Performance Max spreads one budget across every Google surface
One campaign for Search, Shopping, YouTube, Display, Gmail and Maps. You set the goal, the assets and the signals; the automation handles the split.
Request your free analysisWhat a Performance Max campaign is made of
Surfaces
One campaign serves every Google surface at once, from Search to Maps. That is the strength and the catch at the same time: where your money actually lands is not in the campaign type but in the reports you have to open to find it.
How we set up Performance Max
Four steps. Three of them happen before the campaign starts at all.
One goal per campaign, and it should be the one you make money from. Two at once means the automation picks the cheaper of them, and that is never the one you meant.
We fill every asset group, video included. Without one, Google cuts its own from your images, and it shows.
Before launch we check that every conversion is real and what it is worth. Performance Max without value tracking optimises for volume rather than revenue, and volume is cheap to buy.
Brand terms and obviously wrong searches belong on the exclusion list. Otherwise the campaign buys clicks you would have had anyway, and counts them as its own success.
When Performance Max is worth it
Performance Max needs data and material. Both have to exist beforehand, or the automation optimises into thin air.
Good fit
- An account with enough conversions a month for the automation to have something to learn from.
- Enough imagery and at least one usable video.
- An offer where you know what a closed deal is worth.
Poor fit
- A new account with no measured conversions. A search campaign is the more honest start.
- A case where you need precise control over where your ad appears.
Is this worth it for your offer?
Send us your website. We will look at whether this campaign type suits your market, and tell you when the answer is no.
Which campaign type is for what
Each type picks up a different kind of demand. Which one is right for you depends on whether that demand already exists or still has to be created.
made to measure furnitureSearch campaignsText ads above the search results, triggered by what someone is typing right now. The most direct route to demand that already exists.Read more 
€1,290furniture-example.comShopping adsImage, price and shop name directly in the search results. What gets served is decided by your product feed, not by ad copy.Read more 
Display & retargetingImage ads across millions of websites and apps. Rarely profitable as cold outreach, often the cheapest channel in the account as a reminder to past visitors.Read more
Frequently asked questions
Here you will find the most important questions and answers about our services, how we work and what a collaboration looks like. If your question is not here, just get in touch – we are happy to help personally.
What is a Performance Max campaign?
A campaign type that covers every Google surface at once from a single budget: Search, Shopping, YouTube, Display, Gmail and Maps. You set the goal, supply images, videos and copy, and pass over your conversions. How the budget is split across the surfaces is decided by the automation.
Can I see which surfaces my budget lands on?
Only partly, and not in the standard report. Performance Max shows less detail than a search campaign, although some of it can be read in the asset group and search term reports. We pull those reports regularly rather than relying on the overview.
Does Performance Max replace my search campaign?
In most accounts, no. A search campaign on your most important terms keeps control over what happens at clear purchase intent, and Performance Max takes the rest. Running both together needs clean exclusions so the two do not buy each other's clicks.
How many assets do I need for Performance Max?
Every asset group should be full: several image formats, a logo, the maximum number of headlines and descriptions, and at least one video. Without the video Google builds its own from your images, and it looks considerably worse than one you could have supplied.
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