How Device Targeting in Google Ads Performance Max Is Transforming E-Commerce in 2026

 In 2026, the landscape of digital advertising continues to evolve rapidly, and one of the most discussed topics among online marketers and e-commerce businesses is the enhanced device targeting options within Google Ads Performance Max campaigns. For retail advertisers looking to maximize reach, reduce wasted ad spend, and drive better conversions, this update is a major development — and ShoppingIQ can help you make the most of it.

In this blog, we’ll explore why device targeting matters, how it fits into the broader Performance Max strategy, and what current trends in the advertising world mean for retailers trying to stay competitive.



What Is Google Ads Performance Max?

Performance Max (often called PMax) is an AI-driven campaign type from Google Ads that allows advertisers to run ads across the entire Google network — including Search, Display, YouTube, Gmail, and Maps — from one unified campaign. This campaign format uses automation and machine learning to determine where to show ads and how to optimize bids in real time to meet specific goals like conversions or revenue.

Traditionally, one limitation of Performance Max was limited control over targeting options, especially at the device level. This made it difficult for advertisers to optimize spend based on where users were engaging most — whether on phones, desktops, tablets, or even TV screens. That’s now changing.

The Major Trend: Device-Level Targeting in Performance Max

A major update rolling out across Google Ads is the introduction of device targeting controls within Performance Max campaigns. For the first time, advertisers can choose which types of devices their ads appear on — such as mobile phones, desktops, tablets, and even TV screens in some formats.

This change represents a shift toward more strategic control within an otherwise automated system. In earlier versions of PMax, campaigns often allocated traffic across devices based on Google’s AI without much advertiser control. With device targeting, that changes.

Why Device Targeting Matters for Advertisers

In digital advertising, audience behavior varies significantly by device. For example:

  • Mobile users may browse quickly and convert on impulse.

  • Desktop users often research more thoroughly and convert at higher values.

  • Tablet users may engage differently depending on time of day or context.

By tailoring campaigns to these behaviors — such as prioritising mobile during peak shopping hours or emphasizing desktop for high-value conversions — advertisers can optimise spend and improve performance efficiency.

This flexibility allows brands to reduce wasted impressions and focus budgets where ROI is highest. For example, a B2B tech product that performs best on desktop can be steered toward those users, while a fashion brand targeting mobile shoppers can focus spend accordingly.

What This Means for E-Commerce Retailers

For e-commerce retailers, Performance Max has already been a popular choice because it runs across all Google properties, simplifying campaign management and maximizing reach. With device targeting, advertisers can now fine-tune their strategy without abandoning the automation that makes PMax attractive.

This update is particularly relevant given broader trends in online shopping and retail advertising:

  • Shoppers increasingly interact with brands across multiple devices before purchasing, requiring campaigns that can adapt to cross-device user journeys.

  • Privacy changes and the decline of third-party cookie tracking mean that advertisers must rely more on first-party data and machine learning insights from platforms like Google Ads.

For retailers using ShoppingIQ, this capability enhances your ability to optimize how ads run against your product feeds. With clean, accurate product data feeding into Google Ads campaigns, the combination of Performance Max and device targeting lets your brand compete more effectively across the entire digital landscape.

How ShoppingIQ Supports Performance Max Success

At its core, ShoppingIQ provides powerful tools for managing product data, launching ads, and tracking performance metrics in real time. When integrated with Google Ads Performance Max campaigns, ShoppingIQ helps retailers ensure their product feed is optimized, accurate, and ready for aggressive AI-driven placement.

Here’s how ShoppingIQ enhances your Performance Max experience:

1. Feed Health and Quality

ShoppingIQ ensures your product feed — titles, descriptions, images, prices, availability, and attributes — is optimized for Google’s systems. Since Performance Max uses product feed data to dynamically serve the right ads, having clean data directly influences campaign effectiveness.

2. Real-Time Updates

Retail campaigns often face issues like out-of-stock ads or outdated pricing. ShoppingIQ’s real-time synchronization ensures your Google Merchant Center data stays current, reducing wasted spend and improving customer experience.

3. Strategic Targeting Insights

With device targeting now part of Performance Max, advertisers can analyze performance across mobile, desktop, and other formats. ShoppingIQ’s insights help you understand where your best users convert, so you can make informed budget choices.

4. Enhanced Campaign Builder

ShoppingIQ’s campaign tools help advertisers launch advanced ad strategies quickly and efficiently. With device targeting available in Performance Max, these tools make it easier to set up and test segmented campaigns based on device performance.

Current News: What Marketers Are Saying

Device targeting in Performance Max has been one of the most requested features from advertisers, and its gradual rollout is generating optimism among digital marketers. Early adopters say the ability to include or exclude devices based on performance data provides a level of control previously unavailable in automated campaigns.

Advertisers are also combining this with other advanced targeting features such as demographic exclusions and negative keyword controls, helping refine PMax campaigns further.

Getting Started With Device Targeting and Performance Max

If your e-commerce brand hasn’t yet integrated device targeting into Performance Max campaigns, now is an ideal time to experiment. Start by analyzing device performance data in Google Analytics or Google Ads, then adjust your campaign settings within Google Ads.

Combine this with ShoppingIQ’s feed optimization and real-time data capabilities to get the most out of your retail campaigns.

Conclusion

Device targeting in Google Ads Performance Max represents a major evolution in how advertisers can optimise their campaigns. By giving brands control over how ads perform across desktop, mobile, tablets, and TV screens, Google has bridged the gap between automation and precision.

For retailers looking to scale smarter in 2026, mastering Performance Max — paired with powerful feed management from ShoppingIQ — can be the competitive edge needed to drive better traffic, conversions, and return on ad spend.

Whether you are just starting with PMax or looking to refine your strategy further, embracing this new trend with the right tools and insights will be key to staying ahead in the digital advertising landscape.

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