PMax only looks like a "black box" when it's launched on defaults. We build PMax campaigns as instruments — with clean signals, defined constraints, and transparent reporting at the channel level.
Performance Max unifies all of Google's inventory in a single campaign: Search, Display, YouTube, Discover, Gmail, Shopping, Maps. Powerful — but without the right signals, the algorithm will spend on cheap, low-quality placements.
Our role is to feed the algorithm exceptionally clean inputs: the right conversion goal (value-based, not enhanced conversions alone), a properly structured product feed, relevant audience signals, intelligent asset-group segmentation.
We don't run PMax as "the only campaign in the account". We use PMax as orchestrator — alongside Search campaigns that catch brand and high-intent traffic separately, where they belong.
Product title optimisation, custom labels for segmentation, supplemental feeds, exclusion rules for unprofitable SKUs.
Splits by product category, margin, audience. Each asset group gets its own creative strategy and signal set.
Customer match uploads, lookalikes, in-market, custom intent. PMax learns faster when seeded with the right starting audiences.
Excluding brand queries (so PMax doesn't cannibalise Search), placement exclusions, channel-level budget visibility through Looker Studio.
Asset prep across all required formats: 1:1, 4:5, 16:9, video 6/15/30s. Without complete assets, PMax won't access half the available inventory.
Looker Studio dashboards showing real Search/Display/Video performance separately — the data Google hides in the native interface.
Feed audit, Enhanced Conversions for Leads / Web setup, value tracking validation, customer match list preparation.
Start with 1–2 asset groups, capped budget, conservative tROAS. Honour the 14–21 day learning phase.
After first stable results, add new categories, segments, creatives. Monitor cannibalisation of other campaigns.
Budget growth at +15–20% per week, parallel tests of new audience signals, ongoing creative iteration.
Weekly Insights tab review, Search Terms Insights, Audience Insights. Regular asset replacement.
Send us your current account access and a few notes on your goals. We come back with a free audit and a clear recommendation within two business days.
Request a free audit →