Starting June 17, 2025, Google will change how Performance Max and Smart campaigns attribute and optimize for offline conversions.
The focus will shift away from view-through conversions on Display and YouTube, and instead prioritize high-intent actions like clicks from Search and Google Maps that are more likely to result in actual store visits or sales.
Expected Impact:
– A possible decrease in overall reported conversion volume.
– An increase in cost per conversion, reflecting a stronger focus on higher-quality outcomes.
Recommendations for Performance Max with Store Goals:
– Loosen bidding strategies and adjust conversion values.
– Add more offline conversion goals (such as driving directions or local actions).
– Expand location targeting and consolidate similar campaigns.
– Remove restrictive settings like dayparting or narrow geo-targeting.
– Refresh creative assets with new offers and visuals tailored to local shoppers.
Smart Campaigns Recommendations:
– Broaden campaign reach with more search themes and business locations.
– Update ad creatives with relevant promotions and current content.
– Avoid ad scheduling to ensure continuous visibility.
