Performance Max, Governed Properly —
Not Left to Spend Itself.
Performance Max can be one of the most efficient campaign types in Google Ads, or one of the most wasteful — the difference is almost entirely in the setup. We build the asset groups, exclusions, and feeds that keep it spending on real opportunities.
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.
Exclusions That Protect Your Budget
Brand exclusions, placement exclusions, and account-level negative keywords so Performance Max doesn't cannibalise existing campaigns or spend on irrelevant placements.
GA4 & Looker Studio Reporting
Conversion tracking and value rules set up properly so the campaign optimises toward real business outcomes, with performance reported clearly 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 PPC audit call and we will tell you honestly whether your current setup is working for you or against you.
Book Your Free PPC Audit Call