Waze ads expand to 42 countries through Performance Max

What changed

Google’s Performance Max for store goals documentation now lists 42 supported countries for Waze ads. Barry Schwartz reported the change from the earlier US-only wording. The list includes markets such as the UK, France, Germany, Canada and Australia. The documented route is through Performance Max for store goals, with the relevant local-action or store-outcome bidding setup, rather than a standalone Waze campaign described in this announcement.

The help page shows Waze exposure as a promoted place on a driver’s route, with business information and directions available from the pin. For a store advertiser, that makes location accuracy part of the ad’s usefulness. Check that the destination is the intended entrance or accessible store location and that opening hours and the offer make sense for someone considering a visit.

Country availability is only one part of the setup. Review the actual locations, linked business information and goals in the account before expecting delivery. A business operating in several countries should verify each market and location group rather than assuming that a wider country list activates every store. The documented eligibility also does not establish how much Waze inventory an individual campaign will receive.

Why it matters for advertisers

A direction request, a store visit and a sale represent different stages of a local customer journey. Choose the outcome the campaign is meant to improve and explain how it is measured. When assessing broader availability, look for useful additional store activity and examine the available placement information. An increase in the combined Performance Max total is not, on its own, evidence that Waze caused the change.