Performance Max

Performance Max is Google’s AI-driven campaign type that runs ads across all Google properties simultaneously, including Search, Display, YouTube, Gmail, Maps, and Discover. You provide creative assets (images, videos, headlines, descriptions) and audience signals, and Google’s machine learning determines where and how to show your ads.

Performance Max replaced Smart Shopping campaigns in 2022 and is designed for advertisers who want broad reach with minimal manual control. The campaign type works well for e-commerce and lead generation when you have sufficient conversion data, but it offers less transparency than traditional campaigns because you can’t see exactly which searches triggered your ads or control placements as precisely.

Most advertisers should master traditional Search campaigns before testing Performance Max.

Example: A multi-location dental practice runs Performance Max campaigns, providing photos of their offices, patient testimonials, and service descriptions. Google automatically distributes their ads across Search, YouTube, and Display based on which placements drive the most appointment bookings.