Performance Max Campaigns
Everything you need to know about Google's AI-powered campaign type. Setup best practices, optimization strategies, and when (not) to use PMax.
Performance Max campaigns can deliver exceptional results, but only when properly configured. The most critical success factors are providing maximum quality assets, setting up meaningful audience signals, and implementing brand exclusions—without these, PMax often cannibalises branded traffic and inflates reported conversions.
What is Performance Max?
Performance Max (PMax) is Google's AI-driven campaign type that uses machine learning to optimize ad delivery across all Google properties—Search, Display, YouTube, Gmail, Discover, and Maps—from a single campaign.
Unlike traditional campaigns where you control every aspect, Performance Max uses your conversion goals, creative assets, and audience signals to automatically find the best customers and deliver the right message at the right time.
It replaced Smart Shopping campaigns in 2022 and has become Google's default recommendation for many advertisers. But that doesn't mean it's right for everyone.
Key Benefits of Performance Max
Full Funnel Coverage
Reach customers across Search, Display, YouTube, Gmail, Discover, and Maps—all from a single campaign.
AI-Powered Optimization
Google's machine learning automatically optimizes bids, audiences, and placements in real-time.
Simplified Management
One campaign type replaces multiple campaign types, reducing complexity and management time.
New Customer Acquisition
Built-in settings to prioritize finding new customers over remarketing to existing ones.
Asset Requirements
Performance Max uses your assets to create thousands of ad combinations. Here's what you need to provide.
Text Assets
| Asset | Minimum | Maximum | Specifications |
|---|---|---|---|
| Headlines | 3 | 15 | Up to 30 characters each |
| Long Headlines | 1 | 5 | Up to 90 characters each |
| Descriptions | 2 | 5 | Up to 90 characters each |
| Business Name | 1 | 1 | Up to 25 characters |
Images Assets
| Asset | Minimum | Maximum | Specifications |
|---|---|---|---|
| Landscape (1.91:1) | 1 | 20 | Min 600x314, rec 1200x628 |
| Square (1:1) | 1 | 20 | Min 300x300, rec 1200x1200 |
| Portrait (4:5) | 0 | 20 | Min 480x600, rec 960x1200 |
| Logo (1:1) | 1 | 5 | Min 128x128, rec 1200x1200 |
| Logo (4:1) | 0 | 5 | Min 512x128, rec 1200x300 |
Video Assets
| Asset | Minimum | Maximum | Specifications |
|---|---|---|---|
| YouTube Videos | 0 | 5 | 10+ seconds, horizontal/vertical/square |
Optimization Strategies
Use Asset Groups Strategically
Create separate asset groups for different product categories or audience segments. Each asset group can have unique creative and audience signals.
- Group products with similar margins together
- Create separate groups for new vs returning customers
- Use asset group-level URLs for landing page testing
Leverage Audience Signals
While PMax can find audiences automatically, providing audience signals helps the algorithm learn faster and target more effectively.
- Upload customer lists for similar audience targeting
- Add custom segments based on search behavior
- Include your website visitors as a signal
- Add in-market and affinity audiences relevant to your offer
Maximize Asset Variety
The more quality assets you provide, the more ad combinations PMax can create and test across different placements.
- Aim for maximum assets in each category
- Include video content (even if simple)
- Test different messaging angles in headlines
- Regularly refresh underperforming assets
Use Brand Exclusions
Prevent PMax from cannibalizing your branded search campaigns by excluding brand terms.
- Add brand terms to the negative keyword list
- Exclude competitor brand terms you don't want to target
- Review search terms report regularly for unwanted traffic
Set Realistic Goals
PMax works best with clear, achievable conversion goals. Start with targets your account has proven it can hit.
- Begin with a target CPA/ROAS based on historical performance
- Allow 2-4 weeks of learning time before adjusting
- Increase targets gradually (10-15% at a time)
Common PMax Mistakes (And How to Avoid Them)
Performance Max is powerful, but easy to get wrong. Here are the most common mistakes we see.
Not Providing Enough Assets
Impact: Limited ad combinations mean limited reach and missed optimization opportunities.
Fix: Aim for at least 10 headlines, 5 descriptions, 10 images, and 2-3 videos.
Ignoring Audience Signals
Impact: The algorithm starts from scratch, leading to longer learning periods and wasted spend.
Fix: Always add relevant audience signals, even though they're optional.
Setting Unrealistic Targets
Impact: The campaign can't exit learning mode or dramatically reduces spend to hit impossible targets.
Fix: Start with achievable goals based on your account's historical performance.
No Brand Exclusions
Impact: PMax claims credit for branded conversions that would have happened anyway.
Fix: Add brand terms as negative keywords and monitor the search terms report.
Changing Settings Too Often
Impact: Constant changes reset the learning period and prevent optimization.
Fix: Make changes no more than every 2 weeks, and avoid major changes during learning.
Insufficient Budget
Impact: PMax needs enough data to optimize effectively. Low budgets extend learning indefinitely.
Fix: Budget at least 10-15x your target CPA per day for adequate learning.
Performance Max vs Standard Campaigns
PMax isn't a replacement for all campaigns. Here's how it compares.
| Factor | Performance Max | Standard Campaigns |
|---|---|---|
| Placement Control | Limited - Google decides where ads show | Full control over networks and placements |
| Keyword Targeting | Automatic based on goals and signals | Explicit keyword targeting with match types |
| Audience Targeting | Signals guide, but Google decides final targeting | Direct targeting with layering options |
| Reporting | Limited visibility into placements and audiences | Detailed breakdowns available |
| Optimization | Fully automated across all networks | Manual optimization with more control |
| Learning Period | 2-6 weeks depending on conversion volume | Can optimize immediately with sufficient data |
When Should You Use Performance Max?
Good Fit for Performance Max
- E-commerce with large product catalogs
- Lead generation with multiple conversion points
- Businesses wanting to expand reach beyond Search
- Accounts with strong historical conversion data
- Teams with limited time for campaign management
Better with Standard Campaigns
- Tight brand safety requirements
- Need for granular placement control
- B2B with very specific target accounts
- Limited conversion data (under 30/month)
- Campaigns requiring detailed A/B testing
Need Help With Your Performance Max Campaigns?
Performance Max can deliver outstanding results when set up correctly. Get expert guidance to ensure your campaigns are optimized for success.