Paid Media

Performance Max: audit where your ads send visitors

Find unexpected Performance Max landing pages, identify the route that sent visitors there, and test targeted URL exclusions.

Vladlens Kecko · 2026-11-13 · 4 min read

When Performance Max sends visitors to an unexpected page, start with the reported destination and its source. A product URL, an asset group's final URL and a URL selected through expansion each call for a different check.

1. Build a destination list

Choose one campaign and a date range with enough activity to investigate. In Google Ads, open Campaigns → Insights and reports → Landing pages and filter to that campaign. Export the landing pages and view expanded landing pages where available. Save URLs, clicks, and the conversion actions you use to judge success. Keep the original URL in your notes when grouping parameter variants. Check a sample on mobile, including redirects, the offer and the next step. Google’s Performance Max reporting guide.

2. Compare the report with campaign settings

Record the asset group final URLs, Final URL expansion setting, page-feed labels if used, and Merchant Center product URLs if linked. Start with URLs that are clearly unsuitable, such as job listings, then inspect pages where the offer or language seems wrong. A page’s presence in the report alone may not identify how it was selected. Cross-check the configuration and use a controlled test if more than one source could explain it.

A page feed can guide URL selection while expansion is on. It does not limit expanded destinations to that feed. When considering turning expansion off, review the asset group, assigned page-feed URLs and product destinations relevant to the campaign. Google’s Final URL expansion guidance.

3. Change the narrowest setting and check the outcome

If expansion sends traffic to an unsuitable page, start with an exact URL exclusion or a narrowly defined section rule. List allowed URLs that resemble the excluded ones and check the rule against both sets. If the URL is explicitly configured or comes from a product entry, correct that source. Record the settings and the change date, then check fresh destination data after it populates. Review conversion quality with enough time for your reporting lag before judging the result. Google’s URL exclusion examples.

Use the Merchant Center diagnostics guide for product and variant issues. The paid landing-page guide covers what happens after the click. For help auditing campaign destinations, see our paid media service. Book a free 30-minute founder-led growth review for a short written plan with three priorities.