Google Ads lets PMax campaigns send clicks to your Business Profile instead of your website
Performance Max now gives you a choice about where local traffic lands from paid search. Here's what changed and why it matters for your conversion funnel.
The 5-second version
- Google Ads added a new Performance Max option that routes clicks to either your website or your Business Profile.
- This gives you control over where local traffic lands from PMax campaigns instead of Google deciding.
- The move lets you test which destination converts better for your specific business and customer behavior.
Google Ads shipped a change to Performance Max that hands back control to advertisers. Starting September 15, 2026, you can now choose whether clicks from your PMax campaign land on your website or on your Google Business Profile instead of letting Google route the traffic for you.
Why this matters to your bottom line
Performance Max is built to chase conversions at scale, but it didn't care where the conversion happened. A local plumber or a retail shop owner might have seen half their PMax clicks go to the website and half to their Business Profile, even if one destination converts way better than the other. Now you get to pick which one gets the traffic.
This is important because the two destinations serve different customer intents. Your Business Profile is optimized for immediacy: a customer sees your hours, address, phone number, and recent reviews in a single glance. Your website is optimized for browsing: product pages, filters, comparison, shopping cart. For a local business pulling traffic from paid search, one of those destinations will almost always crush the other. Now you can choose.
How the choice breaks down
- Send to your website if you need customers to complete a sale online, fill out a lead form, or see your full product range.
- Send to your Business Profile if your money comes from foot traffic, phone calls, appointment bookings, or local reviews that drive repeat business.
- Test both in parallel campaigns to see which destination converts your customers into the action you actually need.
This change is live now for most advertisers. If you're running Performance Max campaigns, check your campaign settings when you next edit a PMax ad group. The landing destination option will appear in the same place you'd normally choose your website URL.
For most local and small business owners, the biggest win here is control: you no longer have to accept Google's choice of where your paid traffic lands. You know your customers better than the algorithm does. Now you can prove it with conversion data.
Questions owners ask
What's the difference between sending PMax clicks to my website versus my Business Profile?
Your website shows your full product catalog and checkout flow, best for online sales. Your Business Profile shows hours, location, phone, photos, and reviews, best for driving store visits or calls. Google now lets you choose which one matters more for each campaign instead of deciding it for you.
Why would I send PMax traffic to my Business Profile instead of my website?
If your business makes money from foot traffic, phone calls, or local customers leaving reviews, the Business Profile is a faster path to conversion than clicking through your full website. It gets local shoppers to your address, hours, and call button in one step.
Can I test both destinations to see which converts better?
Yes. You can run Performance Max campaigns that send traffic to your website and separate ones that send to your Business Profile, then compare which destination drives more of the conversions you actually care about (sales, calls, store visits).
How do I set this up in Google Ads?
The new option appears in Performance Max campaign creation. You choose your landing destination (website or Business Profile) before you launch. If you're not seeing it yet, the feature is rolling out to all advertisers as of September 2026.
