Short definition
Performance Max (PMax) is a goal-based Google Ads campaign type that uses Google’s AI to serve ads across Search, YouTube, Display, Discover, Gmail and Maps from a single campaign, optimising bids, placements and creative combinations towards your conversion goal.
What PMax needs to work well
- Accurate conversion tracking, ideally with values or offline conversions
- Good creative: images, logos, headlines, descriptions and videos
- Audience signals (customer lists, website visitors, custom segments)
- For retail, a healthy Merchant Center product feed
- Brand exclusions so it doesn’t simply capture existing brand demand