Knowledge base · Advertising
Performance Max
Performance Max is Google's campaign type that serves all its channels at once from a single campaign.
You supply images, copy, video and a feed, and Google divides the budget itself across Search, YouTube, Display, Maps and Gmail. You steer on goals and signals, not keywords.
The strength is reach, the weakness is transparency. You see less clearly where the budget goes, and without strong conversion data it optimises towards easy goals.
It works best with a clean feed, strong creative and clear exclusion of brand-name traffic, so you do not pay for customers already on their way.
How we do it
We set up Performance Max with brand exclusions and our own measurement, so the automation counts honestly.
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