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Performance Max search themes are optional signals that give Google context it may not already get from the landing page, assets, or feed.

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They are not a keyword list to fill for decoration.

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Review each theme beside one asset group's actual purpose.

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Ask what distinct business knowledge it adds.

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Then flag spelling variants, synonyms, and themes that may express the same need.

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Overlap is a reason to investigate, not proof that removing a theme will improve performance.

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Next, inspect the reporting Google provides.

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Look at relevant search terms and categories, the source column, and the usefulness indicator.

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Keep the boundary clear.

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The usefulness indicator concerns incremental traffic attributed to a supplied theme.

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It does not establish incremental conversions, profit, or causal lift.

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Suppose a backup asset group includes a theme for HIPAA backup.

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Retain it only if the offer, landing page, and assets genuinely support that regulated use case,

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and the reporting evidence justifies the decision.

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Otherwise, keep it under review.

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Finish with one bounded outcome per theme.

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Retain, replace, remove as a duplicate, or leave unchanged while evidence is missing.

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Then record why.