Google Doubles Search Themes Limit
What It Means for Advertisers
Published: May 13, 2025
By: Sprout Media Team
Google has officially increased the search theme limit in Performance Max (PMax) campaigns from 25 to 50 per asset group, offering digital marketers a greater level of control within Google’s automation-first framework.
This expansion is more than just a technical update—it’s a strategic move by Google to empower advertisers to better guide machine learning models, while still benefiting from the reach and scale of automated placements across Search, Display, YouTube, Gmail, and Maps.
What Are Search Themes in PMax?
Search themes are directional signals, not strict keywords. They help Google understand which search queries align with your campaign goals—acting like broad or phrase match keywords in standard Search campaigns.
They work alongside:
Campaign assets
Landing page content
Audience signals
Existing targeting inputs
Why This Update Matters
The jump from 25 to 50 themes gives marketers:
More influence over targeting without limiting automation
Granular segmentation by product line, audience, or funnel stage
Improved performance alignment between PMax and standard search campaigns
More creative flexibility by matching intent signals to tailored visuals and messaging
Strategic Applications
With 50 search themes per asset group, you can:
Add more high-performing historical keywords
Create focused asset groups by category or audience
Align creative assets with user search intent
Optimize campaign structure without compromising scale
Caution: More Themes, More Complexity
While this offers more room to maneuver, it’s crucial not to overload asset groups with irrelevant signals. Strategic testing, grouping, and optimization are key to driving performance.
Rollout Status
The update is currently in phased rollout. Many accounts already have access, but some—especially outside the U.S.—may still be capped at 25 themes.
Sprout Media Tip:
For clients with large catalogs or multiple buyer personas, this is a perfect time to restructure your PMax campaigns and give Google’s AI better intent signals to work with.
Need help building or restructuring your PMax campaigns for growth?