Google Ads Guide: PMAX - What You Need to Know

If you're running Google Ads in 2025, there's no escaping Google Performance Max (PMAX). PMAX campaigns are now a staple in digital advertising, yet many marketers are still trying to get a grip on what they actually do and how to use them well. Here’s what you need to know.

What is PMAX?

Performance Max is a goal-based campaign type that uses Google’s full suite of ad inventory (Search, Display, YouTube, Gmail, Discover, and Maps) and automates almost everything: targeting, bidding, creative placement, and audience signals. Think of it as Google’s attempt to centralise and simplify campaign management using AI and machine learning. It’s also Google’s attempt to monetise all of their ad placements - so be weary of this. 

Instead of picking networks or setting keywords, you provide PMAX with conversion goals, budget, creative assets, and some audience cues. Then Google runs with it. The algorithm decides when and where your ads show to maximise performance across channels.

How is PMAX Different from a Search Campaign?

PMAX and traditional Search campaigns serve different purposes and work in different ways:

• Search Campaigns target specific keywords. You choose the search terms you want to appear for and control where your ads show based on intent.

• PMAX goes beyond keywords. It uses machine learning to deliver ads across all of Google’s channels based on signals, goals, and creative assets.

• Search Campaigns give you full control over bidding, ad copy, and placement transparency.

• PMAX offers automation and scale, but limits visibility into performance details like search queries and placements.

• Search Campaigns are ideal for high-intent, bottom-of-funnel targeting.

• PMAX is more holistic, designed to capture users throughout the funnel, from awareness to conversion.

In short: Search is precise and manual. PMAX is broad and automated. Many advertisers find success using both in tandem, covering both direct intent and discovery-based audiences.

What is PMAX Good For?

PMAX works best when you:

• Have Clear Conversion Goals: PMAX is built to drive actions like purchases, sign-ups, or leads. It needs measurable outcomes to optimise toward.

• Want Broad Reach with Minimal Management: If you're juggling multiple campaigns or platforms, PMAX can help consolidate your efforts.

• Have Strong Creative Assets: Since you provide all the images, videos, headlines, and descriptions, the quality of your creative plays a huge role in success.

• Need to Fill in Gaps: PMAX can find additional conversions by targeting customers who aren’t reached through traditional keyword-based search campaigns.

What to Watch Out For

• Limited Transparency: You can’t see exactly where your ads show or what queries triggered them. This black-box approach makes it harder to troubleshoot or refine.

• Cannibalisation Risk: PMAX can overlap with other campaigns and steal traffic from branded or search campaigns. You need to monitor carefully.

• Creative Quality is Crucial: Because PMAX builds and tests ad combinations automatically, bad creative equals bad performance.

• Learning Periods: It takes time for the algorithm to gather enough data to optimise. Don’t expect instant results.

Best Practices

• Feed It Good Data: Use high-quality audience signals, product feeds, and conversion tracking.

• Segment Strategically: Instead of dumping everything into one PMAX campaign, segment by goals, product categories, or customer intent.

• Use Insights Reports: While PMAX is limited in transparency, Google does offer some insight reports. Use them to spot top-performing assets or audience trends.

• Keep Traditional Campaigns Running: Don’t go all-in on PMAX right away. Run it alongside Search or Shopping campaigns and compare performance.

Final Thoughts

PMAX isn’t a silver bullet, but it is a powerful tool when used strategically. For ecommerce, lead generation, or omni-channel visibility, it can drive serious results, provided you understand its strengths and limitations. Like all things in digital marketing, the key is testing, data, and continuous optimisation.

Want help building a high-performing PMAX strategy? Get in touch with the team at Meaningful Agency.