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In short: Performance Max is automated, but not uncontrollable. The biggest levers are clean conversion data with real values, a complete product feed, well-structured asset groups, strong audience signals from your own data, and exclusions for brands, keywords, URLs and unprofitable products. Since 2025 Google has also added far more transparency: channel reports, search terms and campaign-level negative keywords. Here are ten things we do to optimise Performance Max campaigns.
What is Performance Max?
Performance Max (PMax) is a fully automated Google Ads campaign type that, since 2021, serves ads across every Google channel from a single campaign: Search, Shopping, Display, YouTube, Discover, Gmail and Maps. Using your images, videos, headlines, descriptions and product feed, Google builds ads with AI and decides channel, format and bid in each auction.
Pros and cons
| Pros | Cons |
|---|---|
| reach across all Google channels with one campaign | less control over placements and search queries than Search campaigns |
| in e-commerce often the largest share of Google Ads revenue | needs clean conversion tracking, otherwise it optimises for the wrong thing |
| reaches new audiences you would not have defined yourself | tends to pick up brand searches and remarketing unless you steer it |
| saves time on campaign management | needs many good assets for all formats |
10 ways to optimise Performance Max
1. Give the campaign time and data
The algorithm needs a learning period. Allow at least four to six weeks before making fundamental decisions, and change budget and targets only in small steps during that time. A budget that only allows a few conversions a month barely lets the campaign learn.
2. Optimise for real value
Performance Max optimises exactly for what you set as the primary conversion. In e-commerce that should be the purchase with order value, not add to basket. For lead generation, assign values per lead or import qualified leads from your CRM. With the customer acquisition goal you can also specify whether new customers are worth more or should be targeted exclusively.
3. Provide a complete product feed
For Shopping, the Merchant Center feed is the most important foundation. Make sure you have descriptive product titles with the main search terms first, correct GTIN, brand and MPN, the right Google product category, product type, and custom labels for margin, best sellers or season. A feed management tool saves a lot of work for large catalogues.
4. Structure asset groups by theme
Build asset groups by product category, service or audience, much like ad groups. Each group gets its own images, videos, copy, search themes and audience signals. That way ads match the search better and you can see which themes work.
5. Use as many good assets as possible
Fill every format: several headlines and descriptions, square, landscape and portrait images, logos and at least one video of your own. Without a video, Google creates one automatically, and it rarely looks good. Review the asset reports regularly and replace weak elements.
6. Set strong audience signals
Audience signals are starting points for the algorithm, not hard limits. Your own data works best: customer lists, website visitors and buyers. Add custom segments built from search terms and competitor websites. Google’s generic interest audiences are usually the weakest signal.
7. Use search themes
Search themes let you tell Google, per asset group, which searches the campaign should appear for. This helps especially with new campaigns without data and with topics Google does not yet associate with your website.
8. Use exclusions
- Brand exclusions: stop Performance Max spending budget on your own brand searches if you have a separate Search campaign for them.
- Negative keywords: since 2025 also directly at campaign level, for example for “used”, “free” or job searches.
- URL exclusions: final URL expansion is on by default. Exclude pages such as the blog, careers or login.
- Product exclusions: out-of-stock products and those with very low margin or weak conversion rates belong in a separate group or out of the campaign.
9. Use the new reports
Performance Max was a black box for a long time. Now the channel performance report shows how much budget and which conversions go to Search, Shopping, YouTube, Display and other channels, and the search terms report shows which queries triggered your ads. Use this data for exclusions, new asset groups and search themes.
10. Match the bid strategy to the phase
Start with “Maximise conversions” or “Maximise conversion value” without a target. Once data is stable, set a target CPA or target ROAS just below your current results and adjust it step by step. Overly ambitious targets sharply restrict delivery.
Frequently asked questions
Does Performance Max replace my Search campaigns?
Not completely. For brand terms and the most important keywords we usually keep separate Search campaigns because they offer more control. For an identical query, a matching keyword in a Search campaign takes priority over Performance Max.
Does Performance Max work without a product feed?
Yes, for example for lead generation or local services. Good assets, conversion values and audience signals then matter even more.
Conclusion
Performance Max is only as good as the data you feed it. Clean conversions with values, a strong feed, well-planned asset groups and consistent exclusions make the difference between an expensive black box and your most profitable campaign type.
Want your Performance Max campaigns reviewed? Find out more on our Google Ads agency page. The first 60 minutes of consulting are free: book a consultation.
Sources: Google Ads Help: About Performance Max campaigns
See how we use Performance Max for online stores on our ecommerce marketing page.
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