Introduction: Performance Max

Overview

Now that you’ve created and launched a standalone Google Search Ads campaign, it’s time to explore Performance Max (PMax), Google’s advanced campaign type that integrates your Search efforts with Display, YouTube, Shopping, Gmail, and Discover ads.

This module will guide you through leveraging PMax to enhance conversions, build brand awareness, and scale efficiently, complementing your Search campaign with minimal effort. If you need a partner after completing this course, our ads agency can assist.

Questions answered in this module

• What is Performance Max, and how does it complement my Search Ads?
• Should my startup use Performance Max?
• How do I create effective PMax campaigns?

What is Performance Max?

Performance Max (PMax) is Google’s most powerful campaign type, using its advanced AI and machine learning to optimize ads across multiple channels—Search, Display, YouTube, Shopping, Gmail, and Discover—based on your goals (e.g., conversions, brand awareness).

It's honestly so powerful that we often don't recommend running dedicated Display and YouTube campaigns unless you have very specific reasons to do so.

If you really want, you can get it create all the assets for you by automatically grabbing information from your website. Everything here was autogenerated by Google:

And it automatically will generate:

Of course, they might not be the best but it's a great starting point.

Building on your existing Search campaign (e.g., targeting “landscaping services,” “landscaper near me”), PMax enhances performance by:

• Search Ads: Reinforces high-intent text ads on Google search results, capturing users searching for your services.
• Display Ads: Delivers visual banners, images, or videos on websites, apps, and videos in the Google Display Network (GDN) for brand awareness and remarketing.
• Shopping Ads: Directly promotes your ecommerce products directly in Google's properties.
• YouTube Ads: Runs video or skippable ads on YouTube for engagement and reach, targeting users interested in your industry.
• Gmail and Discover Ads: Shows personalized ads in Gmail inboxes and Google Discover feeds for broader exposure.

PMax uses Broad Match keywords, Responsive Ads (Search, Display, YouTube), and Smart Bidding (e.g., Target CPA, Target ROAS) to automate targeting, bidding, and ad creation, requiring only high-quality assets and clear goals. It complements your Search campaign by driving lower-intent traffic (Display, YouTube) while maintaining high-intent conversions (Search).

PMax vs. Standalone Campaigns

PMax builds on your Search campaign, adding Display and YouTube for broader reach and remarketing, with minimal additional setup.

And it leverages Google's full algorithmic power, letting it use its trillions of data points to decide when, where, and what to show people in hopes of getting them to convert.

PMax can help increase the efficiency of your existing Search Ads, and may eventually nearly replace it entirely.

What Performance Max is best for

PMax excels for startups with these characteristics:

• Growth goals: Ideal for driving conversions (Search), brand awareness (Display, YouTube), and remarketing (all channels), not just immediate sales.
• Visual appeal: Products with strong visuals (e.g., landscaping services, UI design tools) benefit from Display and YouTube Ads, while Search Ads target high-intent queries.
• Limited resources: Perfect for founders without design or SEM expertise—PMax requires minimal assets and automates targeting, bidding, and optimization, complementing your Search setup.
• Competitive niches: If Search CPCs are high (e.g., >$10/click for insurance, education), PMax’s Display and YouTube components lower CPA by reaching broader audiences at lower CPMs, driving Search-qualified traffic indirectly.

Users across channels have varied intent—high for Search (“landscaper near me”), low for Display/YouTube (browsing content)—but PMax’s in-market audiences, affinity segments, and remarketing lists ensure relevance, enhancing your Search performance.

Recommendations

• Launch PMax after Search: With your Search campaign running, add a PMax campaign, uploading 3–5 images, 5 headlines, 5 descriptions, and optional videos—Google auto-optimizes Search, Display, and YouTube for conversions and awareness.
• Use Smart Bidding: Rely on Target CPA, Target ROAS, or Maximize Conversions to optimize bids dynamically across channels, reducing manual adjustments and syncing with your Search strategy.
• Target strategically: Use in-market audiences (e.g., “Home & Garden” for landscaping), affinity audiences (e.g., “Home Improvement Enthusiasts”), and remarketing lists (e.g., Search visitors) to reach relevant users cost-effectively, complementing Search targeting.
• Start small, scale gradually: Allocate 20–30% of your total budget ($600–$1,500/month) to PMax initially, monitor CPA and ROAS for 30–60 days, then scale to 30–50% ($1,500–$3,000/month) if profitable (e.g., CPA ≤$50, ROAS ≥300%).
• Integrate with Search: Pair PMax with your Search Ads (e.g., 80/20 split) to lower overall CPA and boost brand awareness, using Smart Bidding for synergy across channels.

Final notes

Performance Max uses the full power of the Google algorithm to run your ads. You give up a ton of control and insight but more often than not get rewarded with more conversions and a better CPA/ROAS.

Let's dive deeper into how to run PMax effectively.