What is Performance Max?
Performance Max (PMax for short) is an automated campaign type from Google Ads, introduced in 2021. Unlike classic campaigns limited to one channel, PMax uses machine learning to serve ads across all Google platforms simultaneously: Google Search, Shopping, Display Network, YouTube, Gmail, Maps, and Discover. The advertiser provides assets (text, images, videos), and Google automatically combines them for best performance. PMax is increasingly replacing Smart Shopping and local campaigns. The advantage: Less manual work and access to all Google channels. The disadvantage: Less control and transparency over ad delivery.
Key Points
- PMax uses all Google channels in one campaign
- Create asset groups with texts, images and videos
- Clearly define conversion goals (lead, purchase, etc.)
- Minimum budget of approx. €50/day for meaningful data
- Audience signals help the algorithm at launch
- Less control, but potentially better performance
Practical Example
“After migrating from Smart Shopping to Performance Max, our ROAS increased by 35% with the same budget.”