Performance Max Agency: PMax Campaigns That Convert
Get more conversions with AI-powered campaigns managed by UK PPC experts. Specialist Performance Max setup, audience signal optimisation, and ongoing management.
Performance Max promises AI-powered results. The inputs still need a human.
Google sells PMax as an automated solution. Set it up, let the AI do its thing. But the reality is different: the quality of your inputs determines the quality of your outputs. Bad audience signals, weak creative assets, and incorrect conversion goals produce expensive AI-powered failure.
Most self-managed PMax campaigns waste budget on Display and YouTube placements that generate impressions but not conversions. Without brand exclusions, PMax claims credit for branded searches that would have converted anyway. Without proper conversion tracking, the algorithm optimises for the wrong outcomes.
Expert PMax management gives Google's AI the right foundation: strong signals, quality assets, and clean data. The difference is typically 30 to 50% better ROAS.
What does a Performance Max agency do?
A Performance Max agency manages PMax campaigns on behalf of businesses. This includes setting up campaign structure, configuring audience signals (first-party data, remarketing lists, in-market segments), creating and testing creative assets across all formats, managing product feeds for ecommerce, implementing search themes, monitoring placement distribution across Google's channels (Search, Shopping, Display, YouTube, Gmail, Discovery), and optimising conversion value bidding. The agency provides the expert human inputs that determine how effectively Google's AI allocates budget.
What We Manage
Every aspect of your Performance Max campaigns, expertly managed.
PMax Campaign Setup and Structure
Strategic campaign architecture with proper goal configuration, budget allocation, and account-level settings that give Google's AI the best foundation.
Asset Group Strategy
We structure asset groups around your products, services, and audience segments to maximise relevance and conversion rates across all Google surfaces.
Audience Signal Optimisation
Custom audience signals using first-party data, remarketing lists, and in-market segments to accelerate learning and improve targeting precision.
Search Theme Configuration
Strategic search theme setup to guide PMax towards your highest-value search queries while preventing overlap with standard Search campaigns.
Placement and Channel Monitoring
Regular analysis of where PMax is spending your budget: Search, Shopping, Display, YouTube, Gmail, and Discovery. Exclusions applied where needed.
Conversion Value Optimisation
Proper conversion action hierarchy with value-based bidding to ensure PMax optimises for your most valuable outcomes, not just any conversion.
Results We Deliver
Average return on ad spend across PMax clients after audience signal setup and asset optimisation.
Increase in conversions compared to previous campaign types, driven by cross-channel reach and better signals.
Lower cost per acquisition compared to standard Search and Display campaigns through AI-powered optimisation.
Who PMax Works For
Performance Max across industries and business models.
Ecommerce and Retail
Product feed-driven PMax campaigns with Shopping inventory, audience signals, and ROAS bidding for online retailers.
B2B Lead Generation
PMax campaigns optimised for lead quality using CRM-based audience signals and offline conversion imports.
SaaS and Software
Trial sign-up and demo request campaigns with value-based bidding that optimises for revenue, not just form fills.
Professional Services
Local and national service campaigns with audience signals built from existing client profiles and search behaviour.
Multi-Location Businesses
Location-specific PMax campaigns with store visits, local actions, and regional audience signals.
High-Value Products
Campaigns for luxury goods, vehicles, and high-ticket items where conversion value optimisation drives revenue growth.
How It Works
PMax Audit
We review your existing campaigns (or assess readiness for PMax), check conversion tracking, evaluate assets, and identify opportunities.
Signal and Asset Setup
Custom audience signals, search themes, creative assets, and conversion goal hierarchy configured for your business.
Launch and Learn
Campaigns go live with close monitoring during the 2 to 4 week learning period. Early adjustments to signals and assets as data comes in.
Optimise and Scale
Ongoing optimisation: asset performance analysis, placement reviews, search term insights, and budget scaling based on results.
Transparent Pricing
Flat monthly fees. No percentage of spend. No hidden costs.
PMax Audit
One-time audit of your PMax campaigns. Asset review, signal assessment, placement analysis, and prioritised recommendations.
Learn more →Growth
Full PMax management for businesses spending £3k-10k/mo. Audience signals, asset testing, and monthly reporting.
Learn more →Scale
For businesses spending £10k+/mo. Dedicated specialist, advanced signal strategies, and conversion value optimisation.
Learn more →Performance Max Agency: Frequently Asked Questions
- A Performance Max agency sets up, manages, and optimises PMax campaigns on your behalf. This includes configuring audience signals, creating and testing creative assets, managing product feeds for ecommerce, setting up conversion tracking, monitoring placements across all Google channels, and continuously improving performance. The agency provides the expert inputs that determine how well Google's AI performs.
- While PMax uses AI, the quality of your inputs determines the quality of your outputs. Proper audience signals, creative assets, feed optimisation, search themes, and brand exclusions require expert knowledge. Agency-managed PMax campaigns typically deliver 30 to 50% better ROAS than self-managed setups.
- Performance Max typically needs 2 to 4 weeks of learning. With expert audience signal setup, we can often reduce this to 2 to 3 weeks. Significant optimisation improvements usually appear within 6 to 8 weeks of expert management.
- PMax works well for ecommerce with product feeds, lead generation businesses with multiple conversion points, and businesses wanting to expand reach beyond Search. It is less suitable for businesses with very limited budgets (under £2,000/month ad spend) or those needing granular placement control.
- Performance Max management starts at £400 for a one-time audit and £1,500/month for ongoing management. We charge flat monthly fees rather than a percentage of ad spend. PMax is included as part of our comprehensive Google Ads management service.
- Yes, and we recommend it. Our approach uses PMax for broad reach and discovery alongside standard Search campaigns for high-intent branded and exact-match traffic. This hybrid strategy typically delivers the best overall results while maintaining control over your most valuable queries.
Need Help With Performance Max?
Get a free audit of your existing PMax campaigns, or let us set up new campaigns from scratch. Expert management that delivers results.
What we have learned scaling Performance Max
In more than £20M of managed spend, Performance Max scales well only when the inputs are right. The campaigns we take over most often fail on thin asset groups and missing first-party audience signals, then mask the problem with brand conversions counted as net-new. We rebuild asset groups around real themes, exclude brand where it distorts the picture, and hold PMax to the same evidence standard as Search.
References: Google Ads Help: About Performance Max campaigns