Google Ads Shows PMax Partner Domains in Reports

Advertisers using Performance Max (PMax) campaigns are starting to see much more detailed placement information appearing in Google Ads reporting. This update reveals individual Search Partner domains, network types, and impression counts, data that had previously been absent for many accounts. For paid search professionals, this marks a long-awaited step toward greater transparency in the way PMax campaigns allocate budget across Google’s partner ecosystem.

Why This Update Matters

Since PMax campaigns began running across Google’s Search Partner Network, advertisers have struggled to see exactly where their ads are appearing. The placement report in Google Ads existed in the interface but often returned no data, leaving marketers in the dark. Now, at least for some accounts, the report is showing the actual domains where ads are served, as well as how many impressions each domain receives.

PPC marketer Thomas Eccel flagged the change on LinkedIn, noting the significance for advertisers: “I finally see where and how PMax is being displayed! But also cool to see who the real Google Search Partners are. That was always a blurry grey zone.”

This newfound visibility allows marketers to perform more informed brand safety checks. Knowing which partner sites are showing ads is crucial for ensuring content appears alongside appropriate material, particularly for advertisers in sensitive sectors such as finance or health.

What the Report Shows — and What It Doesn’t

While this update is a welcome improvement, it’s important to understand its limitations. Google designed the placement report as a tool for brand safety rather than performance analysis. Advertisers can see which domains served their ads and how many impressions occurred, but clicks, conversions, and costs at the individual placement level are not included.

Search Partner costs remain aggregated in the channel performance report rather than being broken out by domain. This means marketers cannot use the placement report alone to calculate ROI or optimise campaigns based on individual site performance. Instead, the data serves as a guide for exclusions and safety reviews, helping advertisers avoid sites that may not align with their brand standards.

The Evolution of PMax Reporting

Google has gradually expanded PMax reporting over the past year. Initially, channel-level reporting launched in mid-2025, offering insights into performance by surface type. Later, deeper asset segmentation was added, and now placement-level impression data is becoming available for more accounts. Each update has improved visibility, but complete performance metrics by domain are still absent.

The addition of Search Partner domain visibility is significant because PMax does not offer the same “Search Partners” toggle as standard Search campaigns. Advertisers previously had limited options for understanding how budget was being spent outside of Google’s main search pages. Being able to see which domains are delivering impressions adds a new level of insight, even if it is only part of the bigger picture.

Using the Data Effectively

Advertisers should approach the placement report with the right mindset. Its primary function is to ensure brand safety and monitor where ads appear, not to serve as a comprehensive performance metric. By reviewing the domains receiving impressions, marketers can make informed decisions about which partners to include or exclude.

For brands in highly regulated industries, the ability to verify ad placements is critical. Seeing the actual partner domains can prevent ads from running alongside inappropriate content and safeguard brand reputation. Even without click or conversion data, the placement report gives marketers a valuable tool for maintaining oversight of their campaigns.

Looking Ahead

While the placement report now offers more transparency, questions remain about whether Google will expand it to include clicks, conversions, and costs at the placement level. For now, advertisers can use the data to review impressions across the Search Partner Network and make informed decisions about exclusions.

The evolution of PMax reporting demonstrates Google’s gradual move toward transparency while still maintaining some opacity around full campaign performance. For paid search professionals, the key takeaway is that this is a step in the right direction, providing much-needed insight into where ads are showing and helping marketers balance brand safety with campaign optimisation.

As Google continues to refine PMax reporting, advertisers should check their accounts regularly for updates, review the placement data for potential issues, and use it to improve the safety and effectiveness of their campaigns across the Search Partner Network.