Performance Max (PMax) is Google's AI-driven campaign type that runs across all Google inventory from a single campaign.

Where PMax Ads Appear

  • Google Search
  • Display Network
  • YouTube
  • Gmail
  • Google Maps
  • Discover feed

Requirements

  • Conversion tracking configured
  • Multiple creative assets (images, videos, headlines, descriptions)
  • Product feed (for ecommerce)
  • Sufficient budget (we recommend minimum 3,000 per month)

Pros

  • Reaches users across all Google properties
  • AI optimisation across channels
  • Simplified campaign management
  • Strong for ecommerce with product feeds

Cons

  • Limited visibility into performance by channel
  • Less control over placements
  • Can cannibalise other campaigns
  • Requires significant creative assets

Our Recommendation

PMax works well for ecommerce with established conversion tracking. For lead generation, we often prefer Search campaigns with Display retargeting for more control.