Introduction to Performance Max Campaigns

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Performance Max campaigns are a new goal-oriented campaign type. They allow performance-driven advertisers to create a single campaign that leverages all Google Ads inventory. Designed to complement keyword-based search campaigns, they help you find more customers who complete conversions across all Google channels, including YouTube, Google Display Network, Google Search, Google Discover, Gmail, and Google Maps.

Performance Max campaigns help you achieve better results for specific conversion goals by using smart bidding to optimize performance in real-time across channels, increasing both conversion volume and value. These campaigns apply Google AI to bidding, budget optimization, audience targeting, ad creatives, and attribution. The technology relies on specific campaign objectives (such as target cost-per-action or target return on ad spend) along with your provided creative assets, audience signals, and optional data feeds.

Note: Performance Max campaigns will appear as an available campaign type if your advertising goal is “Sales,” “Leads,” or “Local store visits and promotions.”

Page Contents

• Benefits

• Use Cases

• Google AI

• Campaign Inputs

Benefits

Find More Converting Customers

• Customize goals that align with your business value to maximize conversions or conversion value.

• Performance Max campaigns help you reach customers across all Google channels.

• Powered by Google’s technology, these campaigns analyze consumer intent and preferences in real-time, combined with your audience signals, to uncover new customer segments you may have missed.

Increase Conversion Value

• Cross-channel, data-driven attribution models optimize for touchpoints that drive the highest customer conversions.

• Google AI more accurately predicts the best-performing ad, audience, and creative combinations.

Gain Rich Data Insights

• The Performance Max Asset Report helps identify which creatives positively impact performance and guides optimization for better ROI.

• New insights (e.g., rising search trends) help you understand performance shifts and inform broader business strategies.

Use Cases

Performance Max campaigns are ideal when:

• You have clear advertising and conversion goals, such as increasing online sales or generating leads.

• You want to maximize performance without restricting ad placements.

• You aim to easily cover all Google ad channels with a single campaign.

• You seek to expand reach and boost conversion value alongside keyword-based search campaigns.

Google AI

Performance Max campaigns are powered by Google AI to maximize results. You provide unique settings (e.g., budget, business goals, and conversions to track), and Google AI finds potential customers to help you achieve those goals, serving the right ads at optimal bids for maximum impact.

Smart bidding, combined with attribution technology, identifies the best opportunities across Google’s inventory and bids in real-time for actions most likely to meet your objectives. Audience signals further enhance Google AI’s effectiveness.

Automated creatives, a campaign-level setting, help generate additional text assets. These appear in campaign settings once your account is enrolled in the beta. Learn more about automated creatives.

Note: If the final URL expansion feature is enabled, Google may replace your final URL with a more relevant landing page based on user search queries, dynamically generating headlines, descriptions, and additional assets to match your page content. Learn more about automated creatives.

Campaign Inputs

Performance Max campaigns use Google AI to determine optimal bids and placements for increasing conversions or conversion value. However, you must provide key inputs like audience signals (including customer data) and high-quality text, image, and video assets to enhance performance. You can also set conversion values and rules to help Google AI prioritize conversions most valuable to your business. Additionally, account-level brand safety settings let Google Ads know where your ads should not appear.