Performance Max — advertising across Google channels
Performance Max is a Google Ads campaign type that uses automated algorithms to achieve defined advertising goals across Google's channels.
Depending on the campaign and available settings, advertising can reach Google Search, YouTube, the Display Network, Gmail, Discover, Maps, and other available advertising surfaces. Specific placements depend on settings, advertising assets, and campaign capabilities.
Performance Max can be used to increase online sales, generate enquiries, or achieve other supported goals. However, automation does not remove the need to define goals correctly, prepare assets, and monitor data quality.
What Performance Max setup includes
- Definition of advertising goals and performance metrics.
- Verification of tracking for purchases, enquiries, and other conversions.
- Budget and bidding strategy setup.
- Preparation of asset groups with text, images, logos, and video where needed.
- Addition of relevant audience signals and search themes where appropriate.
- Connection of a product feed for applicable retail campaigns.
- Configuration of available restrictions and exclusions.
- Results analysis and campaign adjustments based on collected data.
How automation works
The advertiser sets goals, budget, assets, and other available parameters. The system then uses automated bidding, audience signals, and other algorithms to find advertising opportunities that match campaign goals.
Audience signals help guide the system, but do not always mean ads will be shown exclusively to those users. Actual reach depends on the logic of the particular campaign and its settings.
Which data matters for results
Performance Max requires clearly defined goals and high-quality input data. For an online store, this may include purchases and their value; for a service company, enquiries or other actions indicating a potential customer's interest.
If a campaign optimizes for actions with little business value, such as simple page views instead of real enquiries, automation may not align with the business's commercial objectives.
When to consider Performance Max
This format can be considered for online stores, companies generating enquiries, and businesses that want to work across several Google channels within one campaign.
Before launch, assess the availability of conversion data, the quality of advertising assets, the ability to track results, and the need to control individual channels. Performance Max does not guarantee increased sales or a lower cost per enquiry for every project.
Request Performance Max setup
Tell us about your goals, business type, and existing advertising campaigns. This will help determine whether Performance Max fits your objectives, what data is needed for launch, and how to evaluate results.