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Watch the Video Tutorial:
How to Add Search Themes to Your Performance Max Campaigns in Google Ads
1) Navigate to Campaigns and select the Performance Max campaign you would like to modify
2) Navigate to Asset Groups and click on the pen icon, next to "Signals" for the Asset group you would like to modify
3) Under Search Themes you can include up to 25 entries
Keep in mind that a "Search Theme" is NOT a target keyword. It means that you are selecting a keyword theme (keyword group) to target via your Performance Max campaign.
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Frequently Asked Questions on Adding Search Themes to Your Performance Max Campaigns in Google Ads
What are search themes in Performance Max campaigns?
Search themes are keyword-style signals that help guide Google’s AI to better understand your campaign’s targeting intent. They tell the algorithm which topics, products, or services your ads should focus on — helping reach users actively searching for similar queries, even without specific keywords.
How do I add search themes to my Performance Max campaign?
Go to your Google Ads dashboard → Campaigns → Performance Max Campaign → Settings → Search Themes. Click Add Search Themes, then enter up to 25 phrases or keywords related to your products or services. Click Save, and Google will begin using them as additional intent signals to improve targeting accuracy.
Do search themes replace traditional keywords?
No. Search themes don’t act as exact-match or phrase-match keywords — they simply guide Google’s machine learning to find relevant audiences. While traditional keywords are used in Search campaigns, search themes give Performance Max a hint about the types of searches that align with your campaign goals.
How do I choose effective search themes?
Use search themes that reflect how your customers naturally search — like “buy running shoes online”, “affordable digital marketing courses”, or “wedding venues in Singapore.” Avoid overly broad or one-word themes, and use phrases that show intent to purchase, learn, or engage. Reviewing your Search Terms Report from existing campaigns can help you find the best-performing phrases.
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