About Final URL expansion in Performance Max

Note: Final URL expansion is turned on by default for Performance Max campaigns. If you want to turn these assets off, untick the tick box during campaign setup or within your campaign's settings.

You can turn on 'Final URL' in your Performance Max campaign settings to allow 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 shop goals only, like shop visits, shop sales, contacts and direction clicks, Final URL expansion isn't supported.

If text customisation (formerly known as automatically created assets) is 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 text customisation in Performance Max campaigns.

Set up Final URL expansion in Performance Max

Go to Campaigns, then select the gear icon beside the Performance Max campaign that you want to edit.
Under 'Campaign settings', select Asset optimisation.
Under 'Text', select the Text customisation and Final URL tick boxes to turn on the settings.
Select Save.

How to exclude URLs

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

Follow the instructions below to leverage URL exclusions to prevent traffic from going to specific pages that you don't want customers directed to, such as non-commercial sections of your website.

In a Performance Max campaign

Go to Campaigns, then select the gear icon beside the Performance Max campaign that you want to edit.
Under 'Campaign settings', select Asset optimisation.
Select Text customisation to expand the section, then select Exclude some URLs under 'Final URL'.
In the 'Exclude some URLs' slider panel, list the URLs that you want to exclude, then select Add.
- Note: To use rules to exclude URLs, select the Rules tab to add your custom rules. Then select Add.
Select Apply to close the slider panel, then Save in the 'Optimise asset performance' section.

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.

Note: Advertisers that sell ads on marketplaces, have several different lines of businesses or have multi-domain campaigns may experience mismatched headlines or descriptions with Final URL expansion turned on. If this occurs, use generic descriptions or page feed instead.

Frequently asked questions

1. How to improve a campaign’s performance?

Turn on the text customisation settings (text assets and final URL).

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

Keep the text customisation setting on and use account-level negative keywords.

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

Keep the text customisation setting on and use URL exclusion rules.

4. How can I send traffic to one specific page, as that’s the only path to conversion?

Keep text customisation turned on and turn off Final URL expansion.

Was this helpful?

How can we improve it?