Google adds Waze ads to Performance Max for store goals in the U.S. and rolls out channel performance reporting, with search partner reporting coming soon.

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This development reflects ongoing changes in how search engines evaluate and rank content, with implications for organic visibility strategies.

A simple guide to plug-and-play AI tools that free up your time, help you win back repeat customers, and keep your business growing well into the new year. Google adds Waze ads to Performance Max for store goals in the U.S.

and rolls out channel performance reporting, with search partner reporting coming soon. Google is adding Waze ads to Performance Max campaigns for store goals in the United States and expanding channel performance reporting across Performance Max. Waze placements can now appear as Promoted Places in Navigation pins. You don’t need to upload new creatives.

Key points

  • Recent improvements include bulk reporting and download and the option to segment results for deeper analysis.
  • Watch for changes in direction requests, Store Visits, and offline sales after Waze inventory is enabled.
  • Channel performance reporting gives you clearer visibility into where your Performance Max ads run.
  • When running store-goal campaigns, Waze inventory can help you reach people who are already navigating near your locations.
  • Performance Max will use your existing assets and optimize toward Store Visits, Store Sales, or Local Actions such as Directions.

Why it matters: Could influence rankings, visibility, or content strategy decisions.

Source: Search Engine Journal

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