Google Ads is about improving the quality of offline conversions for Performance Max (PMax) campaigns with shop goals, omnichannel goals, and Smart campaigns.

Here’s a breakdown of what it means and how it might impact your campaigns:

1. What’s Changing?

Starting 28 February, Google Ads will:

Prioritise locally engaged users on high-intent channels like Search and Google Maps.

Reduce reliance on view-through conversions (VTCs) from Display and YouTube.

Increase ad serving on Search and Maps, which are more likely to drive high-value offline conversions such as shop visits and store sales.

2. Why is Google Making This Change?

The main reasons behind this update:

Better campaign efficiency by focusing on high-intent users.

Higher-quality conversions, meaning offline sales/actions that are truly valuable.

Improved ROI by directing budget towards platforms where users are more likely to visit physical locations.

3. What Will Be the Impact?

Potential decrease in conversion volume (fewer overall conversions).

Increase in cost per conversion (focusing on more valuable conversions).

More ad spend directed to Search and Maps instead of Display and YouTube.

4. What Should You Do?

For Performance Max (PMax) and Omnichannel Campaigns:

Adjust Smart Bidding targets: Loosen CPA/ROAS targets to capture more valuable conversions.

Diversify conversion goals: Include local action conversions (like phone calls or direction requests).

Expand location targeting: Add more locations to reach a broader audience.

Consolidate campaigns: If you have multiple location-based campaigns, merge them unless there’s a strategic reason not to.

Adjust campaign settings:

Remove geo-targeting (PMax optimises across all linked locations).

Remove ad scheduling (allow the algorithm to serve ads at any time).

Broaden audience targeting (avoid unnecessary exclusions).

Optimise creatives:

Refresh and diversify ad assets to keep engagement high.

For Smart Campaigns:

Expand reach: Add more search themes and business locations.

Optimise creatives: Refresh ad text and images to highlight your unique selling points.

Maximise delivery: Remove ad scheduling restrictions to ensure full ad coverage.

5. Final Thoughts

Google wants advertisers to focus on quality over quantity when it comes to offline conversions.

This means:

Expect fewer, but more valuable conversions.

Costs per conversion might increase, but ROI should improve.

More ads will show on Search and Maps instead of Display and YouTube.

👉 Next Steps for You:

If you’re running PMax for shop goals or omnichannel campaigns, start monitoring your performance from 28 February and make the recommended adjustments accordingly.