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Google rolled out an update to Performance Max campaigns, introducing a new “Source” column in the Search Terms Insights. This enhancement aims to provide advertisers with greater transparency about why their ads are triggered for specific search categories.

What’s new:

• The “Source” column explains Google’s reasoning for triggering ads for a particular search category, offering insights into ad performance and targeting logic.
• Advertisers can use this data to better understand how search categories align with their campaign goals and audience targeting strategies.

How to access it. Check if the new column is available in your account by navigating:

• Campaign > Insights and Reports > Insights > Search Terms Insights > Search Category

Why we care. The new “Source” column helps you understand the logic behind Google’s ad-serving decisions, enabling better optimization of campaign targeting and budget allocation.

First seen. This update was first brought to our attention by Natasha Kaurra on LinkedIn:

Zoom out. This update follows Google’s ongoing updates to provide advertisers with better tools to optimize campaigns and demystify ad triggers in Performance Max. By offering clearer insights into search term associations, Google aims to enhance campaign precision and advertiser confidence.

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About the author

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.

She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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