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Drive better results with Performance Max

Reach the right audience wherever they’re browsing with Performance Max, an all-in-one campaign type to find interested customers across every Google channel.
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The best of Google, all-in-one

Cross-channel ads
Reach new customers
You + Google AI

Cross-channel ads

One campaign, every Google channel

With a single Google Ads Performance Max campaign, reach the customers most likely to buy from you wherever they’re browsing — on Search, YouTube, Gmail, Maps, Display and Discovery
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Reach new customers

Connect with consumers that are ready to buy

Using Performance Max best practices, you can boost conversions and sales. Performance Max campaigns automate your bidding and determine where your ads show up so you can reach customers when they’re most likely to buy, maximizing your ROI with higher-converting ads.
A Google Ads dashboard UI chart projects conversions based on budget.

You + Google AI

Combine your expertise with Google AI

You provide your marketing goal, ad assets, and budget, and Performance Max uses Google AI to get your ad in front of the right customers, at the right time.
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Grow your business with Google Ads

Drive growth and maximize your return. See how these businesses succeed with Performance Max campaigns.
  • Two fashionable women in dresses walking city streets in Rothy’s shoes.

    Rothy’s multiplies results and scales creative expertise with Performance Max campaigns

    Performance Max enabled Rothy’s to share its powerful sustainability story with a wider audience. By automating the use of their video and imagery across Google’s channels, they successfully reached more customers who value sustainable products, helping grow conversions by 60% and revenue by 59%.

  • A video preview screen of a family of three huddled around a tablet.

    Watch the video

    Link to Youtube Video

    discovery+ multiplies their insights to scale growth using Performance Max

    Discovery+ adopted Performance Max to solve the challenges of manual budget allocation across siloed campaigns. This single, holistic optimization strategy took the guesswork out of media buying, leading to a 21% decrease in cost-per-acquisition (CPA) compared to their previous non-branded search campaigns.

  • A small dog eating from a bowl next to a package of Tail’s dog food

    ManyPets innovates and boosts results using Performance Max best practices

    To replace manual campaigns that put too much demand on their team, ManyPets turned to Performance Max for a more efficient, automated solution. This freed them up to focus on high-level strategy while the campaign drove a 21% increase in sales.

Partner with a Google Ads expert to set up your first campaign

  • We’ll get you up to speed on the latest platform updates
  • We’ll design a media plan that makes the most of your budget
  • We’ll help you launch your first campaign with hands-on guidance
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A Google Ads customer chats with a helpful Google Ads Expert.

Get started with Performance Max campaigns

Use these Performance Max best practices to learn how to create successful Performance Max campaigns
Learn more
Define your goals

Whether you’re driving online sales, leads or store visits – share what types of conversions Performance Max campaigns should optimize for and set values to indicate which conversions are worth the most to your business.

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Learn how Performance Max works

Check out this collection of resources to find thought leadership, tips, and best practices to help you succeed with Google Ads.

Tools and campaigns that can help you meet your goals

Interested in learning more about what Google Ads has to offer? Click on the cards below to explore more related campaigns and helpful tools.
  • The UI of a paid search result for ‘Modern Design & Co. coming up on Google Ads.

    Search ads

    Show up when people search for businesses like yours on Google and only pay when they click.

    Learn more
  • Image of a person running outside surrounded by YouTube, Gmail, and Search icons.

    Demand Gen campaigns

    Connect with consumers and drive demand with immersive, relevant creatives that grab attention and spur action.

    Learn more
  • A YouTube video ad with a customer at home on a tablet.

    YouTube ads

    Reach potential customers where they’re watching and grow your business. Get started now – and start getting results.

    Learn more

Frequently asked questions

How does Performance Max work?

Performance Max uses Google AI to help you find customers across all of Google’s channels: YouTube, Display, Search, Discover, Gmail, and Maps. You provide the campaign with your conversion goals, budget, and a variety of creative assets (including text, images, and videos). Performance Max then automates bidding and targeting to help achieve your goals, all from a single, unified campaign.

Is Performance Max a good fit for my business goals?

Performance Max is a goal-based campaign that allows advertisers to use all of their Google Ads inventory in a single campaign. Performance Max helps you drive results based on your conversion goals, helping deliver more conversions and value by optimizing ad performance in real-time and across channels using Smart Bidding. Learn more about Performance Max by visiting the About Performance Max campaigns help page.

How do I set up and manage a Performance Max Campaign?

You can create a single, easy-to-manage Performance Max campaign to promote your products or services by starting with a goal. Learn how to set up and manage a successful Performance Max by visiting the Create a Performance Max campaign help page.

How can I optimize my Performance Max campaign?

You can optimize your Performance Max campaign by focusing on three key inputs:

• High-quality creative: Provide a wide variety of text, image, and video assets.
• Audience signals: Add your customer lists or website visitor data to guide the AI.
• Accurate conversion tracking: Ensure your conversion measurement is set up accurately.

What kind of insights can I expect from Performance Max campaigns?

With Performance Max, you get more transparent insights like rising search trends with Performance Max. With Google’s real-time understanding of consumer intents and preferences, Performance Max can unlock new customer segments you may not have access to with a different campaign type. Performance Max asset reporting can help you understand which creatives are impacting performance and help you optimize campaign creatives to drive ROI. Learn more about Performance Max by visiting the About Performance Max campaigns help page.

Does Google Ads Performance Max campaigns use AI?

Yes, Google AI powers Performance Max to maximize your campaign’s results. Google AI is used across bidding, budget optimization, audiences, creatives, attribution, and more. They’re all informed by your specific advertising objective, your creative assets, audience signals, and optional data feeds you provide. Learn more about Performance Max by visiting the About Performance Max campaigns help page.

How should I split my budget between Performance Max and traditional search campaigns?

The best practice is to consolidate campaigns into Performance Max to give the AI more data. However, separate campaigns might make sense for specific business goals that require more granular control or different settings. For example:

• Customizing ad assets for different countries or languages.
• Managing dedicated budgets and targets for seasonal promotions.
• Setting different performance targets (CPA/ROAS) for various business goals.
• Maintaining precise keyword control or brand protection.
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