Google Ads
Performance Max explained: when to use it and when not to
Performance Max runs your ads across Search, Shopping, YouTube, Display, Gmail and Maps from one campaign, using Google's automation. It works best with good conversion tracking, strong product data and clear goals.
How it works
You give Google your goals, budget, images, videos, headlines and, for online shops, your product feed. Google decides where to show ads and how much to bid, aiming for the most conversions or value.
When it works well
- Online shops with a well-optimized product feed
- Accounts with reliable conversion tracking and enough data
- Businesses happy to give Google room to test
Common mistakes
- Tracking the wrong conversions, so Google optimizes for the wrong thing
- Letting it take credit for people already searching your brand
- Weak images and video, which hold back placements outside Search
- Launching with too little budget or data to learn from
Keeping control
Google has been adding more controls over time, such as brand exclusions and reporting on search terms. Use them, and run Search campaigns alongside for the terms you want to manage closely.
FAQs
Should Performance Max replace Search campaigns?
Usually not. Most accounts do best running both.
Is Performance Max good for lead generation?
It can be, but only with tracking that records quality leads, not just form fills.