Performance Max (PMax)

What is Performance Max (PMax)?

Performance Max (PMax) is a Google Ads campaign type that advertises across all Google channels from one campaign, such as Search, Shopping, YouTube, Display, Discover, Gmail and Maps. You provide assets in asset groups and audience signals, and Google uses automation to decide which combination is shown where.

Why is Performance Max (PMax) important?

• One campaign, many channels: you reach people in more places without building a campaign per channel.
• Automation: Google looks for combinations of assets and channels within your goal.
• Complement: PMax can run next to search and Shopping campaigns.

Examples of Performance Max (PMax)

• A sporting goods store builds an asset group per category, with photos, headlines and the product feed.
• A plumber lets PMax optimise for leads, using a form submission as the conversion action.
• A B2B software company adds a customer list as an audience signal.

How do you use Performance Max (PMax)?

Start with a reliable conversion action, because PMax steers on it. Supply good images, headlines and descriptions per asset group, add audience signals and review the channel reporting. If you want to keep brand traffic separate, use brand exclusions. See Google Ads.