Google Ads
Performance Max
Performance Max works when feed, assets and conversion values are good, and quietly fails when they are not. Guardrails are the whole job.
- Engagement
- Included in the Google Ads retainer.
- Outcomes tracked
- Blended cost per acquisitionIncremental conversionsValue per click
Included
What this covers.
Delivered by the same team that builds your site and systems, so the work is not handed between agencies.
- Asset group structure by product or service line
- Audience signals from first-party data
- Brand keyword exclusions to prevent cannibalisation
- Conversion value rules by margin
- Placement and search term monitoring
- Comparison against Search baseline
In detail
Who it suits, and how it works.
Best fit
Advertisers with conversion data, a feed or strong assets, and enough budget to feed an automated campaign without starving Search.
Guardrails make it work
Brand exclusions, account-level negatives and separate campaign budgets stop Performance Max from absorbing traffic you already own. Without them, reported performance looks strong while incremental revenue is flat.
Reporting you can trust
We compare Performance Max against the Search baseline and report value per click rather than a blended figure, so budget shifts are based on incremental contribution.
Questions
Before you commit.
- Does Performance Max cannibalise brand traffic?
- It can. Brand exclusions and a separate brand Search campaign usually resolve it.
- Should it replace standard campaigns?
- Not entirely. Search and Shopping give control and reporting that Performance Max still lacks.
More within Google Ads
View Google AdsGoogle Search Ads
Text campaigns built around buying intent, not broad keywords.
ViewShopping Campaigns
Product feeds tuned so the right items show for the right queries.
ViewDisplay and Video Remarketing
Re-engagement across Display, YouTube and Gmail.
ViewPPC Audit
A written diagnosis of where the account is losing money.
ViewNext step
Tell us what you are trying to fix.
A short conversation is usually enough to know whether we are the right fit. If we are not, we will say so.