Performance Max is Google's newest and most AI-driven campaign type, serving ads across all Google properties — Search, Display, YouTube, Gmail, Discover, and Maps — from a single campaign. For many advertisers, it's become their highest-performing campaign type. This guide covers everything you need to know.
What is Performance Max?
Performance Max (PMax) is a goal-based campaign type that uses Google's machine learning to optimize across all Google channels. You provide:
- Your conversion goals
- Budget
- Creative assets (images, videos, headlines, descriptions)
- Audience signals
Google's AI then determines where, when, and how to show your ads to maximize conversions.
Where Performance Max Ads Appear
Pmax ads can appear across:
- Google Search: Including Shopping results
- Google Display Network: Banner ads across millions of sites
- YouTube: In-stream and in-feed video ads
- Gmail: Promotional tabs
- Google Discover: Content feed on mobile
- Google Maps: Local search results
When to Use Performance Max
Ideal Use Cases
- E-commerce Use Cases with product feeds (replaces Smart Shopping)
- Lead generation campaigns
- Omnichannel advertising goals
- Limited time or expertise to manage multiple campaign types
Consider Alternatives When
- You need granular control over specific channels
- You're testing specific messaging or creative
- You have very small budgets
- You're in highly regulated industries requiring manual review
Setting Up a Performance Max Campaign
Step 1: Define Your Objective
Choose the campaign objective that matches your goal:
- Sales (for e-commerce)
- Leads (for lead generation)
- Website traffic
- Local store visits
Step 2: Set Budget and Bidding
Performance Max requires automated bidding:
- Maximize Conversions: Get as many conversions as possible within budget
- Maximize Conversion Value: Optimize for revenue/value
- Target CPA: Set a target cost per acquisition
- Target ROAS: Set a target return on ad spend
Recommendation: Start with Maximize Conversions for 2-4 weeks to gather data, then switch to target CPA or ROAS once you have sufficient conversion history.
Step 3: Connect Your Product Feed (E-commerce)
For e-commerce, connect your Google Merchant Center feed. This enables Shopping ads and dynamic product remarketing.
Step 4: Create Asset Groups
Asset groups are collections of creative elements that Google mixes and matches. For each asset group, provide:
Text Assets
- Up to 5 headlines (30 characters each)
- Up to 5 long headlines (90 characters each)
- 1 short description (60 characters)
- Up to 4 descriptions (90 characters each)
- Business name
- Call-to-action selection
Image Assets
- Up to 20 images in various aspect ratios
- Landscape: 1200 x 628 pixels (required)
- Square: 1200 x 1200 pixels (required)
- Portrait: 960 x 1200 pixels (optional but recommended)
- Logo: 1200 x 1200 (square) and 1200 x 300 (landscape)
Video Assets
- Up to 5 YouTube videos
- Recommended lengths: 10 seconds, 15 seconds, and 30+ seconds
- Horizontal, vertical, and square versions recommended
Note: If you don't provide videos, Google will auto-generate them from your images. These auto-generated videos typically underperform custom videos.
Step 5: Add Audience Signals
Audience signals guide Google's AI on who to target:
- Custom segments based on keywords or URLs
- Your customer data (remarketing lists, customer match)
- Google's pre-built audiences (in-market, affinity)
These are signals, not targets — Google will expand beyond these audiences if it finds better performance elsewhere.
Step 6: Set Location and Language
Define geographic targeting and language settings based on your market.
Performance Max Asset Best Practices
Headlines
- Include your brand name in at least one headline
- Use a variety of angles (benefit, feature, urgency, social proof)
- Include numbers where relevant (prices, discounts, quantities)
- Test different lengths (short punchy vs. longer descriptive)
Images
- Provide all three aspect ratios for maximum reach
- Use high-quality, clear images
- Include both product and lifestyle imagery
- Avoid excessive text on images
- Test different styles (photography vs. graphics)
Videos
- Create custom videos rather than relying on auto-generation
- Hook in the first 5 seconds
- Include clear branding and CTA
- Create versions for each aspect ratio (16:9, 1:1, 9:16)
Optimizing Performance Max Campaigns
Give It Time
Performance Max needs a learning period — typically 2-4 weeks. Avoid major changes during this time. Google recommends 50+ conversions before the algorithm fully optimizes.
Monitor Asset Performance
Check the asset report to see which headlines, images, and videos are performing best (marked as "Best" or "Good"). Replace underperforming assets.
Add More Asset Groups
Different products or services should have their own asset groups with tailored messaging. Group by product category, audience, or messaging theme.
Refine Audience Signals
As you learn more about who converts, update your audience signals. Add high-intent keywords and URLs of competitors or complementary products.
Use URL Expansion Strategically
URL expansion lets Google send users to pages it thinks are most relevant. This can improve performance but reduces control. Test with expansion on and off.
Exclude Underperforming Placements
Review placement reports and exclude sites or apps that generate clicks but not conversions.
Common Performance Max Mistakes
Insufficient Assets
More assets = more combinations for Google to test. Provide maximum assets across all types for best performance.
Skipping Video
Auto-generated videos underperform. Create custom video assets for YouTube and other video placements.
Wrong Bidding Strategy
Starting with target CPA or ROAS before gathering data can limit delivery. Start with maximize conversions, then optimize.
Changing Too Much Too Fast
Major changes reset learning. Make incremental adjustments and allow time between changes.
Measuring Performance Max Success
Key Metrics
- Conversions and conversion value
- Cost per conversion (CPA)
- Return on ad spend (ROAS)
- Conversion rate
Insights to Monitor
- Asset performance ratings
- Audience insights (who's converting)
- Placement performance (where ads appear)
- Search term insights (for Shopping)
Create Performance Max Assets with AI
Performance Max requires a lot of creative assets. AI Ad Creative Generator by Ad Fuse AI can generate the images, videos, and copy you need in minutes — ensuring you have the variety of assets required for optimal performance. Create winning Performance Max Creatives without the creative bottleneck.