Performance Max represents the culmination of Google’s efforts in AI-driven advertising. This innovative campaign format leverages AI to automate and optimize every aspect of advertising, from bid and budget management to audience selection, inventory, and creative rotation. All these features are automated, distributed across Google’s entire advertising inventory, and guided by the various signals the platform has access to.

How Does It Work?

Performance Max uses complex signals, including information provided by the advertiser such as landing pages, creative elements, conversion goals, budget, geographic targeting, and performance data. Advertisers can also specify high-performing audiences and search themes to refine automated targeting.

This format evolves rapidly, with Google regularly introducing new features to generate, modify, and enhance creative elements directly on the Google Ads platform. The latest announcements from Google Marketing Live in May highlighted several notable improvements. We anticipate that Google will continue to develop and enrich Performance Max to better meet advertisers’ needs as AI evolves.

Advantages and Limitations of Performance Max

Our team of search experts, which includes 30 people between Montreal and Toronto, shares the benefits and limitations of PM.

Advantages

1. Maximized Reach: Discover new customers across Google's entire inventory and channels, including YouTube, Display, Search, Discover, Gmail, Maps, and more.

2. Conversion-Based Optimization: Targeting and optimization are centered around specific conversion goals, such as online sales, lead generation, or offline sales.

3. Retour sur investissement amélioré : optimisez les opportunités de conversion pour un meilleur retour sur investissement avec des ajustements automatisés des enchères et des budgets.

4. Opportunity Identification: Analyze audiences, search trends, and other performance-influencing factors for precise adjustments.

Limitations

1. Limited Visibility: Restricted access to detailed performance data and allocation of investments across different channels.

2. Clear Goal Definition Required: A clear definition of goals is necessary to effectively direct the algorithm towards desired conversions.

3. Minimum Budget: An average budget of $3,000 per month is recommended to run a successful Performance Max campaign.

4. Learning Period: Approximately four weeks are needed to stabilize and optimize campaign performance.

When Do Our Experts Recommend Performance Max?

We recommend using the tool for campaigns that meet the following criteria:

• When you have a specific conversion goal to optimize.

• For ongoing campaigns rather than short-term or one-time campaigns.

• If you want access to Google’s entire inventory and partner networks.

• If you want to leverage automation in campaign management.

• When you have solid first-party data to guide the AI.

• If you have a diverse range of creative elements to utilize.

Performance Max reaches its limits for campaigns that meet the following criteria:

• For awareness or engagement/consideration objectives.

• If you need robust brand safety measures and inventory control.

• If you require full transparency on inventory and performance.

• For short-duration campaigns or those targeting very specific audiences.

• If you have specific budgets allocated per channel.

An Evolving Product

Performance Max is at the forefront of advertising innovation at Google, benefiting from continuous improvements. Google has already introduced additional security features, such as third-party verification on YouTube via IAS, and other enhancements are expected.

Performance Max represents an innovative opportunity for advertisers ready to embrace advanced automation and explore the full potential of Google’s advertising inventory.