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Performance Max Search Partners and Display Network exclusion rolls out widely
The Performance Max Search Partners and Display Network exclusion option flagged by Thomas Eccel as a test in Week 18 has now rolled out to a broader pool of accounts. Jason King has confirmed seeing the option live in his accounts, framing the rollout as a brand-new Google Ads option now widely available.
What changed
The control sits in the campaign settings and lets advertisers exclude Search Partners and the Google Display Network from Performance Max campaign delivery: partial channel control returning to advertisers for the first time since Performance Max's launch as a full-channel format.
The rollout matters because Search Partners have historically delivered lower-quality traffic at inflated CPCs, and the Display Network inside Performance Max has been suspected of inflating attribution credit through view-through and ghost conversions. With the exclusion now in production for more accounts, the long-standing PMax black-box critique is materially less true than it was a quarter ago.
Why it matters for advertisers
For you, this means Performance Max campaign settings should be reviewed now to confirm whether the exclusion option is available in your accounts. Worth running a structured test with Search Partners and Display excluded on a representative campaign for two to three weeks to baseline the performance shift, particularly where you've suspected weak inventory has been carrying performance metrics in PMax.
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Original newsletter text and archive evidence
Performance Max Search Partners and Display Network exclusion rolls out widely
The Performance Max Search Partners and Display Network exclusion option flagged by Thomas Eccel as a test in Week 18 has now rolled out to a broader pool of accounts. Jason King has confirmed seeing the option live in his accounts, framing the rollout as a brand-new Google Ads option now widely available. The control sits in the campaign settings and lets advertisers exclude Search Partners and the Google Display Network from Performance Max campaign delivery: partial channel control returning to advertisers for the first time since Performance Max's launch as a full-channel format.
The rollout matters because Search Partners have historically delivered lower-quality traffic at inflated CPCs, and the Display Network inside Performance Max has been suspected of inflating attribution credit through view-through and ghost conversions. With the exclusion now in production for more accounts, the long-standing PMax black-box critique is materially less true than it was a quarter ago.
For you, this means Performance Max campaign settings should be reviewed now to confirm whether the exclusion option is available in your accounts. Worth running a structured test with Search Partners and Display excluded on a representative campaign for two to three weeks to baseline the performance shift, particularly where you've suspected weak inventory has been carrying performance metrics in PMax.
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