Definition
Performance Max (PMax) is a Google campaign type that runs across all of Google's inventory (Search, Shopping, YouTube, Display, Gmail and Maps), steered by one algorithm toward a single conversion goal.
Also called: Performance Max, PMax, P-MaxProduct data becomes a Shopping ad.
- title
- Organic Tee · Green
- availability
- in_stock
- price
- 40.00 EUR
- color
- green
- size
- M
Choose a variant. The product data and ad update together.
Organic Tee · Green
€40In stock · Example priceFrom Cobiro01ID, title, image and variant describe the actual product being sold.
Power vs control
PMax is effective because it lets Google find conversions across every placement at once. But it's also a black box: you don't see directly where the money goes, and it happily throws budget at brand searches and bestsellers you'd have won anyway.
That's why we build control in from the outside: segmentation by margin via custom labels, brand exclusions so PMax doesn't take credit for brand searches, and a profit signal via contribution margin as conversion value. Without that frame, PMax quickly optimises toward the wrong thing.
Feed and signal steer PMax
For e-commerce, the product feed is half of PMax: titles, product type and images determine which searches you match. Feed-only PMax (without image and text assets) gives cleaner, more Shopping-like behaviour when you want control over the assortment rather than broad placements.
Frequently asked questions
Should I exclude brand searches from Performance Max?
Usually yes. Otherwise PMax takes credit for people who already searched for you, and you can't see the real, incremental value. A separate brand campaign or brand exclusions gives a cleaner picture and better control.
Can Performance Max optimise toward profit?
Yes. By sending contribution margin as conversion value instead of revenue. Then PMax bids on actual profit across the assortment rather than favouring high-revenue, low-margin products.
From insight to action
See how it applies in practice.
Growth also needed a better purchasing process
We built Matraws' trade-in system with submission, assessment, offers and handling in one backend. The work addressed supply as a constraint.
Read the casePriorities and collaboration
Discuss your next step
Tell us where your business stands. We clarify the work needed and whether we are the right fit.
Choose a time30 minutes · No obligation
About the author
Malthe Ærbo Weibeck
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
Meet the team