Microsoft expands search themes in Performance Max to 50

Ahead of a slate of announcements coming next week, Microsoft Advertising says advertisers can now add up to 50 search themes to Performance Max campaigns — a significant increase from previous limits.

Why we care. Search themes act as strategic signals that guide Performance Max toward the queries and intent patterns advertisers care most about. Increasing the cap gives marketers far more room to shape how automation interprets demand, especially for complex or multi-category businesses.

Advertisers will also no longer have to collapse intent into a handful of themes or spin up multiple campaigns just to reflect different product lines or use cases.

The big picture. Microsoft is leaning into signal-based control rather than rigid keyword targeting. Advertisers can pair search themes with LinkedIn profile targeting and other audience signals, including impression-based remarketing, to help Performance Max focus on high-value customers instead of broad, generic demand.

What to watch. Microsoft says additional updates are coming in its Advertising blog next week, suggesting this expansion is part of a broader push to make Performance Max more flexible — and more advertiser-guided — without walking back automation.

First seen. Microsoft Product Liaison Navah Hopkins shared this news on LinkedIn as well as teasing some updates coming next week Wednesday (Jan 14th).

The bottom line. By allowing up to 50 search themes, Microsoft is giving advertisers a stronger steering wheel for Performance Max, not by adding complexity, but by expanding the signals that matter most.