Last updated: February 2026
For years, Performance Max advertisers had one major complaint: zero control over search queries. You'd pour budget into PMax, watch conversions roll in, and then discover Google was matching you to completely irrelevant searches — burning money on queries that had nothing to do with your products.
Google finally listened. Sort of.
Search Themes and account-level negative keywords now give PMax advertisers real levers to guide the algorithm and block wasted spend. But here's the problem: most advertisers are using these features wrong — or not using them at all.
This guide breaks down exactly how Search Themes and negatives work in Performance Max, when to use them, and how to implement them for maximum impact on your ecommerce campaigns.
What Are Search Themes in Performance Max?
Search Themes are optional signals you add at the asset group level to guide Google's algorithm toward specific search intent. Think of them as hints about what queries you want to show up for.
Important distinction: Search Themes are signals, not keywords. They don't restrict targeting — they expand it by telling Google's machine learning what topics and intents are relevant to your business.
How Search Themes Differ from Traditional Keywords
| Aspect | Traditional Keywords | PMax Search Themes |
|---|---|---|
| Targeting | Exact match control | Directional signals |
| Match types | Exact, phrase, broad | Theme-based (like broad) |
| Restriction | Limits where you show | Expands reach around themes |
| Placement | Search only | Influences all PMax inventory |
| Required | Yes (for Search campaigns) | No (optional signal) |
When you add a Search Theme like "minimalist desk lamp," Google understands you want to reach people searching for desk lamps with minimalist aesthetics — and related queries like "modern office lighting," "simple workspace lamp," or "scandinavian desk accessories."
When Google Uses Your Search Themes
Google prioritises signals in this order:
- Your product feed data (titles, descriptions, attributes)
- Your landing page content
- Your Search Themes (if provided)
- Historical conversion data
Search Themes become most valuable when:
- Your product feed has weak or generic titles
- You're launching new products without conversion history
- You want to target adjacent search intent your feed doesn't capture
- You're entering a new market or category
How to Set Up Search Themes Effectively
Adding Search Themes to Asset Groups
- Navigate to your Performance Max campaign
- Select the asset group you want to optimise
- Click "Edit asset group"
- Scroll to "Search themes" section
- Add up to 25 themes per asset group
Search Theme Best Practices
Do:
- Use themes that reflect actual customer search behavior
- Include a mix of product-focused and benefit-focused themes
- Match themes to the specific asset group's products
- Review Search Terms report to identify gaps
- Update themes quarterly based on performance data
Don't:
- Stuff themes with variations of the same phrase
- Use overly broad themes like "buy online" or "best products"
- Copy-paste the same themes across all asset groups
- Add themes for products not in that asset group's listing group
- Ignore your themes after initial setup
Search Theme Examples by Ecommerce Category
Fashion/Apparel:
- summer wedding guest dress
- comfortable work heels
- sustainable cotton basics
- plus size formal wear
- men's breathable golf shirt
Home & Garden:
- small space patio furniture
- indoor herb growing kit
- noise reducing curtains
- pet safe house plants
- modern farmhouse decor
Electronics:
- wireless earbuds for running
- budget 4k monitor
- travel laptop charger
- noise cancelling work headphones
- smart home starter kit
Health & Beauty:
- sensitive skin moisturizer
- sulfate free shampoo curly hair
- men's anti aging routine
- natural deodorant that works
- korean skincare for acne
Negative Keywords in Performance Max: Finally Available
The bigger news for most advertisers: account-level negative keyword lists now apply to Performance Max campaigns. This was the #1 requested feature for years, and it's finally here.
How PMax Negatives Work
Unlike Search campaigns where you can add negatives at campaign or ad group level, PMax negatives work differently:
- Account-level only: Negative keyword lists must be created at account level
- List-based: You assign existing negative keyword lists to PMax campaigns
- Retroactive: Adding negatives immediately affects serving
- Search & Shopping: Negatives apply to Search and Shopping placements (not Display/YouTube)
Setting Up Negative Keywords for PMax
Step 1: Create an Account-Level Negative Keyword List
- Go to Tools & Settings > Shared Library > Negative Keyword Lists
- Click the blue "+" button
- Name your list (e.g., "PMax - Brand Exclusions" or "PMax - Irrelevant Queries")
- Add your negative keywords
- Save the list
Step 2: Apply the List to Your PMax Campaign
- Navigate to your Performance Max campaign
- Go to Settings > Additional Settings > Negative Keywords
- Click "Use negative keyword list"
- Select the list(s) you created
- Save
What Queries Should You Negative in PMax?
Pull your Search Terms report (Insights > Search Terms) and look for:
High Priority Negatives:
- Competitor brand names (unless you're intentionally conquesting)
- DIY/how-to queries that don't convert ("how to fix" vs "buy replacement")
- Job-related searches ("careers at," "jobs in")
- Free/discount seekers (if you're premium positioned)
- Wrong product intent (queries for products you don't sell)
Category-Specific Examples:
Furniture retailer:
ikea
wayfair
craigslist
how to build
diy plans
free furniture
rental furniture
SaaS/Software:
free
crack
pirated
github
open source
tutorial
course
Fashion:
outlet
thrift
used
knockoff
replica
costume
Negative Keyword Match Types in PMax
Account-level negatives support standard match types:
- Broad match negative: Blocks any query containing all negative terms
- Phrase match negative: Blocks queries containing the exact phrase
- Exact match negative: Blocks only that specific query
Recommendation: Start with phrase match negatives for most terms. Exact match is too restrictive; broad match can over-block.
Combining Search Themes and Negatives for Maximum Control
The real power comes from using both features together:
The Push-Pull Strategy
Search Themes = Push (guide toward desired queries) Negatives = Pull (block unwanted queries)
Example for a premium cookware brand:
Search Themes (Push toward):
professional grade cookware
chef quality pans
induction compatible cookware
wedding registry cookware
made in france cookware
Negatives (Pull away from):
cheap
budget
dollar store
amazon basics
disposable
camping cookware
Asset Group-Level Strategy
Structure your asset groups with complementary Search Themes:
Asset Group 1: Cast Iron Collection
- Products: Cast iron skillets, dutch ovens, griddles
- Search Themes: "cast iron skillet," "dutch oven cooking," "cast iron care"
- Negatives (account-level): "lodge" (competitor), "camping cast iron," "vintage cast iron"
Asset Group 2: Stainless Steel Collection
- Products: Stainless pans, stock pots, sauté pans
- Search Themes: "stainless steel cookware set," "tri-ply pans," "professional stainless"
- Negatives: same account-level list applies
Measuring the Impact of Search Themes and Negatives
Key Metrics to Track
After implementing Search Themes and negatives, monitor:
Search Terms Report Quality
- Before: What % of queries were irrelevant?
- After: Has irrelevant query volume decreased?
Conversion Rate by Search Category
- Are themed queries converting better?
- Has overall PMax conversion rate improved?
Wasted Spend Reduction
- Calculate spend on negated terms before exclusion
- Track month-over-month improvement
Impression Share on Target Queries
- Are you showing more for desired searches?
- Has competitive positioning improved?
Using DukesMatrix Segments with Search Themes
Your product performance segments should inform your Search Theme strategy:
Cash Cows: Add Search Themes that expand reach for proven winners. These products have earned aggressive targeting.
Contenders: Use Search Themes to test adjacent intent. Contenders can handle experimental themes.
Stars: Keep themes conservative — focus on high-intent, bottom-funnel queries until products prove themselves.
Dogs & Zombies: Don't add Search Themes for underperformers. Let the algorithm work with feed data only, or exclude these products entirely.
Common Mistakes to Avoid
Search Theme Mistakes
Too many themes: Adding 25 themes to every asset group dilutes the signal. Start with 5-10 strong themes.
Generic themes: "Buy shoes online" tells Google nothing useful. Be specific about product type, use case, or customer need.
Mismatched themes: Adding "winter coats" themes to an asset group containing summer dresses confuses the algorithm.
Set-and-forget: Search Themes need quarterly reviews. Customer search behavior evolves.
Negative Keyword Mistakes
Over-blocking: Adding "free" as a broad match negative might block "free shipping" queries. Use phrase or exact match.
Blocking converters: Check Search Terms report before negating. Sometimes weird queries actually convert.
Competitor paranoia: Blocking every competitor name might not be strategic if conquest campaigns are profitable.
Forgetting PMax: Many advertisers have robust negative lists for Search but forget to apply them to PMax.
FAQ: Search Themes and Negatives in Performance Max
Do Search Themes restrict my targeting?
No. Search Themes are additive signals that help Google find relevant queries. They don't prevent Google from showing your ads for other relevant searches.
How many Search Themes should I add per asset group?
Start with 5-10 high-quality themes. Google allows up to 25, but more isn't always better. Focus on themes that represent distinct search intents.
Can I add negative keywords directly to PMax campaigns?
No. PMax only supports account-level negative keyword lists. Create lists in the Shared Library, then apply them to your PMax campaigns.
Do negatives affect Display and YouTube placements?
No. Account-level negatives only affect Search and Shopping placements within PMax. Display and YouTube targeting is managed through audience signals and content suitability settings.
How often should I update my Search Themes?
Review quarterly at minimum. Update when launching new products, entering new markets, or when Search Terms reports show opportunities or problems.
Will Search Themes override my product feed data?
No. Google prioritises your feed data over Search Themes. Themes are supplementary signals, not replacements for strong product titles and descriptions.
Can I see which Search Themes are performing best?
Currently, Google doesn't provide theme-level performance data. Monitor overall asset group performance and Search Terms quality to gauge effectiveness.
Key Takeaways
Search Themes are signals, not keywords. They guide Google's algorithm toward relevant intent without restricting reach.
Add 5-10 specific, high-quality themes per asset group. Avoid generic phrases and ensure themes match the products in that group.
Account-level negative lists now work for PMax. Create lists in Shared Library and apply them to block wasted spend.
Use negatives for competitor terms, irrelevant intent, and non-converting query types. Check Search Terms reports before blocking.
Combine push (themes) and pull (negatives) for maximum control. Guide toward desired queries while blocking unwanted ones.
Align themes with product performance. Cash Cows and Contenders deserve aggressive themes; Stars and Dogs need conservative approaches.
Review and update quarterly. Search behavior evolves, and your themes and negatives should too.
Want to automatically segment your products by performance before applying Search Theme strategies? See how DukesMatrix classifies your catalogue into Cash Cows, Contenders, Stars, Dogs, and Zombies — so you know which products deserve aggressive targeting.