Why it matters for your business
Instead of choosing exactly where your ads appear, you give Performance Max a goal, a budget and a set of assets, such as headlines, descriptions, images and videos. Google’s systems then decide where and when to show your ads to get the most conversions.
It can work well, especially for shops, restaurants and businesses with good conversion tracking. But it gives you less control and less detail about where your money goes than a standard Search campaign.
When it fits
- You have reliable conversion tracking in place
- You have good photos and enough budget for the system to learn
- You want to reach people across several Google channels, not just Search
When to start elsewhere
Many local service businesses do better starting with focused Search campaigns, where you choose the exact searches you pay for. Once those bring steady conversions, Performance Max can be tested alongside them.
How to check or improve it
- Set clear conversion goals before launching.
- Supply high-quality, real images and accurate business information.
- Use the available controls, like location targeting and brand exclusions, to keep it focused.
- Compare its cost per conversion with your Search campaigns over several weeks.