What Is Performance Max?
Google Performance Max (PMax) campaigns are a relatively new addition to the Google Ads network. Finnish online stores have been running these campaigns since 2022, and they're here to stay. PMax uses Google's AI to automatically optimize ads across all Google channels — Search, Shopping, Display, YouTube, Gmail, and Discover — from a single campaign.
How Performance Max Works
Unlike traditional campaigns where you choose channels and write specific ads for each, PMax takes a different approach:
- You provide assets — product feed, images, videos, headlines, descriptions
- You set a goal — typically conversions or conversion value
- Google's AI mixes and matches your assets across all channels
- The system learns and optimizes automatically based on results
Results We've Seen
Based on our experience managing PMax campaigns for eCommerce clients:
- Average ROAS improvement of 30-50% compared to standard Shopping campaigns
- Significant increase in impression share across channels
- Better performance with new customer acquisition
- Reduced time spent on campaign management
Best Practices
- Feed quality is everything — invest in product titles, descriptions, and images
- Provide diverse assets — the more variations, the better the AI can optimize
- Set realistic targets — start with target CPA based on historical data
- Give it time — PMax needs 2-4 weeks of learning period
- Use audience signals — guide the AI with your customer data
- Monitor search terms — add negative keywords to brand campaigns separately
When NOT to Use Performance Max
PMax isn't right for every situation:
- Very small budgets (under €500/month)
- When you need granular control over individual channels
- Brand-new stores with no conversion data
Need Help With PMax?
Our digital marketing team manages Performance Max campaigns for eCommerce stores across the Nordics. We handle feed optimization, asset creation, and ongoing management. Get in touch for a free audit of your current campaigns.