Documentation
PMax Webpage Optimization scans your Performance Max campaigns every day, identifies landing pages that spend budget without meeting your conversion or ROAS goals, and either applies webpage exclusions directly or saves them as suggestions for your review. You define the rules (thresholds for impressions, spend, CPA, conversions, or ROAS), and Adnine handles the daily analysis.
- Best for
- Stopping wasted budget on weak Performance Max landing pages
- Decision modes
- Suggestion mode (preview only) or execution mode (auto-apply)
- Rule inputs
- Impressions, spend, conversions, CPA, and ROAS thresholds
- Analysis scope
- Campaign-level or account-level URL evaluation
- Runs
- Daily, automatically
#What PMax Webpage Optimization does
Performance Max campaigns can serve traffic across many landing pages at once. Not every page earns its share of your budget: some attract impressions and clicks but produce little conversion value, inflate your CPA, or drag down account ROAS. Identifying and removing those pages manually is slow and easy to miss.
PMax Webpage Optimization automates that review. Each day it pulls landing-page performance data from Google Ads, runs it through the exclusion rules you configure, and flags URLs that match. Depending on the mode you choose, Adnine either adds those URLs as webpage exclusions to the relevant campaigns or stores them as suggestions you can inspect and approve first.
What it helps you improve
Spend efficiency
Stop allocating budget to pages with poor CPA, low ROAS, or near-zero conversion rates.
Daily coverage
Adnine scans performance every day so you never have to manually comb URL reports to catch new underperformers.
Campaign visibility
See exactly which URLs are flagged, which campaigns are affected, and what the exclusion decision is based on.
Controlled automation
Choose whether Adnine acts automatically or holds suggestions for your approval. You set the trust level.
#Who should use it
This feature is most useful for accounts where Performance Max is a meaningful share of spend and the campaign has had enough time to accumulate URL-level performance data. It is especially valuable when you notice that PMax is directing traffic broadly and you want more control over which landing pages stay in rotation.
When to use PMax Webpage Optimization
| Situation | How this helps |
|---|---|
| PMax is a large share of account spend | Small improvements in landing-page efficiency compound quickly across high-volume campaigns. |
| Some pages have high spend but low conversions | Rules can target exactly that pattern: spend above a threshold, conversions below one. |
| CPA is above target on some destinations | Set a maximum CPA rule and let Adnine flag or exclude URLs that exceed it. |
| Account has many URLs in PMax asset groups | Automated daily analysis is more reliable than periodic manual URL reports. |
| You want to test exclusion logic before committing | Suggestion mode shows what would be excluded without making any campaign changes. |
#How the analysis works
Every day, Adnine pulls landing-page performance data for the Performance Max campaigns in scope. Each URL is evaluated against the rules you have defined. Rules can combine multiple conditions: for example, requiring a minimum number of impressions before the URL is eligible, then checking whether CPA exceeds your target or ROAS falls below your floor.
- Configure your rules Set the thresholds that define an underperformer for your account: minimum impressions before a URL is evaluated, spend threshold, maximum acceptable CPA, minimum required ROAS, or low conversion count.
- Choose campaign or account scope Decide whether Adnine evaluates each URL within its individual campaign or aggregates performance across the entire account before deciding. See the comparison table below for guidance.
- Select suggestion or execution mode In suggestion mode, matched URLs are saved to your dashboard for review. No campaign changes are made. In execution mode, matched URLs are added as webpage exclusions in Google Ads immediately.
- Adnine runs the daily scan Each day Adnine fetches fresh data and re-evaluates all URLs. New underperformers are caught without manual effort.
- Review the results Check the flagged or excluded URLs in your Adnine dashboard. Confirm that the rules are catching true underperformers, then adjust thresholds if needed.
- Promote to execution mode when confident Once suggestion mode results consistently match your judgment, switch to execution mode to let Adnine act automatically going forward.
#Suggestion mode vs execution mode
Both modes run the same analysis and apply the same rules. The difference is what Adnine does when a URL matches your exclusion criteria.
Mode comparison
| Mode | What happens when a URL matches | Effect on campaigns | Best for |
|---|---|---|---|
| Suggestion mode | Adnine runs the exclusion process through the Google Ads API validation layer and saves the result to your dashboard. | No campaign changes are made. | New setups, new thresholds, or teams that want approval before automation acts. |
| Execution mode | Adnine adds the URL as a webpage exclusion in the relevant Performance Max campaigns via the Google Ads API. | Exclusions are applied directly. Campaigns stop serving to those URLs. | Mature accounts with trusted rule logic and teams comfortable with automated changes. |
#Campaign-level vs account-level analysis
When evaluating URLs, Adnine can compare performance within each individual campaign or aggregate performance across the whole account. Both methods use the same rule set; the difference is how much data is included before a decision is made.
Analysis scope comparison
Choose based on your campaign volume and how you want exclusions to be applied.
| Analysis level | How URLs are evaluated | When exclusions are applied | Best for |
|---|---|---|---|
| Campaign level | Each URL is evaluated separately within each Performance Max campaign it appears in. | Applied only to the campaigns where the URL underperforms. It may stay active in others. | High-volume PMax campaigns where you want segmented, campaign-specific control. |
| Account level | A URL's performance is aggregated across all relevant campaigns before evaluation. | Applied account-wide when the aggregated signal crosses the threshold. | Accounts where weak URLs appear broadly and you want to act on the combined signal faster. |
#Reading your results
After Adnine runs its daily analysis, the results appear in your dashboard. In suggestion mode you will see the URLs that matched your rules, the campaigns they are associated with, and the metrics that triggered the match. In execution mode you will additionally see confirmation that the exclusions have been applied.
What to check in your results
| Result field | What it tells you | Action if something looks wrong |
|---|---|---|
| Flagged URL | The landing-page path that matched your exclusion rule. | Check it in Google Ads URL reports to confirm the data matches what Adnine pulled. |
| Triggering metric | Which rule condition was met, for example CPA exceeded the threshold or ROAS fell below the floor. | If the metric looks borderline, consider raising or lowering the threshold. |
| Affected campaigns | Which PMax campaigns serve traffic to this URL. | Verify these are the campaigns you intended to cover before switching to execution mode. |
| Exclusion status | Whether the URL was suggested or actively excluded. | In execution mode, cross-check in Google Ads that the exclusion is listed under the campaign. |
#Limits and pitfalls to know
Webpage exclusions in Performance Max have some platform-level constraints. Understanding them before setting up rules prevents surprises.
- Google Ads only supports webpage exclusions for Performance Max campaigns. The feature does not apply to other campaign types.
- Very new campaigns may have too little URL-level data for meaningful exclusion decisions. Use a minimum impressions threshold to guard against acting on noise.
- Excluding a URL stops PMax from serving to that destination but does not fix the underlying page. If the page has conversion issues, investigate those separately.
- Account-level exclusions affect all campaigns in scope. If one campaign intentionally targets a URL that another considers weak, use campaign-level analysis instead.
- Suggestion mode uses the Google Ads API validation layer, which confirms the exclusion would be technically valid. It does not guarantee performance improvement.
- Thresholds that are too aggressive (e.g. excluding after just a few impressions) can eliminate pages before they have a fair chance to convert.
#Troubleshooting
If the analysis produces unexpected results, work through the following checks before adjusting your rules.
Common issues and fixes
| Symptom | Likely cause | Fix |
|---|---|---|
| No URLs are flagged even though weak pages exist | Thresholds are too strict or the impressions minimum is too high. | Lower the impressions minimum or relax a spend/CPA/ROAS threshold to let more URLs qualify. |
| Too many URLs are flagged, including strong pages | Thresholds are too aggressive or the data window is too short. | Raise the impressions minimum, tighten the CPA or ROAS threshold, or switch to account-level analysis for more data before acting. |
| Execution mode applied an exclusion to the wrong campaign | Account-level analysis selected when campaign-level was intended. | Switch to campaign-level analysis so exclusions target only the campaigns where the URL underperforms. |
| Google Ads is not showing the applied exclusion | API call may have failed or the campaign status filtered it out. | Check that the campaign is enabled and that the exclusion appears in suggestion mode results before enabling execution mode. |
| Suggestions look correct but results have not improved | Exclusions reduce future spend on weak pages but do not instantly move existing conversion attribution. | Allow a few days after exclusions are applied and compare before/after URL-level performance in Google Ads. |
#Frequently asked questions
Does execution mode change campaigns immediately?
Can I use both suggestion mode and execution mode at the same time?
What happens if a URL is excluded in execution mode but later starts performing well?
Which campaigns are included in the analysis?
What is the minimum data required before a URL can be excluded?
Does suggestion mode validate the exclusion with Google Ads?
Will excluding a URL hurt my PMax campaign's learning?
#Best practices
- Always run suggestion mode first to preview results before enabling execution mode.
- Set a minimum impressions threshold so URLs without enough data are not evaluated prematurely.
- Align CPA and ROAS thresholds with your actual account targets, not generic benchmarks.
- Use campaign-level analysis for high-volume campaigns that warrant individual control.
- Use account-level analysis when weak URLs appear broadly and you want a combined signal faster.
- Review flagged URLs in your dashboard regularly. Do not treat the first setup as permanent.
- Check that enabled campaigns and correct targeting modes are set before running automation.
- After switching to execution mode, cross-check new exclusions in Google Ads to confirm they applied.
- Adjust thresholds whenever account goals, budgets, or seasonal conversion patterns change.
- Do not exclude strategically important pages. Review suggestions carefully before going automatic.