TL;DR Summary:
Global Waze Expansion: Google has expanded Waze Ads beyond the United States to 42 countries, opening the format to major markets like Canada, the UK, Brazil, and much of Europe.Store Goal Eligible: The rollout applies to Performance Max campaigns using Store Visits, Store Sales, or Local Actions Directions, but only in supported countries.What Changed Now: Google updated its help center to remove the US-only limit, signaling the first international expansion since Waze Ads relaunched in 2025.Next Step For Advertisers: Check whether your target market is on Google’s 42-country list before adjusting your Performance Max settings.Where can advertisers now run Waze Ads outside the United States? Google has expanded Waze Ads to 42 countries, ending the US-only restriction that applied since the format relaunched. This matters right now because advertisers running Performance Max campaigns in Canada, the UK, Brazil, and dozens of other markets can start using Waze Ads for store-focused goals without waiting for a wider rollout announcement.
Waze Ads Now Cover 42 Countries Through Performance Max
Google updated its Performance Max help documentation to reflect the change. Barry Schwartz reported the update on September 4, 2026, noting that the help center previously stated Waze Ads were available “only in the United States.” The new wording says Waze Ads are “currently available across select global markets.” The list Google published includes the United States, Canada, Brazil, Mexico, Colombia, Argentina, Chile, Australia, Malaysia, Israel, the United Kingdom, and 30 countries across Europe, including Germany, France, Italy, Spain, Poland, and Sweden.
What Changed In The Google Ads Help Center
The prior version of the document limited Waze Ads to store goal campaigns bidding on Store Visits, Store Sales, or Local Actions Directions, and only for advertisers in the United States. The updated document keeps those same three bidding goals but removes the US-only restriction. If you manage a Performance Max campaign with a store goal, you now need to check whether your target country appears on Google’s list of 42 supported markets. If it does, you can set up Waze Ads bidding on Store Visits, Store Sales, or Local Actions Directions the same way US advertisers have since November 2025. As this kind of store-goal visibility spreads across more channels and more countries, advertisers face the same challenge they already know from search: tracking where their presence actually shows up. Platforms like Nuwtonic SEO are built for exactly this kind of cross-channel visibility tracking, helping teams see where optimization effort is paying off as new ad surfaces like Waze come online.
Background On The Waze Ads Rollout
Waze Ads relaunched in the United States in July 2025. Google then moved Waze Ads into Google Ads through Performance Max in November 2025, folding the format into the same campaign type advertisers already use for store visit goals. The September 2026 update marks the first time Google has extended Waze Ads access beyond the US since that November 2025 move. Google has not disclosed a timeline for adding more countries beyond the current 42, and it has not shared pricing details tied to the expansion.
What This Means For Advertisers Running Store Goal Campaigns
If your business operates in one of the 42 listed countries, you can now factor Waze Ads into your Performance Max store goal strategy. This applies specifically to campaigns bidding on Store Visits, Store Sales, or Local Actions Directions, not to every Performance Max campaign type. Advertisers in markets not on the list, such as Japan or India, still cannot access Waze Ads through Performance Max. Google gave no confirmed date for when or whether it will add those markets.
Check whether your target country appears on Google’s list of 42 supported markets before you adjust your Performance Max settings. Confirm your campaign uses a store goal bidding on Store Visits, Store Sales, or Local Actions Directions, since Waze Ads only apply to those three goals. Watch the Google Ads help center for further updates, since Google has not confirmed a timeline for adding more countries to the Waze Ads list. As store-goal advertising channels like Waze Ads expand across markets, keeping visibility strategy organized becomes just as important as the campaigns themselves—tools like Nuwtonic SEO can help teams prioritize where their optimization efforts matter most across search and AI-driven channels alike.
