Performance Max Guide: Setup, Controls, and Optimization

Performance Max (PMax) is a Google Ads campaign type that runs one campaign across all Google Ads inventory, including YouTube, Display, Search, Discover, Gmail, and Maps, and uses Google’s AI to decide where each ad shows. It works best with accurate conversion tracking, strong creative assets, and clear audience signals. Since 2025, Google has added the controls advertisers asked for most: campaign-level negative keyword lists, search terms reporting, channel performance reporting, and full asset-level stats.

This guide covers how PMax works, how to set it up, the controls now available, and when PMax is the wrong choice.

What is Performance Max?

Google describes Performance Max as “a goal-based campaign type that allows you to access all Google Ads inventory” from a single campaign. You supply goals, budgets, creative assets, and audience signals. Google’s bidding and targeting systems then decide which channels, placements, and combinations of assets to use for each auction.

Google positions PMax as a complement to keyword-based Search campaigns, not a full replacement for them.

How do you set up a Performance Max campaign?

1. Fix conversion tracking first. PMax optimizes toward whatever you count as a conversion. Track real outcomes, such as purchases or qualified leads, with accurate values.
2. Choose a goal and bid strategy. Use Maximize conversion value with a target ROAS for ecommerce, or Maximize conversions with a target CPA for lead generation.
3. Build asset groups by theme. An asset group is a set of creative built around a product category, service, or audience. Keep each one focused.
4. Add audience signals. Give Google your customer lists, website visitors, and custom segments as starting points. Signals guide the AI; they don’t restrict it.
5. Connect your product feed through Merchant Center if you sell products.
6. Set your controls (brand exclusions, negative keyword lists, URL rules) before launch, not after.

What assets does Performance Max need?

Limits come from Google’s guides to text assets, image assets, and video assets. Supply your own videos: auto-generated versions rarely match your brand. Our video marketing strategy guide covers what makes short video work.

What controls does Performance Max have now?

Google announced campaign-level negative keyword lists, search terms reporting for all PMax campaigns, device and age targeting, and full asset stats in an August 2025 update. Channel performance reporting became available in all PMax campaigns in November 2025. Google calls brand exclusions “the most effective way to control how your ads appear on searches for your brand.”

How do you optimize Performance Max?

• Review search terms weekly and add irrelevant queries to a negative keyword list.
• Check the channel performance report to see whether spend is going to Search, YouTube, or Display, and whether that matches your goals.
• Replace weak assets using asset-level stats instead of guessing.
• Exclude your brand if you already run a branded Search campaign, so PMax doesn’t take credit for customers who were already looking for you.
• Exclude low-value URLs so Google doesn’t send paid traffic to pages that can’t convert.
• Give changes time. Large budget or target changes reset learning. Adjust in steps and judge results over weeks, not days.

When should you not use Performance Max?

• When conversion tracking is weak. PMax will optimize toward bad data at scale.
• When you have very little conversion volume. The system needs data to learn; a handful of conversions a month is rarely enough.
• When you need tight message control. Regulated industries or brands with strict creative rules may prefer Search campaigns with fixed ad copy.
• When you need to isolate a single channel. If you only want YouTube or only want Search, use the dedicated campaign type.

For setting the right efficiency target, read our guide to profitable ROAS.

Frequently asked questions

What is Performance Max in Google Ads?

Performance Max is a goal-based Google Ads campaign type that runs across all Google Ads inventory, including YouTube, Display, Search, Discover, Gmail, and Maps, from a single campaign. Google’s AI decides where ads show and which asset combinations to use, based on your goals, assets, and audience signals.

Can you add negative keywords to Performance Max?

Yes. In August 2025, Google announced campaign-level negative keyword lists for Performance Max campaigns. You can use them to stop ads from appearing on searches that are irrelevant or unprofitable.

Can you see search terms in Performance Max?

Yes. Google made search terms reporting available for all Performance Max campaigns and through the Google Ads API in August 2025. Review it regularly and add poor-quality queries as negative keywords.

Is Performance Max worth it?

It can be, especially for ecommerce brands with reliable conversion tracking, a solid product feed, and good creative. It is a poor fit when conversion data is thin or inaccurate, or when you need strict control over where ads appear and what they say.

Get more from Google Ads

Sentic is a national digital marketing agency specializing in AI search optimization, SEO, paid search, paid and organic social, and websites. We build Performance Max campaigns on clean conversion data and manage them with the controls Google now provides. See our client results, learn about our paid search services, or request a free growth audit.