What is Performance Max and when should you use it?
Performance Max is Google's goal-based campaign type that serves across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one asset group. Use Performance Max when conversion tracking is clean, a product feed or strong creative exists, and the account produces roughly 30 or more conversions per month for bidding to learn.
Key facts
- •One campaign, seven Google inventory surfaces
- •Needs ~30 conversions/month to stabilise
- •Brand exclusions and account-level negatives are essential
- •Asset group per product theme, not per SKU
When Performance Max fails
Performance Max fails when it is allowed to absorb brand search, when conversion actions include low-value events like page views, or when a single asset group covers unrelated products. Apply brand exclusions, keep only revenue-relevant conversion actions primary, and split asset groups by margin or product theme so budget follows profit.
Last reviewed 2026-09-03
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