Waze Inventory Added to Pmax
And of course, we didn’t get a say. Google just rolled out a new update: Performance Max campaigns with store goal campaigns may now automatically serve on Waze.
And honestly? It feels less like an improvement and more like another forced placement we can’t opt out of.
Here’s the issue:
Waze isn’t Google Maps. People use Maps when they’re actually looking for a business. People use Waze to dodge traffic, avoid accidents, and see where the police are hiding. They’re not in “find a lawyer” mode.
So when PMax quietly pushes legal ads onto Waze with no visibility, no reporting, and no ability to turn it off it’s hard to see who this actually benefits.
And yes, this means:
If you’re running PMax with a location extension, your ads can show on Waze now.
You won’t know when, how often, or what it costs you.
That’s the frustrating part: more placements, fewer choices.
Why it matters for legal marketers
Intent matters. Transparency matters. And right now, Google keeps expanding inventory while giving advertisers less control every update. For legal campaigns, where precision and cost-efficiency really matter, that’s not great.
Bottom line
This Waze expansion feels like another “just trust us” move from Google without offering the insight or control to actually trust it. Advertisers deserve better options and at the very least, the ability to opt out.
