measurement.
As shared in discussions on X, many marketers are eager to test how these new features perform in real campaigns.
