Glossary entry
What is Performance Max?
Performance Max (PMax) is Google's all-inventory campaign type that uses a single asset group to serve across Search, Display, YouTube, Discover, Gmail, and Maps. It's the modern default for ecommerce and lead gen with strong conversion data.
How PMax differs from regular campaigns
One campaign, one budget, the algorithm decides where every impression serves. You provide assets (text, images, videos, product feed) and signals (audience hints, geo, conversion goals). Google does the channel mix.
When PMax wins
Strong product feed, healthy conversion volume (50+ conversions per month per asset group), willingness to share data with Google. Best fit: ecommerce, app installs, lead gen with online conversions.
PMax pitfalls
Brand terms eat budget if you don't exclude them. Reporting is opaque (no placement-level data without scripts). Cannibalizes Shopping campaigns if they run in parallel without negative-keyword discipline.
How Unled Network helps
Managed Campaigns runs PMax with proper exclusions, brand splits, and asset-group structure. E-commerce clients get pre-built PMax stacks with feed optimization.
Related Unled Network services
Frequently asked
PMax or Search?
Both. PMax for breadth, dedicated Search for brand and high-intent non-brand keywords.
Can I exclude brand traffic from PMax?
Yes - apply account-level brand exclusions plus negative keyword lists at the campaign level.
How many asset groups should I run?
One per audience theme. Don't pile every product into a single group; segment by margin tier or category.
Does PMax need Smart Bidding?
Yes - PMax is Smart-Bidding-only. Either Maximize Conversions, Maximize Conversion Value, Target CPA, or Target ROAS.