Google Ads Performance Max can direct ad clicks to a Google-hosted landing experience built from a business's Google Business Profile, rather than sending every visitor to the advertiser's website. The option, labelled “Google Business Profile (optimised for ads),” was highlighted in a Search Engine Watch report on October 9, 2026, after being spotted by Thomas Eccel.
The important qualification is that this is not solely an unconfirmed interface sighting: Google Ads Help documents the Business Profile landing-page option for eligible Performance Max campaigns. However, the interface and availability shown in individual accounts may vary.
What is the new Performance Max destination?
During campaign setup, eligible advertisers may be able to choose between sending users to their website and using a “Google Business Profile (optimised for ads)” destination. The latter is a Google-hosted experience that draws relevant information from the business's existing profile.
Google's documentation says the experience can include the business location, phone number, opening hours, photos and reviews. It can also show a primary call to action, such as calling the business or submitting a lead form, and provide directions or other local information.
Why Google-hosted landing pages matter
For local businesses, the destination after an ad click can be important. A website may offer richer content, ecommerce functionality and full control over the user journey. A Business Profile landing experience instead puts core local information and actions in one place, which may be useful for businesses focused on calls, directions or leads.
Google says the option can help attribute calls and location actions to ads. That could affect how advertisers interpret results: website sessions may not capture every meaningful outcome when the landing experience is hosted by Google. Advertisers should therefore review the conversion actions configured for their campaigns and compare like with like.
Who is eligible?
According to Google's help documentation, only Performance Max campaigns associated with a Google Business Profile are eligible for the Business Profile landing experience. The option should not be assumed to appear in every account or every campaign. Advertisers should check the current campaign setup and official documentation for their market and account.
What advertisers should review before switching
- Campaign objective: decide whether the main goal is calls, direction requests, lead forms, website engagement or online sales.
- Destination experience: compare the actions available on the Google-hosted profile with the pages and conversion paths on your website.
- Profile quality: check opening hours, phone number, address, photos, services and reviews for accuracy.
- Conversion measurement: confirm that the primary action is tracked correctly and that reporting distinguishes local actions from website conversions.
- Website value: retain a website destination when visitors need detailed product information, checkout, account features or a specific landing-page experience.
- Performance testing: compare results over a suitable period and account for differences in conversion definitions before deciding which destination performs better.
Does Performance Max bypass the advertiser's website?
It can, when the eligible advertiser selects the Google Business Profile landing option. This is a destination choice, not evidence that every Performance Max ad automatically stops sending traffic to websites. The campaign's configured destination and available settings determine the user experience.
What is confirmed—and what remains variable?
- Officially documented: Google Ads supports a Business Profile landing experience for eligible Performance Max campaigns.
- Interface label reported: “Google Business Profile (optimised for ads).”
- Reported by Search Engine Watch: Thomas Eccel highlighted the option on October 9, 2026.
- Eligibility limit: the campaign must be associated with a Google Business Profile.
- Variable availability: Google notes that individual options may vary as functionality is enhanced and rolled out.
- Not guaranteed: better performance, more leads or fewer website visits in every account; these outcomes need to be measured.
Frequently asked questions
Can Performance Max ads send users to a Google Business Profile instead of a website?
Yes. Google documents a Business Profile landing experience for eligible Performance Max campaigns, using information from the business's profile.
What information can the Google-hosted experience show?
Google lists location, phone number, opening hours, photos and reviews, along with a primary call to action and local actions such as directions.
Does every Performance Max campaign have this option?
No. Google says only Performance Max campaigns associated with a Business Profile are eligible, and available options can vary.
Should every local advertiser use it?
Not automatically. It may fit campaigns focused on calls, directions or local leads, while a website may be better for ecommerce, detailed product journeys or custom conversion paths.
Will this reduce website traffic?
It may redirect some paid clicks away from the website if selected, but the effect depends on campaign settings and user behaviour. Measure website sessions and local actions separately.
The takeaway
Performance Max offers eligible advertisers a Google-hosted Business Profile landing experience as an alternative to their website. It can put local details, calls, directions and lead actions closer to the ad click, but it is not automatically the best destination for every business. Review profile accuracy, conversion tracking and campaign goals before testing the option, and judge results using comparable performance data.
Sources
Search Engine Watch — Google Ads PMax adds option to send users to Google Business Profile (October 9, 2026); Google Ads Help — Use your Business Profile as a landing page.