performance-max-ip-exclusions

Because Google, not you, decides where the ads run. Performance Max serves across Search, Display, YouTube, Discover, Gmail and Maps from one campaign, and the reporting reflects that consolidation rather than breaking out every placement. The practical effect is that when spend goes wrong you have less detail to diagnose it with, at the same time as having fewer controls to act on it.

Often yes, for the terms where a wasted click costs most. Search campaigns keep IP exclusions, placement controls and far better reporting, so your most expensive keywords stay diagnosable when something goes wrong. Performance Max does not have to own every dollar in the account. Split by what you can afford to lose visibility on rather than moving everything at once.

Google has not announced it, and the design of the campaign type argues against it. Performance Max removed granular controls broadly, not just this one: placement bidding, search term targeting and detailed reporting all went the same way. Treating the gap as temporary is a risky planning assumption. Build around what the campaign supports today.

Account-level negative keyword lists and brand exclusions both apply to Performance Max, as does geographic targeting including excluded locations. Audience signals steer the campaign without restricting it. None of these replace an IP block, but they are the levers you have, and setting them deliberately rather than leaving defaults in place makes a measurable difference to what the campaign buys.

No. Performance Max does not support IP exclusions in the interface or through the API, and there is no hidden setting to enable. The absence is consistent with how the campaign type works, since Google controls placement and audience across all its surfaces. Exclusion lists you built on Search campaigns keep working there and cover none of your Performance Max spend.