Performance Max (PMax) is a Google Ads campaign that runs across Search, Shopping, YouTube, Display, Gmail, Discover and Maps from one campaign. Google’s automation decides where to show your ads to reach your goal. For online stores connected to Merchant Center, it has become one of the main ways to sell on Google.
How Performance Max works
Your goal
Sales or leads, measured by conversion tracking.
Your inputs
Product feed, images, videos, headlines, audience signals.
Google’s automation
Chooses channel, placement and bid for each auction.
What you need before launching
- Accurate conversion tracking – PMax optimises only for what you measure (set up with Google tag)
- A healthy Merchant Center feed for stores
- Good creative assets: images, logos, short videos and headlines
- A realistic budget and target ROAS or CPA
Best practices
- Split by margin or category using custom labels, so best sellers get the budget.
- Add audience signals – customer lists, website visitors and search themes.
- Use brand exclusions if you don’t want PMax taking your brand searches.
- Feed quality first – see feed optimization tips.
- Give it time – avoid big changes during the first weeks of learning.
- Check the insights tab for search terms and audience trends.
Launch Performance Max with an expertPMax and Shopping campaign setup from $90.
PMax vs standard Shopping
| Performance Max | Standard Shopping | |
|---|---|---|
| Channels | All Google channels | Shopping only |
| Control | Lower, automated | Higher, manual |
| Best for | Stores with conversion data | Testing and tight control |
FAQ
Is PMax good for new stores?
It works best with some conversion history. New stores often start with free listings and Shopping, then move to PMax.
Do I need videos?
Recommended. If you don’t add any, Google may create basic ones from your images.
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