Google Ads' 'pushes' Performance Max with new Call To Action

When setting up a new campaign in Google Ads, you may notice that the PMax card is not only bigger but also has a new 'recently used' label.

Google Ads introduced a “Recently Used” Call To Action on Performance Max cards.

You’ll see the label when setting up a new Google Ads campaign. Noticeably, the CTA is missing from other campaign types, making the PMax card stand out more than others.

Why we care. Marketers have long claimed that Google is pushing automation to gain more advertising control. The exclusive presence of this label on PMax campaign cards suggests the search engine is subtly trying to promote PMax over other campaign types.

First spotted. The new CTA was first spotted by Senior Performance Marketing Manager and Google Ads expert, Thomas Eccel, who shared a preview on X:

Eccel commented: “Spotted this ‘Recently Used’ CTA next to the Performance Max campaign type when setting up a new campaign. Made me smile.”

Pushing automation? Commenting on Eccel’s post, Digital Marketing Consultant MD Alamin Munsi said on X:

• “The PMax box is already way bigger than the other campaign-type boxes and Google Ads is now pushing it further with ‘Recently Used.'”

What Google is saying. A Google spokesperson told Search Engine Land that the new CTA is an experiment designed to simplify and guide the advertiser through the campaign selection process.

Deep dive. Read Google’s response to advertisers’ concerns about the rapid rise of automation in digital advertising.