Performance Max Management UK
Automation Finds the Customers.
Strategy Decides Which Ones.
Performance Max can be one of the most efficient ways to acquire customers across Google's networks, or one of the most wasteful. The difference is governance. We set the strategy the automation works within: asset groups built around what you sell, feeds that reflect it, and exclusions that keep spend focused on new customers rather than people who would have found you anyway.
What Is Included in Performance Max Management?
Properly Segmented Asset Groups
Asset groups built around distinct products, services, or audiences rather than one catch-all group the algorithm has to guess its way through.
Spend Focused on New Customers
Brand exclusions, placement exclusions, and account-level negative keywords so Performance Max doesn't cannibalise existing campaigns or spend on irrelevant placements.
Optimised Toward Booked Business
Conversion tracking and value rules set up so the campaign optimises toward real business outcomes, with GA4 and Looker Studio reporting that sits outside Google's own dashboard.
Weekly Review
Asset performance, search themes, and spend reviewed every week — Performance Max is not a 'launch and forget' campaign type, whatever Google's own messaging suggests.
Common Questions About Performance Max.
What is Performance Max?
Performance Max is a Google Ads campaign type that automatically serves ads across Search, Display, YouTube, Gmail, Maps, and Discover from a single campaign, using machine learning to find converting combinations of your assets and audiences.
Why does Performance Max waste budget for some businesses?
Performance Max is largely a black box — you get far less visibility into which network or placement produced a result than with standard Search campaigns. Launched on a brand-new account with no conversion history, weak asset groups, or no negative keyword and placement exclusions, it will often spend on branded traffic or irrelevant placements instead of generating new customers.
When is Performance Max a good fit?
It tends to work well once an account already has solid conversion tracking and some campaign history for the algorithm to learn from, and when it's set up with properly segmented asset groups, a real product/service feed where relevant, and exclusions to protect brand and existing campaigns from cannibalisation.
Is Performance Max Wasting Your Budget Right Now?
Book a free Performance Max audit and we will tell you honestly whether your current setup is winning you new customers or simply spending.
Book Your Free Performance Max Audit