Final URL expansion with Google Ads Performance Max

Final URL expansion helps you optimise your Google Ads Performance Max campaigns' performance. Use final URL expansion to replace your final URL with a more relevant landing page based on the user's search query and intent and to customise a dynamic ad headline that matches your landing page content.

Learn more about final URL expansion in the Google Ads Help Centre. 

Exclude URLs

If you have pages that you don’t want to send traffic to, you can use URL exclusion to make sure that traffic does not go to those pages.

For example, if you don't want customers to be directed to non-commercial pages or sections of your website, you can exclude those pages using URL exclusions.

To set up URL exclusion, do the following: 

1. Sign in to your new Search Ads 360.
2. On the page menu, click Campaigns.
3. In the table, click the name of the Performance Max campaign that you want to edit.
4. On the page menu, click Settings.
5. Click automatically created assets to expand the section.
6. Under 'Final URL', click Exclude some URLs.
7. To exclude URLs, in the URLs tab, list the URLs that you wish to exclude, then click Add.
8. To use Rules to exclude URLs, click the Rules tab to add the custom rules you want to apply, then click Add.
9. Click Apply.

Opt out of final URL expansion

If you don’t want Google to automatically select alternate landing pages, you can opt out of the final URL expansion feature.

1. Sign in to your new Search Ads 360.
2. On the page menu, click Campaigns.
3. In the table, click on the name of the Performance Max campaign that you want to edit.
4. On the page menu, click Settings.
5. Click automatically created assets to expand the section.
6. Deselect the final URL tick box.
7. Click Save.

Opting out of final URL expansion isn't recommended, as it may limit the ads served by your campaign.