Starting December 4, 2026, Performance Max image extraction will be on by default in newly created campaigns, even if dynamic images are turned off at the account level. Existing campaigns keep their settings. Plus: automatically sourced videos in Performance Max, percentage multipliers for new customers, a learning period capped at seven days, and Merchant Center passkeys starting October 29.
At a glance
| Update | What's changing | Who it affects | Action needed | Source + date |
|---|---|---|---|---|
| Performance Max image extraction | On by default in new campaigns from December 4, 2026 | Anyone creating new PMax campaigns | High, before December 4 | PPC Land, October 21, 2026; Relevant Audience, October 23, 2026 |
| Sourced videos in Performance Max | Google adds up to 10 found videos per asset group | PMax advertisers with brand guidelines | Medium, check now | Search Engine Roundtable, October 23, 2026; PPC Land, October 25, 2026 |
| Customer lifecycle goals | Percentage multipliers from 1.1x to 5x, new modes for existing customers | Stores and lead gen with new-customer goals | Medium | Search Engine Roundtable, October 22, 2026; PPC Land, October 22, 2026 |
| Smart Bidding learning period | "Learning" status lasts 7 days at most | Everyone using Smart Bidding | Low | Search Engine Roundtable, October 21, 2026; Google Ads Help |
| Merchant Center passkeys | Passkey required for sensitive actions from October 29, 2026 | Stores using Google Shopping | High, this week | FeedArmy, October 23, 2026; Adriaan Dekker, October 23, 2026 |
Performance Max image extraction: what changes on December 4
Image extraction means Google Ads automatically pulls images from your website into your ads. Google is changing this feature for Google Performance Max, the fully automated campaign type that runs across all Google channels. According to PPC Land on October 21, 2026, the Google Ads API team announced the change on the Google Ads Developer Blog.
Starting December 4, 2026, image extraction will be on by default in newly created Performance Max campaigns. This applies in the Google Ads API, the Google Ads interface and Google Ads Editor. According to Relevant Audience on October 23, 2026, the new default applies even when the "Dynamic images" setting is turned off at the account level. In other words, the account setting no longer protects new campaigns.
Existing Performance Max campaigns keep their current configuration. Through the API, you can turn the feature off per campaign by setting GENERATE_IMAGE_EXTRACTION to OPTED_OUT. According to Relevant Audience, the announcement does not yet describe a campaign-level switch in the interface or Editor. PPC Land also notes it is unclear whether campaigns created on December 4 itself fall under the new rule.
What does this mean for your business?
If you deliberately turned off image extraction at the account level, for example because of outdated photos or third-party image rights on your website, you will need to check new campaigns individually from December onward. Stroe Media recommends creating planned holiday and January campaigns before December 4 where possible. Also review which images sit on your landing pages, because those are exactly what Google can use.
Sourced videos: Google adds videos to Performance Max automatically
Performance Max now has a new switch called "Sourced videos" in the asset optimization section. Search Engine Roundtable reported on the feature on October 23, 2026. With it, Google uses AI to find relevant videos from approved sources and add them to campaigns.
According to PPC Land on October 25, 2026, Google can add up to 10 of these videos per asset group. Sources include approved URLs from social media platforms, landing pages and linked YouTube channels. The videos are hosted on a Google-owned YouTube channel showing the advertiser's name and logo. The switch is on by default for new campaigns, and according to PPC Land, existing campaigns may have been turned on through an update. The feature requires a daily budget above $5.
What does this mean for your business?
Open the settings of every Performance Max campaign and check under asset optimization whether "Sourced videos" is active. "Manage sources" shows which URLs are approved. If you have strict brand guidelines or no longer want to show old social media videos, turn the option off.
Customer lifecycle goals: percentage multipliers for new customers
Customer lifecycle goals are campaign goals that let Google Ads place a higher value on new or existing customers. According to Search Engine Roundtable on October 22, 2026, citing posts by Google's Ads Liaison, Google is rolling out three updates in October.
First, percentage multipliers are leaving beta. According to PPC Land on October 22, 2026, they range from 1.1x to 5x and scale a new customer's conversion value with cart size. At 1.2x, $100 in revenue becomes $120 in conversion value. The multipliers apply to Search, Shopping, Performance Max and Demand Gen, globally in Google Ads and Search Ads 360.
Second, High Value Mode for high-value new customers is coming to Shopping campaigns. Third, the Re-engagement, Retention only and Loyalty modes for existing customers are available in Performance Max, Search and Shopping. According to Search Engine Roundtable, Re-engagement targets customers who haven't ordered in a while. Retention only reaches just the customer segments you specify.
What does this mean for your business?
Until now, advertisers could only set a fixed additional value for new customers. Percentage values fit better for stores with widely varying cart sizes. Well-maintained customer lists in the account are a prerequisite. Stroe Media recommends testing the multipliers at a moderate value before the holiday season and reviewing results after two weeks.
Smart Bidding learning period: seven days at most, says Google
Smart Bidding is Google Ads' automated bidding, which sets bids based on conversion data. Google has revised its help page on the learning period. According to Search Engine Roundtable on October 21, 2026, and the current Google Ads Help page, the visible "Learning" status never lasts longer than seven days.
According to Google, learning starts with a new or reactivated bid strategy, with changes to the mix of campaigns, ad groups or keywords, and with significant changes to conversion goals. Changes to budgets, targets, ads and targeting do not trigger it. In our Google Ads News Week 39, we reported that learning was tied to roughly 50 conversions. The current help page does not mention that threshold. Google also distinguishes there between the status and the time performance needs to stabilize.
What does this mean for your business?
According to Google, budget and target adjustments do not reset learning. Structural changes and goal changes do. So avoid major restructuring right before important sales days.
Merchant Center passkeys starting October 29
A passkey is a passwordless sign-in method, for example using a fingerprint or Windows Hello. According to FeedArmy on October 23, 2026, Google Merchant Center will require a passkey for sensitive actions starting October 29, 2026. Google is said to be notifying users by email. According to FeedArmy, examples such as adding users or deleting a feed are unconfirmed. Existing Google Ads passkeys are expected to carry over automatically.
So far, this has only been reported by FeedArmy and Adriaan Dekker, with no official confirmation from Google. We did not find a Google help page on it.
What does this mean for your business?
If you use Google Shopping, set up a passkey on every work device this week. According to FeedArmy, passkeys are tied to the device they were created on. Without one, account changes could be blocked when they matter most.
What you should do this week
- 1Under Assets, account-level automated assets, check whether "Dynamic images" is on or off, and note the status.
- 2Create Performance Max campaigns planned for December before December 4, 2026, where possible, or plan a per-campaign opt-out.
- 3Check the "Sourced videos" switch and the approved sources in every Performance Max campaign.
- 4Set up a passkey in Merchant Center on all work devices before October 29, 2026.
- 5For new-customer goals, test a percentage multiplier instead of a fixed additional value.
Frequently asked questions
Conclusion
Image extraction from December 4, 2026, and sourced videos point in the same direction: Google increasingly fills Performance Max with content from your website and channels on its own. That saves work but requires regular asset reviews. Percentage multipliers are a sensible test for stores ahead of the holiday season. The Merchant Center passkey is this week's most urgent task.
Want your Performance Max campaigns reviewed before December? Stroe Media manages accounts as part of our Google Ads services and connects them with SEO. Reach out through our contact form. For last week's updates, see Google Ads News Week 43.
Sources
- Google turns on PMax image extraction by default from December 4, PPC Land, October 21, 2026
- PMax image extraction on by default from 4 Dec 2026, Relevant Audience, October 23, 2026
- Google Ads Asset Optimization Sourced Videos On/Off Toggle, Search Engine Roundtable, October 23, 2026
- Google can add up to 10 crawled videos to PMax asset groups by default, PPC Land, October 25, 2026
- Google Ads Updates To Customer Lifecycle Goals For Holidays, Search Engine Roundtable, October 22, 2026
- Google Ads lets retailers multiply new customer values up to 5x, PPC Land, October 22, 2026
- Google Ads Updates Smart Bidding Learning Documentation With New 7-Day Limit, Search Engine Roundtable, October 21, 2026
- About Smart Bidding learning, Google Ads Help, accessed October 26, 2026
- Google Merchant Center Now Uses Passkey, FeedArmy, October 23, 2026
- Google Merchant needs passkeys from 29th Oct, Adriaan Dekker, October 23, 2026
Author: Stroe Media Editorial Team, Last updated: October 26, 2026