Google introduced a new Campaign Type attribute within the Channel Performance report, added ROAS and CPA metrics, and enabled network-level splits for PMax at the Asset Group level. While the view remains PMax-only for now, the inclusion of Campaign Type signals expansion to additional campaign types, likely starting with Demand Gen, and programmatic (API) access is expected. These changes move reporting toward a unified, cross-network view that may replace parts of the older Network report. For contractors, the upgrades improve accountability and control by revealing which networks actually drive qualified calls, separating brand from non-brand, and curbing waste on low-intent video/display.

Google’s new “Campaign Type” in Channel Performance: more accountability for PMax, better calls for contractors

TL;DR Google slipped a “Campaign Type” field into the Channel Performance report, added ROAS/CPA, and let us split PMax by network in Asset Group reports. It’s still PMax-only today, but it’s a clear step toward cross-campaign, cross-network accountability (Demand Gen likely next, API access coming). For contractors, use this to judge where PMax is actually driving calls, separate brand from non-brand, and cut waste on video/display that doesn’t book jobs.

What actually changed (in plain English)

• Campaign Type attribute appeared in Channel Performance. It’s inactive today, but it signals that this view won’t be PMax-only for long.
• ROI metrics (ROAS and CPA) now show in Channel Performance and Asset reports — finally, dollars and cost per lead right where you analyze channels.
• For now, a tooltip says Channel Performance is PMax-only — but adding Campaign Type implies expansion to more campaign types soon.
• Demand Gen looks like the next campaign type to get pulled into this cross-network view.
• Programmatic access (API) is expected, so your analysts can pipe this into dashboards/CRMs.
• You can now dissect PMax by network at the Asset Group level — a long-requested way to see how much is really Search vs YouTube vs Display, etc.
• This points toward a unified, cross-network performance view that may replace parts of the older Network report down the line.
• Hat tip: Mike Ryan (Smarter Ecommerce) was first to spot the Campaign Type addition.

Calls, not clicks. If we can’t see where PMax is fishing, we can’t decide if the pond is worth the bait. This update helps.

Why contractors should care

PMax has been a black box. You feed it assets and a budget, it sprays across Search, YouTube, Display, Maps, Discover — and you hope the phones ring. The new Channel Performance upgrades (Campaign Type, ROAS/CPA, network-level visibility in Asset Groups) move us toward what matters: which networks produce qualified calls at a cost that makes sense.

For HVAC, plumbing, and electrical shops, this means two practical wins:

• Accountability: You can judge if spend is leaning too hard into cheap but low-intent video/display instead of Search and Maps that actually book jobs.
• Control: With clearer ROAS/CPA and network splits, you can set tighter goals, add exclusions, and isolate brand vs non-brand.

How to use this now (practical steps)

1. Wire your conversions around calls, not clicks.
   • Primary conversions: phone calls from ads

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