Performance Max
Google's AI-driven campaign type that runs ads across all Google properties.
What is Performance Max?
Performance Max (PMax) is Google's automated campaign type that uses machine learning to deliver ads across YouTube, Display, Search, Discover, Gmail, and Maps from a single campaign.
You provide creative assets (headlines, descriptions, images, videos), define conversion goals, and set budget. Google's AI determines where, when, and to whom to show ads to maximize conversions.
PMax uses audience signals (demographics, interests, custom segments) to guide the algorithm initially, but it optimizes beyond these signals based on performance data.
Best for businesses seeking conversions or leads at scale. Less suitable for brand awareness or those wanting granular control over placements and targeting.
Performance Max in New Zealand
NZ businesses should set location targeting carefully in PMax - you can target all of NZ, specific regions, or even exclude areas you don't service.
Provide high-quality NZ-specific assets: local images, testimonials from Kiwis, NZ business credentials, and copy that resonates with NZ audiences.
Allow 4-6 weeks for PMax learning period before evaluating performance. NZ's smaller audience size means algorithms need time to gather data.
NZ Business Examples
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A nationwide NZ retailer uses PMax to promote online store, seeing 4.2:1 ROAS across all Google properties -
An Auckland service business runs PMax with location extensions, generating leads at $35 CPL across Search, YouTube, and Maps -
A Christchurch e-commerce store uses PMax for holiday campaign, achieving 850 sales with 5.8:1 ROAS
Real-World Industry Examples
E-commerce
An online furniture store uploads product feed and creative assets to PMax
Achieves 4.5:1 ROAS with 65% of sales coming from Display and YouTube (channels they didn't previously use)
Lead Generation
A solar installer switches from standard Search campaigns to PMax
Lead volume increases 40% at similar CPL, with YouTube and Discover driving 30% of new leads
Local Services
A multi-location dental practice runs PMax with location assets
Maps and local inventory ads drive 45% of bookings, with overall cost per booking down 22%
Related Terms
Frequently Asked Questions
Should I use Performance Max?
PMax works well if you have: clear conversion tracking, sufficient budget ($30+/day), quality creative assets, and trust in Google's AI. If you need granular control or are brand new to Google Ads, start with Search campaigns first.
How much budget do I need for Performance Max?
Minimum $30-50/day for effective learning and delivery. Lower budgets limit the algorithm's ability to test and optimize across channels. More budget enables faster learning and better optimization.
Can I control where Performance Max shows ads?
You have limited placement control - you can't exclude specific sites or channels. However, you can exclude content types, set brand exclusions, and add negative keywords. If you need full control, use standard campaign types.
Need Help With Your Paid Advertising?
Our team specializes in delivering 30 qualified leads in 30 days for NZ service businesses. We handle the strategy, execution, and optimization - you handle the sales.