Performance Max campaigns are Google's most ambitious AI-powered campaign type, and after managing significant spend through them over the past two years, we've learned what works, what doesn't, and how to get the most out of this powerful but opaque format.
The biggest misconception about Performance Max is that it's 'set and forget'. While the campaign type automates many aspects of targeting and bidding, the quality of your inputs (creative assets, audience signals, and conversion data) directly determines performance.
Asset quality matters enormously. Provide the widest possible range of high-quality text, image, and video assets. Google's AI will test combinations, but it can only work with what you give it. We typically start campaigns with 15+ text headlines, 5+ descriptions, 10+ images, and at least 2 videos.
Audience signals are your most powerful lever. While Performance Max will expand beyond your provided audiences, starting with strong signals (customer lists, high-intent website visitors, and in-market segments) helps Google's AI find the right direction faster.
Conversion tracking must be flawless. Performance Max optimises toward your conversion goals, so any errors in tracking will send the AI in the wrong direction. Implement enhanced conversions and verify your attribution model before launching.
Reporting transparency is limited by design. Use URL-level performance reports, asset group insights, and campaign-level search terms to piece together where your budget is going. Supplement Google's reporting with your own analytics to get the full picture.
