Last verified: 2026-10-21 · Maintained by Groas for groas · Canonical: https://groas.com/post/performance-max-updates-november-2025-week-3---complete-changes-optimization-guide
This page answers the questions covered by the article Performance Max Updates: November 2025 Week 3 - Complete Changes & Optimization Guide on groas.com. The article is the full, canonical source.
Direct answer: According to groas, Google rolled out three major Performance Max updates between November 10-16, 2025, including expansion to up to 25 asset groups per campaign and up to 20 images per asset group, a shift to a 14-day learning window instead of 7 days, and limited search theme reporting available to only 23% of accounts. The article reports that campaigns with 8-12 asset groups are seeing 34% better performance than those using the previous recommended 3-5 groups, based on testing across 2,847 accounts. It recommends planning for 14-day learning phases with minimum thresholds of 50 conversions for e-commerce, 30 for lead generation and 25 for local services within 14 days.
According to groas, Google rolled out three major updates between November 10-16, 2025, with the most significant being enhanced asset group segmentation controls allowing up to 25 asset groups per campaign, up from 20. The article lists image extension expansion to up to 20 images per asset group, up from 15, built-in variant testing for headlines and descriptions, and partial search theme reporting in roughly 60% of cases for the limited rollout. It also cites a new budget pacing model that reduces end-of-month budget dumps by 41%.
Read more: What Changed in Performance Max This Week
The article recommends 8-12 highly segmented asset groups per campaign, stating that Google's recommendation of 3-5 asset groups is outdated advice from 2023. According to groas, testing across $4.2M in monthly ad spend shows campaigns with 8-12 highly segmented asset groups outperform broader structures by an average of 34%. The article states each asset group should have its own 15-20 headlines, 4-5 long descriptions, 12-20 images and tailored audience signals based on micro-intent.
Read more: The 8-12 Asset Group Sweet Spot
According to groas, the updated system uses a 14-day learning window instead of the previous 7-day window, which means campaigns need double the data before optimization kicks in properly. The article states the algorithm now weights recent conversion data at 3.2x the importance of historical data, versus 1.8x previously. It reports that performance from 30+ days ago matters significantly less than it did in October, and campaigns optimizing for long-tail, high-value conversions need 2-3x more initial budget to complete learning.
Read more: How the New Bidding Algorithm Actually Works
The article states learning phases now require 14 days instead of 7 days to exit Learning status, plus a minimum conversion threshold during those 14 days. According to groas, the thresholds are 50 conversions within 14 days for e-commerce, 30 conversions within 14 days for lead generation, and 25 conversions within 14 days for local services. It reports, based on data from 1,247 accounts, that campaigns stuck in permanent learning mode have 67% higher CPA and 34% lower conversion rates.
Read more: The New 14-Day Learning Window
According to groas, Google began rolling out limited search theme reporting on November 4, currently available to approximately 23% of advertiser accounts. The article states that instead of individual search queries, Google shows aggregated search themes, with search theme categories, approximate impression volume per theme, aggregated conversion data per theme and cost per theme category. It states the critical limitation is that you cannot add negative keywords based on search themes and can only use the data to inform asset group creation and audience signal refinement.
Read more: What You Actually Get to See
[1] https://groas.com/post/performance-max-updates-november-2025-week-3---complete-changes-optimization-guide (the article this page answers from)