Advertisers have asked Google for more PMax control for years and the monkey’s paw curled.

You get sharper control over who you bid on, and PMax helps itself to your images and videos.

Not every customer deserves the same bid. Customer lifecycle goals, which tell Google Ads to bid differently for new and existing customers, expand this month:

• Shopping gets New Customer High Value Mode, which bids up for new customers likely to spend more.
• PMax, Search and Shopping get three retention modes: Re-engagement for lapsed buyers, Loyalty for program members, and Retention Only for segments you name.
• Bid boosts in Search, Shopping, PMax and Demand Gen can now be percentages, so a 20% boost scales with cart size.

The catch: your customer data has to tell these groups apart.

Finders, keepers. Two features that pull your images and videos into PMax ads are switching to opt-out.

Sourced videos take clips from approved sources like your socials, site or YouTube channel. They’re on by default for new campaigns, and possibly some existing ones.

Landing page images use pictures from your landing pages. From December 4, they’re on for every new PMax campaign, even if you switched dynamic images off account-wide.

We’d check Asset optimization in every PMax campaign and confirm you own the rights to what Google can grab.

Next time, wish for fewer defaults.