In this guide · 8 sections
- 01Performance Max or Search: the short version
- 02What Performance Max needs to work
- 03Why low-data accounts often waste money on PMax
- 04Controls: brand exclusions, negatives and priority
- 05Reports to check every week
- 06A sensible order for a small account
- 07Do it yourself or get help?
- 08Frequently asked questions
Short answer
Use Performance Max once you have reliable conversion tracking, steady conversions and good image assets, ideally with a product feed. With only a few leads a month, start with a Search campaign, then add PMax with brand exclusions, negatives and the channel performance report.
Performance Max or Search: the short version
Google's About Performance Max article describes PMax as a goal-based campaign that accesses all Google Ads inventory from a single campaign, and suggests using it to complement keyword-based Search campaigns, not replace them.
Search campaign
Start here with low data- You choose the keywords and see exactly what people searched
- Spend stays on Google Search (and partners if you allow)
- Works with manual or simple bidding while conversions are few
- Text ads only; no design work needed
Best for: New accounts, local services, fewer than a few conversions a week.
Performance Max
Add when data is steady- Google picks channels, audiences and ad combinations
- Needs images and logos; videos are auto-made if you don't add any
- Relies on Smart Bidding and your conversion data
- Reports exist but control is coarser than Search
Best for: Online shops with a product feed, or lead businesses with clean, frequent conversions.
What Performance Max needs to work
PMax learns from your conversions. Google's Performance Max lead generation best practices say Google AI needs accurate conversion tracking and the right conversion actions, and recommend letting a campaign run 1 to 2 weeks, or up to 6 weeks for low conversion volume, before making major changes. For value-based bidding they suggest a goal with at least 15 conversions in the last 30 days.
Before you launch PMax
The asset numbers are from Google's Performance Max specs page. If your conversion tracking isn't solid yet, fix that first with our Google Ads conversion tracking guide.
Why low-data accounts often waste money on PMax
With few conversions, the system has little to learn from, and the cheapest inventory (display placements, some video) can look attractive. It may also take credit for people who would have found you anyway by searching your business name.
PMax tends to work when
- You sell products online with a Merchant Center feed
- Conversions arrive daily and are tracked correctly
- You have good photos and short videos
- You already run Search and want extra reach
PMax tends to waste when
- You get a handful of leads a month
- The only conversion is a page view or a button click
- You have no images beyond a logo
- Most results are people searching your own brand
Controls: brand exclusions, negatives and priority
Google has added several controls that make PMax safer for small accounts.
- Brand exclusions: Google's brand exclusions article calls them the most effective way to stop ads showing on searches for your brand name, misspellings and related brands. In PMax they apply to Search and Shopping ads. Use them if you run a separate brand Search campaign.
- Negative keywords: Google's PMax negatives article says you can add them at campaign or account level, and they apply to Search and Shopping inventory only. Our negative keywords guide has a starter list.
- Keyword priority: Google says that when a search is identical to an exact match keyword in your Search campaign, the Search campaign is prioritised over PMax. Search themes in PMax have the same priority as phrase and broad keywords.
- Channel prioritisation: Google's help describes priority tiers, with Search partners and the Display Network set separately from Google's own surfaces, plus optional daily budget allocations for them.
Reports to check every week
PMax used to be a black box. Google now documents several reports that let you see where the money goes.
| Report | Where to find it | What to look for |
|---|---|---|
| Channel performance | Campaigns > Insights and reports > Channel performance | Spend and conversions by Search, YouTube, Display, Discover, Gmail, Maps |
| Search terms (PMax view) | Search terms report > 'Search terms and landing pages for Performance Max' | Irrelevant searches to exclude; brand searches |
| Asset reporting | Asset group > assets | Weak headlines or images to replace |
| Conversions by action | Goals > Summary | Whether results are real leads or secondary actions |
The channel performance article explains the summary, the channels-to-goals chart and the downloadable distribution table, and the PMax search terms article explains the search term view. If Display or Search partners take a large share of spend with few real leads, lower their priority or move budget back to Search.
A sensible order for a small account
This is the sequence we suggest for most Singapore service businesses. Online shops with a product feed can usually start PMax earlier.
Set up conversion tracking and test it
One to three primary conversions, verified in Tag Assistant.
Run a Search campaign for 4 to 8 weeks
Tight keywords, negatives and Presence location targeting. Build a record of conversions.
Add a brand Search campaign if people search your name
This keeps cheap brand clicks separate and measurable.
Launch PMax with brand exclusions and negatives
Give it a separate budget you can afford to test, and good image assets.
Judge it after the learning period
Compare new leads and cost per lead against Search, using the channel report, not PMax's headline conversion count.
Google is also moving some Search features towards AI, as covered in our guide to the DSA to AI Max upgrade. The same rule applies: automation works when the conversion data is right.
Do it yourself or get help?
If you already run Search with clean tracking, adding a PMax campaign with brand exclusions and a weekly look at the channel report is manageable yourself. Our Google Ads setup checklist covers the account settings first.
Our Google Ads Setup (Search + Performance Max) (S$690) sets up and tests conversions, builds one Search campaign and adds an optional Performance Max campaign with up to 5 designed images and text assets, with a two-week check-in. If PMax is already running and you're not sure it brings new customers, the Ad Account Audit (S$290) reviews structure, bidding and wasted spend and gives you a prioritised fix list.
Frequently asked questions
It can be, if you have reliable conversion tracking, a steady flow of conversions and decent image and video assets. Online shops with a product feed often do well. Service businesses with only a few leads a month usually get better results starting with a Search campaign and adding PMax later with brand exclusions and negative keywords.
Google says an exact match keyword in a Search campaign that is identical to the search wins over Performance Max. Search themes in PMax have the same priority as phrase and broad keywords, so overlap is possible. Use brand exclusions and negatives in PMax and keep your most important terms as exact match in Search.
Yes, more than before. Google Ads offers a channel performance report for PMax showing results by Search, YouTube, Display, Discover, Gmail and Maps, and a Performance Max view in the search terms report. Check both weekly in the first month, and compare new leads with your Search campaigns rather than relying on PMax's own conversion count.
Google's lead generation guidance suggests at least 1 to 2 weeks, or up to 6 weeks for complex set-ups or low conversion volume, before making major changes. Avoid changing budgets, targets and goals during that time, because Google says this resets the learning period. Then judge it on new enquiries and cost per lead.
Videos aren't required, but Google's specs page says that if you don't add one, videos may be auto-generated from your other assets. If you want control over what appears on YouTube, upload your own short videos in horizontal, square and vertical formats, or accept and review what Google creates.