# Google clarifies how Performance Max page feeds and URL expansion work

> Google updated its Performance Max page feeds help text. With Final URL expansion on, ads use all site URLs plus your feed. Off, only your feed. What to check.
- **Author**: Marxx
- **Published**: 2026-11-12
- **Category**: Google Ads
- **URL**: https://marxx.ai/library-news/google-pmax-page-feeds-final-url-expansion-clarified

---

Google rewrote the Page feeds section for Performance Max to explain how it works with Final URL expansion. With expansion on, ads can use every URL Google knows for your site plus your feed URLs. With it off, ads use only your feed URLs. Search Engine Roundtable reported it on **11 November 2026**.

## What we know

- **Reported:** [Search Engine Roundtable](https://www.seroundtable.com/google-ads-performance-max-page-feeds-update-42503.html) says Google updated the section, citing a LinkedIn post that shared a screenshot. We did not find a Google announcement.
- **Also reported:** [Search Engine Land](https://searchengineland.com/google-ads-gives-performance-max-page-feeds-a-makeover-with-clearer-url-controls-501332) describes clearer URL controls. We could not open it.
- **Not stated:** a new setting. This looks like a clearer explanation, not a new feature. Treat it as reported until you see it in your own account.

| Final URL expansion | Landing pages your ads can use |
|---|---|
| On | All URLs Google knows for your site, plus your page feed |
| Off | Only the URLs in your page feed |

## What it means for your ad account

If expansion is on, your page feed does not limit where people land. Say you sell a INR 2,500 kurta and have an out-of-stock page. With expansion on, ads can still send people there. Turn expansion off and keep the feed clean if you want control.

## What to do this week

1. **Check Final URL expansion** in each Performance Max campaign.
2. **Open your page feed** and remove broken, old or out-of-stock URLs.
3. **Exclude pages** you do not want as landing pages, such as "about us".
4. **Use custom labels** to group URLs by asset group.
5. **Compare landing page results** after a week.
6. **Read the other changes** in [Performance Max may skip brand searches](/news/google-pmax-may-filter-brand-searches) and [the asset group A/B test](/news/google-pmax-asset-group-edits-ab-test).

## FAQ

### Does turning off Final URL expansion lower sales?

Google's page does not say. It limits where ads can send people, so test it.

### Is this a new Performance Max setting?

Reports describe a rewrite of the help text, not a new setting.

### Do I need a page feed?

No. It is optional, and it works with expansion on or off. See [Performance Max needs 15 conversions](/news/google-pmax-15-conversions-30-days-stable) for another recent Google change.

---
- [More Google Ads articles](https://marxx.ai/library-news/category/google-ads)
- [All articles](https://marxx.ai/library-news)