Smart Bidding Exploration Reaches PMax and Shopping Ads

Google Ads just made it easier to find converting traffic you didn’t know existed. On October 23, 2026, Google expanded Smart Bidding Exploration to Performance Max and Shopping campaigns, opening up a feature that was previously limited to Search text ads.

If you run Google Ads for your business, this matters because it changes the math on reach and efficiency. Campaigns using Smart Bidding Exploration see an average 27% more unique converting users, according to Google’s own internal data. Here’s what changed and how to use it.

What Smart Bidding Exploration Actually Does

Smart Bidding Exploration lets you set a ROAS tolerance, a range around your target return on ad spend where Google’s AI can bid more expansively. Instead of sticking rigidly to your exact target, the system reaches into queries you aren’t currently winning but that match your existing targeting.

Think of it like this: your current bidding strategy catches the obvious searches. Exploration catches the long-tail searches that convert but fall just outside your target ROAS. You set how much flexibility you’re comfortable with, and Google’s AI does the rest.

According to Google’s data from January and February 2026, Search campaigns using Smart Bidding Exploration see on average an 18% increase in unique search query categories with conversions and a 19% increase in conversions overall.

What’s New: PMax and Shopping Access

The expansion announced on October 23, 2026 opens Smart Bidding Exploration in two ways:

• All Performance Max campaigns without a product feed now have access to Smart Bidding Exploration. Previously it was Search-only.
• A beta for Shopping ads is now available on Performance Max campaigns with a product feed and on standard Shopping campaigns. You need to contact your Google account team to join the beta.

This is significant because PMax and Shopping campaigns are where many e-commerce and retail businesses spend the bulk of their ad budgets. Giving those campaigns the same exploration capability as Search means you can find converting traffic across Google’s full inventory, not just text ads.

How to Set Up Smart Bidding Exploration

Setting it up is straightforward if you’re already using a target ROAS bidding strategy:

1. Open your campaign settings in Google Ads.
2. Look for the Smart Bidding Exploration section under bidding controls.
3. Set your ROAS tolerance. This is the percentage range around your target where Google can bid more flexibly. Start conservative, around 10-15%.
4. Monitor performance for 2-3 weeks before adjusting.

For Shopping campaigns and PMax with product feeds, you’ll need to request beta access through your Google account representative. If you don’t have one, the feature should roll out more broadly in the coming months.

Google recommends that the majority of your campaign traffic uses broad targeting for Exploration to work effectively. If your campaign is narrowly targeted, the AI has less room to explore.

The Budget Side: Channel Prioritization and Promotion Mode

Google didn’t stop at bidding. On October 14, 2026, they also launched channel prioritization and budget allocation controls. You can now categorize ad networks by priority and allocate budget to secondary channels to test them without going all-in.

Combined with Smart Bidding Exploration, you get two new levers:

• Exploration widens which queries you reach within a campaign.
• Channel prioritization controls where your budget goes across networks.

There’s also a new promotion mode in beta that lets you schedule temporary ROAS tolerance and budget increases for peak periods like Diwali sales, year-end clearance or product launches. It works with both Search and PMax campaigns.

For businesses in India, promotion mode is particularly relevant for festive season campaigns where you need to spend more aggressively for a short window without permanently changing your baseline targets.

What to Watch When You Turn It On

Smart Bidding Exploration can increase your conversion volume, but it can also shift where your budget goes. Here’s what to monitor in the first few weeks:

• Overall ROAS: It may dip slightly as the system explores new queries. That’s expected. Watch the trend over 2-3 weeks, not day by day.
• Conversion volume: Should increase if the feature is working as intended. If conversions don’t rise after 3 weeks, your ROAS tolerance may be too tight.
• Search terms report: Check what new queries are driving conversions. You may find audience segments you hadn’t considered.
• Budget utilization: Exploration can spend more if it finds converting traffic. Make sure your daily budget can absorb the increase.

Need help restructuring your Google Ads campaigns to take advantage of these changes? Our paid ads services cover campaign setup, bidding strategy and ongoing optimization. Or book a meeting to discuss your current setup.

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