The Ultimate Guide to Performance Max Campaigns

Performance Max (PMax) campaigns are a next-generation campaign type designed to streamline and enhance advertising efforts.

Built with automation at its core, PMax campaigns enable advertisers to reach audiences across Google’s vast ecosystem, providing a unified approach to ad management and optimisation.

This campaign type represents a significant shift towards leveraging machine learning and audience insights to maximise ad performance. Updates since its launch mean that in 2025, there are added features to make it more powerful, flexible, and transparent.

Contents

1. What is a Performance Max Campaign?
2. The Benefits of Performance Max Campaigns
3. Limitations of Performance Max Campaigns
4. Uses of Performance Max Campaigns
5. Google Ad Grant Account PMax Campaigns
6. Summary
7. Performance Max FAQs

What is a Performance Max Campaign?

A Performance Max campaign is a goal-based advertising campaign type that uses Google’s machine learning and automation to optimise performance across all Google properties:

• Google Search
• YouTube
• Display Network
• Discovery
• Gmail
• Google Maps

Instead of manually selecting placements, you upload your assets (text, images, video), set your goals, and let Google dynamically build and deliver ads to the users most likely to convert.

Key Differences from Other Campaign Types:

• No manual keywords: Instead of keyword bidding, you provide audience signals and search themes. Google’s AI handles keyword targeting.
• One campaign, all channels available: Consolidates multiple formats into a single campaign.
• More control (now available from updates): Added campaign-level negative keywords, brand and age exclusions, device targeting, and landing page URL rules.

The Benefits of Performance Max Campaigns

1. Complements Existing Search Campaigns

PMax works alongside Search campaigns, with exact match keywords in Search taking precedence. You can:

• Add negative keywords within the interface.
• Use search themes (up to 50) to expand reach – but use cautiously, to avoid cannibalisation.

A “usefulness indicator” helps assess whether your search themes are expanding reach or overlapping with existing campaigns.

2. Advanced Machine Learning and Audience Signals

Google uses real-time signals, like search intent, location, device, demographics, and audience lists, to serve your ads when they’re most likely to convert.

Customer Match and audience signal insights now help track which audiences are driving performance.

Audience contribution reporting shows how each signal influences conversions.

3. Cross-Platform Reach

PMax automatically serves ads across Search, Display, YouTube, Gmail, Discover, and Maps.

You can now view channel-level performance, helping you understand where your budget is being spent and adjust creative or targeting accordingly.

Limitations of Performance Max Campaigns

1. Creative Quality is Essential

Your campaign’s success relies heavily on quality creatives. You can upload:

• Up to 20 images
• Up to 5 videos (if not supplied, Google auto-generates one)
• 15 headlines
• 5 long headlines and 5 descriptions

Upload your brand fonts, colours, and logos and Google can generate brand-consistent images and creative assets using AI. However, monitor these closely to ensure quality and relevance.

2. Transparency is Improving (but not perfect)

PMax previously lacked detailed performance insights. However, 2025 has brought:

• Channel-level breakdowns
• Asset-level performance ratings (Low / Good / Best)
• Search term insights showing what queries triggered your ads
• Audience signal contribution reporting in the Insights tab

3. Limited Manual Controls (but improving)

You still can’t manually control bid adjustments per channel, but you can now:

• Exclude specific age groups
• Toggle device targeting (on/off for mobile, desktop, tablet)
• Block URLs via “URL contains” rules
• Control final URLs and feeds more precisely

Uses of Performance Max Campaigns

PMax campaigns are now more flexible and measurable than ever. Here’s how businesses are using them:

E-commerce Promotion

Perfect for retailers using Google Merchant Center. PMax integrates seamlessly to drive product sales across Google Shopping, YouTube, Display, Search, and more.

Lead Generation

Optimise for form submissions, phone calls, or other leads across all platforms. Use structured snippets, callouts, and call extensions to enhance performance.

Brand Awareness

Use high-impact visuals and video ads across Display, YouTube, Discover, and Gmail to get your brand in front of users relevant to your business.

Local Store Promotion

Reach potential customers nearby with local inventory feeds and map listings. Location targeting is now easier to scale with Google Ads Editor or bulk uploads.

New Product Launches

Cast a wide net with minimal setup. PMax is ideal for launching new offerings or entering new markets, thanks to automated placement and broad reach.

Google Ad Grant Account PMax Campaigns

Since 2024, Google has allowed Ad Grant accounts to use PMax campaigns.

Key Considerations:

• Currently restricted to Search and Maps placements only
• Future expansion to Gmail or Discover may come
• Still benefits from automation and cross-platform data

Tips for Charities Using PMax:

• Use relevant audience signals and search themes
• Maintain high-quality assets to meet grant performance standards
• Regularly review asset and channel performance

Summary

Performance Max campaigns are no longer the black box they once were, with some steps to improve transparency and control. 

Whether you’re in ecommerce, lead gen, brand marketing, or local promotion, PMax offers a scalable way to unlock more from Google Ads with less manual effort.

Performance Max FAQs

Can I run Performance Max alongside other campaign types?

Yes. PMax complements existing campaigns, especially Search. Use negative keywords and search themes strategically to prevent overlap.

Do I need video assets to run a PMax campaign?

Not necessarily. Google will create one if needed, but uploading your own is highly recommended for brand consistency and better engagement.

How do I measure the success of a PMax campaign?

Use clear conversion tracking and monitor the new asset group, channel, and audience reports to evaluate performance.

Are PMax campaigns suitable for small businesses?

Absolutely. With the right setup and creative assets, small teams can gain access to enterprise-level reach and optimisation tools.