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Advertising

What is Performance Max (PMax)?

Google's AI-driven campaign type — it automates the whole inventory of Search, Display, YouTube, Shopping and Maps in a single campaign.

Detailed definition

With PMax you supply the assets (images, video, headlines, descriptions), the audience signals and the conversion goal, and Google's AI optimises which asset is shown where. The advantage: broad reach and automated optimisation. The disadvantage: you cannot see fully which channel the budget went to. In most accounts, keeping brand searches in a separate Search campaign and using PMax for generic demand makes control easier.

Examples

  • In e-commerce, PMax combined with a product feed reaches a scale comparable to Shopping ads.

Related terms

Google Ads Google's advertising platform — Search, Display, YouTube, Shopping and PMax campaign types. Google Shopping Ads E-commerce ads that appear in Google search results with a product image, a price and the brand. Lead Form Ads A format in which the user fills in the form inside the ad when they click it, without going to the site. Meta Pixel JavaScript code that reports visitor behaviour on your site to Meta. Used for building audiences and conversion optimisation. CAPI (Conversions API) A way of sending conversion data to Meta from the server; it complements the browser-based Pixel.
Category Advertising

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If you would like to discuss how Performance Max (PMax) applies to your business, we can arrange a short initial call. The first 30-minute call is free.

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From the same category

Other terms in the Advertising category

Lookalike Audience An audience of new users who resemble your existing customers; built from a customer list in Meta Ads. Retargeting (Remarketing) Showing ads again to users who visited your site but did not convert. Meta Ads (Facebook + Instagram) Meta's advertising platform — ads shown on Facebook, Instagram, Messenger and WhatsApp. CPC (Cost Per Click) The advertising cost you pay for each click. It varies with the sector and the level of keyword competition. ROAS (Return on Ad Spend) The revenue returned by an advertising investment — ROAS = revenue ÷ ad spend. CAC (Customer Acquisition Cost) The total cost of winning one new customer — CAC = marketing spend ÷ number of new customers.
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