Google has widened Waze Ads to 42 countries total, up from a US-only footprint, according to an update to its Performance Max help documentation. The change lets store-goal campaigns in Waze target three outcomes: visits to a physical store, sales tied to those visits, and drivers asking for directions to a location. New markets include the UK, Germany, France, Brazil, Mexico, Australia, and most of the European Union.
Waze Ads relaunched domestically in July 2025 and folded into Google Ads’ Performance Max in November 2025, according to Search Engine Roundtable. The latest documentation swap, spotted by the outlet, replaces language limiting availability to “the United States” with “select global markets” and appends the full country list.
For multi-location advertisers, Waze now functions as a second in-car ad surface alongside Google Maps, reachable through the same Performance Max store-goal setup already used for Maps placements. Retailers running store-visit campaigns in the newly added countries should check their Performance Max asset groups now, since eligibility runs through existing bidding structures rather than a separate signup.
Search Engine Roundtable’s Barry Schwartz reported the documentation change on September 4, 2026.
