A managed service provider in the Midwest was burning through time and ad spend. Their team was juggling Google Search, Display, YouTube, and Gmail campaigns. It was all done manually.
Leads were coming in, but costs were unpredictable and tracking conversions felt like decoding a crash log. Then they tried something new called Performance Max.
Within weeks, quality leads doubled. The campaigns ran themselves, adapting in real-time to show up in front of business owners searching for IT compliance help or cybersecurity audits. No more late nights tweaking bids. Just consistent pipeline growth.
This isn't magic. Performance Max works across every channel automatically. For MSPs and IT providers looking to generate leads without juggling five campaigns, it might be the most efficient tool you've never used.
Performance Max gives advertisers a single campaign to reach audiences across all of Google's ad channels.
What Is Performance Max?
Google Ads Performance Max is an all-in-one AI campaign tool. It uses Google's automation technology to run your ads across all major Google platforms. That means search, display, YouTube, discover, Gmail, and Google Maps. Let’s break it down.
Instead of managing multiple separate campaigns, Performance Max lets you create one campaign that automatically adapts your ads for each platform. You provide creative assets like headlines, videos, logos, and product feeds, and Google's AI puts it together, tests, and optimizes everything in real-time to drive the most conversions based on your goals.
Performance Max launched in 2021 and became the default campaign type for some ad strategies. Since then, businesses across industries have used it to simplify campaign management and scale conversions efficiently.
Why Did Google Launch Performance Max?
Google created Performance Max to make advertising more accessible and effective. Advertisers had to run separate campaigns for different networks in the past. Search for keywords, Display for banners, and YouTube for videos. That meant separate budgets, bidding strategies, and learning curves.
Performance Max simplifies all that. It removes the guesswork and puts ads on autopilot to deliver better outcomes. It also helps you tap into ad inventory that you probably didn’t notice before.
What Makes Performance Max Different From Other Campaign Types?
Performance Max uses audience signals and automation. You don’t bid on keywords. Google uses your inputs (like customer lists, website visitors, and demographic targeting) to find high-converting audiences wherever they are.
It also combines asset creation with dynamic testing. You upload a variety of creative components (images, short videos, headlines, and descriptions). Google’s AI assembles and tests different combinations, then prioritizes the best-performing variations.
Plus, the AI adjusts bids, placements, and even audience targeting in real time. So your campaign gets smarter every day.
Yeah, But Does It Work?
Yes. It works better than expected. According to Google, advertisers who use Performance Max campaigns see an average increase of 18% in conversions at a similar cost per action when compared to traditional campaign types.
One example is Nordic Choice Hotels. After switching to Performance Max, they saw a 28% increase in direct bookings and a 34% increase in return on ad spend. Another example is Travel + Leisure Co., which improved their lead volume by 70% while cutting acquisition costs by 30%.
Common Questions About Performance Max
Can You Use Keywords?
Not directly. Instead of keywords, you use audience signals like remarketing lists, demographics, or interests. The campaign still shows ads in response to relevant search queries. The difference is Google’s AI matches your ads to the right intent.
How Much Control Do You Have?
You give up some control over placements and bidding, but you still control your budget, goals, creative assets, and audience signals. Google handles the rest.
Can You See Where Ads Appear?
Reporting is limited. You can see high-level insights such as conversions by asset, audience, and location, but not detailed breakdowns by channel or placement. I wish they had better reporting tools, but this "black box" is currently a trade-off. Hopefully they provide it soon.
How to Get Started With Performance Max
Alright, the fun part. Getting started is easier than with traditional campaigns. Here’s how to set it up:
First, log into your Google Ads account and click the blue “+” to create a new campaign. Choose your objective like Sales, Leads, or Local store visits. Then select “Performance Max” as your campaign type.
Next, upload your creative assets. This can include multiple headlines, descriptions, images, logos, and up to five YouTube videos. You can also connect your product feed if you’re selling products online.
After that, provide audience signals to help Google’s AI find likely converters. You can add your customer list, website visitors, in-market audiences, and geographic preferences.
Then, set your budget and conversion goals. Performance Max works best with conversion tracking set up through Google Ads or GA4. Review and publish your campaign.
Best Practices for Performance Max
To get the most from Performance Max, make sure you:
- Keep your creative assets fresh. Google rotates and tests different combinations. New headlines and visuals can improve engagement and conversions.
- Use audience signals strategically. Even though targeting is automated, feeding the algorithm good data helps it learn faster.
- Track the right conversions. Use Enhanced Conversions or import goals from GA4 to improve performance.
- Let the campaign run for at least a few weeks before making judgments. The algorithm needs time to learn and optimize.
- Avoid running overlapping campaigns that compete for the same traffic. Google might prioritize Performance Max over others.
When Is Performance Max Not a Good Fit?
Performance Max works best for advertisers with specific goals, strong creative assets, and conversion tracking in place. If you need precise control over keywords or placements or if your site isn’t optimized for conversions, it might not deliver the best results.
It's also less ideal for brand awareness campaigns or advertisers without enough budget to generate sufficient data for optimization.
The Future of Google Ads Is Automated
Performance Max is part of a larger shift in advertising: toward AI, automation, and smarter targeting. Google is building their ad ecosystem around it.
By using Performance Max now, you’re getting ahead.
This campaign type helps you uncover new audiences and free up time to focus on strategy instead of tinkering with bids and placements.
Final Thoughts
Google Ads Performance Max is the future advertising. If you're ready to reach more people, drive more conversions, and simplify your ad strategy, there's no better time to start testing it.
Add it to your ad mix. Let the AI do the heavy lifting. And watch your campaigns get smarter by the day.
Ready to launch your first Performance Max campaign? We can help. Book a call and we'll provide a free strategic assessment.
