Glossary/AI in Marketing/Search Themes
AI in Marketing
Search Themes
Performance Max signals, up to 50 per asset group, telling Google AI which search topics matter to your business, similar to keywords.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Search themes are optional signals in Google's Performance Max campaigns that tell Google AI which search topics matter to a business, functioning similarly to keywords. Advertisers can add up to 50 per asset group. They help guide where ads appear on Search, especially for new campaigns or topics the system has not yet learned.