Performance Max is evolving: new customer objectives and improved visual control

For once, Performance Max has introduced new features to help advertisers maximise their return on investment. In April 2025, the focus is on PMax customer objectives. From retaining inactive customers to reporting on acquisition costs, the new tools should enable you to optimise customer lifecycle management. In addition to these updates, Google’s platform has also introduced automated image enhancement. Discover all the new PMax features. 

What are the new PMax customer targets? 

Retention targets for inactive customers 

When faced with inactive customers, it can sometimes be difficult to know how to respond. That’s where the latest Performance Max features come in. The platform allows you to quickly identify and prioritise former high-value customers. From there, you can define who sees which ads and when. 

By doing so, advertisers can bid more aggressively and strategically on inactive users. By placing the right advert at the right time to the right person, you maximise your chances of reviving a few dormant former customers. 

Reports on acquisition costs 

In addition to PMax customer objectives for retention, Google’s platform also optimises acquisition tracking. Here, go to “new customers only” and “new customer value”. You will see a column dedicated to customer acquisition costs. 

An excellent way to maximise the ROI of each of your advertising campaigns. 

Are there any other Performance Max improvements?

In addition to optimising customer lifecycle management, Performance has also introduced new imaging tools. The aim? To give advertisers greater flexibility and creative diversity. 

Specifically, these automated image enhancements involve two new features: 

• Image sourcing: you can automatically source images from your landing pages. No need to switch between tools to design visually appealing landing pages. 
• Image enhancement: horizontal, vertical, vignette, etc. Performance Max intelligently crops each of your images. With multiple versions of the same image, you can multiply your creative possibilities. 

In addition to these features, Google plans to add defocusing and animation. But for that, we will have to wait for the new PMax update. 

What do these new features change? 

Between the new PMax customer objectives and automated image enhancements, Google is addressing advertisers’ key concerns. It’s not just about acquiring more and more customers, but above all about retaining existing ones with greater control over retention, effective reporting and better creative resources. All this, combined with artificial intelligence features, makes Performance Max one of the most popular advertising tools on the market. 

Want to try out these features? Feel free to contact our Google Ads agency to optimise your advertising campaigns.