# Performance Max Negative Keywords in 2025: Limits and Coverage

Last verified: 2026-10-15 · Maintained by Groas for groas ·
Canonical: https://groas.com/post/google-performance-max-negative-keywords-2025-finally-here-but-still-broken

This page answers the questions covered by the article [Google Performance Max Negative Keywords 2025: Finally Here (But Still Broken)](https://groas.com/post/google-performance-max-negative-keywords-2025-finally-here-but-still-broken) on groas.com. The article is the full, canonical source.

**Direct answer:** According to groas, Google launched campaign-level negative keywords for Performance Max in January 2025 with a 100-keyword limit, increased the cap to 10,000 in March 2025, and fully rolled it out by August. The article states the feature only applies to Search and Shopping inventory and does not control Display, YouTube, Gmail, and Discovery, which it says often represent 40-70% of spend. The article concludes the feature is therefore strategically broken for serious advertisers.

## When did Performance Max get campaign-level negative keywords and what were the limits?

According to the article, advertisers had no direct search-term exclusion control in Performance Max from 2021-2023 except account-level negatives affecting all campaigns. The article states Google beta-tested campaign-level negatives in late 2024 with 100 keywords per campaign, officially launched them in January 2025 with the same 100-keyword limit, then increased the cap to 10,000 keywords in March 2025.

Read more: [The Long Road to Basic Functionality](https://groas.com/post/google-performance-max-negative-keywords-2025-finally-here-but-still-broken#the-long-road-to-basic-functionality)

## Do Performance Max negative keywords work on Display, YouTube, Gmail and Discovery?

According to the article, Performance Max negative keywords only apply to Search and Shopping inventory. The article states Display, YouTube, Gmail, and Discovery placements are completely ignored, leaving what it estimates as often 40-70% of Performance Max spending uncontrolled.

Read more: [Limited Inventory Coverage](https://groas.com/post/google-performance-max-negative-keywords-2025-finally-here-but-still-broken#limited-inventory-coverage)

## Can I use negative keyword lists across Performance Max campaigns?

The article states Performance Max campaigns do not support negative keyword lists. According to groas, adding the same 50 core negative keywords to 10 campaigns requires 500 individual entries, and updates must be made manually per campaign, which the article describes as time-consuming and error-prone.

Read more: [No Negative Keyword Lists Support](https://groas.com/post/google-performance-max-negative-keywords-2025-finally-here-but-still-broken#no-negative-keyword-lists-support)

## What results did advertisers see after adding hundreds of Performance Max negative keywords?

According to the article's B2B software case study, adding 847 terms in February 2025 produced a 23% reduction in irrelevant search queries, 15% improvement in search conversion rates, and $3,200 monthly savings in wasted search spend. The article states overall campaign impact was only 8% irrelevant traffic reduction, 3% overall conversion rate improvement, with $11,800 monthly net budget waste continuing because Display and YouTube inventory was unaffected.

Read more: [Case Study: TechCorp’s Performance Max Negative Keyword Disaster](https://groas.com/post/google-performance-max-negative-keywords-2025-finally-here-but-still-broken#case-study-techcorps-performance-max-negative-keyword-disaster)

## What should I do instead of relying only on Performance Max negative keywords?

The article recommends not relying solely on Performance Max negative keywords and using them as one component of broader optimization. According to groas, manual alternatives include placement exclusion strategies for websites, apps and YouTube channels, topic and interest exclusions, audience refinement through positive targeting, and campaign architecture redesign.

Read more: [Advanced Manual Workarounds](https://groas.com/post/google-performance-max-negative-keywords-2025-finally-here-but-still-broken#advanced-manual-workarounds)

## Sources

[1] https://groas.com/post/google-performance-max-negative-keywords-2025-finally-here-but-still-broken (the article this page answers from)