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Advertising Platforms & Infrastructure
4 min read
Performance Max is Google’s goal-based, fully automated campaign type that runs a single campaign across all of Google’s inventory — Search, YouTube, Display, Gmail, Maps and more — with the AI deciding where and how to serve. You supply assets and a goal; it handles the rest.
Provide assets and goals. Creative, feeds and a conversion goal go in.
It spans all channels. One campaign serves across every Google surface.
AI allocates. Google decides placements, bids and audiences.
It optimises to the goal. Delivery shifts toward what converts.
Asset groups. Headlines, images, video and logos.
Audience signals. Hints about who is likely to convert.
Conversion goals. The outcome and its value.
Feeds. Product data for shopping and dynamic ads.
Whole-inventory reach. One setup touches every Google channel.
Automation. AI handles the cross-channel complexity.
Goal focus. It optimises straight to conversions or value.
Black box. Placement and query data are limited.
Less control. You steer with inputs, not levers.
Creative dependence. Weak assets cap performance.
Cannibalisation. It can overlap with other campaigns.
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