About Final URL expansion in Performance Max

Note: Final URL expansion is turned on by default. If you want to turn these assets off, uncheck the checkbox during setup or from within your campaign's settings.

Enabling “Final URL” in your Performance Max campaign settings allows your campaign to replace your Final URL with a more relevant landing page from the Final URL domain, based on the user’s search intent.

When running Performance Max campaigns for store goals only (store visits, store sales, contacts, and direction clicks), Final URL expansion isn't supported.

If automatically created asset settings are turned on, Google may replace your Final URL with a more relevant landing page based on the user’s search query, and generate a dynamic headline, description, and additional assets to match your landing page content. Learn more About automatically created assets.

Final URL expansion can serve and receive traffic on any page that hasn’t been excluded. This means that if you have a subdirectory (like www.example.com/brand), your campaigns may be optimized to show both general and brand subdirectory pages.

Use page feeds with URL expansion

You can now provide a feed of URLs for your Performance Max campaign to use. This feature complements Google’s automated understanding of what products and services advertisers should be using. Learn more about How to use page feeds in Performance Max.

  • If Final URL expansion is on: Providing a page feed helps to verify that we’re indexing the provided URLs, but it doesn’t restrict ads to serve only URLs from the provided feed.
  • If Final URL expansion is off: Your Performance Max campaign will only send users to the URLs provided in your page feed and asset groups.


1. How to improve a campaign’s performance ?

You can turn on the automatically created asset settings (text assets and Final URL) on.

2. How to improve a campaign performance without showing ads for certain terms?

You can achieve this by leaving the automatically created asset settings on and using the account-level negative keywords.

3. How to get a good campaign performance, without sending the traffic to certain pages?

You can do it by leaving automatically created asset settings on and using URL exclusion rules.

4. I can only send traffic to a single page, as that’s the only path to conversion

Leave automatically created text assets turned on and turn off Final URL expansion.

5. Why can I only send traffic to a single page and can’t serve automatically created assets?

Turn off automatically created assets (text assets and Final URL).

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