How Performance Max works
- GoalYou pick conversions and an optional target.
- AssetsYou add text, images, logos and videos.
- SignalsYou add audiences and search themes.
- Google AIIt chooses channels, bids and ad mixes.
Strengths and trade-offs
- Reach across every Google channel
- One campaign to manage
- AI tests creative mixes
- Finds buyers you might miss
- Less control over placements
- Less detail in reporting
- Can favor cheap brand traffic
- Needs accurate conversion data
When it fits a local business
Performance Max works best with steady conversion data, good images and video, and a clear value per lead. Without those, it can spend on cheap display clicks and brand searches that would have come anyway. Add brand exclusions and negative keywords to keep it focused.
Keep Search running too
Google calls Performance Max a complement to keyword-based Search campaigns. When a search is identical to an exact match keyword in a Search campaign, Google gives that campaign priority. Many local accounts run Search for core services and test Performance Max on top.
Good example. A roofing company adds Performance Max after six months of tracked calls and forms. It excludes its brand name and adds job photos.
Bad example. A new account launches only Performance Max with stock photos and no call tracking. No one can tell which leads are real.
Our Google Ads management decides when Performance Max fits and when Search alone works better.