Search Themes are signals you can add to a Performance Max (PMax) campaign to help Google understand which search queries are most relevant to your business and customers.
Unlike traditional keywords, Search Themes do not restrict targeting. Instead, they guide the system to discover high-intent searches faster.
How Search Themes work
Within a Performance Max asset group, you can add words or phrases that describe your products, services, or customer intent. These themes give additional context to Google’s AI when matching ads to searches across Search inventory.
For example:
- “running shoes”
- “online marketing agency”
- “eco-friendly furniture”
The system then uses these themes as signals, alongside landing pages, creatives, and audience data, to find relevant queries.
Why use Search Themes
Search Themes help to:
- Speed up campaign learning phases
- Improve search relevance early on
- Expand reach beyond existing keywords
- Provide guidance when historical data is limited
They are especially useful for new campaigns or new products where little conversion data exists.
Search Themes vs Keywords
- Keywords (Search campaigns): strict targeting rules
- Search Themes (PMax): directional signals only
Google’s automation still decides when ads show, but Search Themes help steer optimization in the right direction within Google Ads.