Google Ads Performance Max

Google’s help center describes Performance Max as a goal-based campaign type that lets an advertiser access all Google Ads inventory from a single campaign.

Where it runs

Google lists YouTube, Display, Search, Discover, Gmail and Maps.

What the advertiser provides

• Creative assets: text, images and videos. Text customization and brand guidelines can be switched on.
• Audience signals: customer-intent hints that guide the system’s learning.
• Conversion goals: conversion actions, with optional targets for return on ad spend or cost per acquisition.
• Budget and brand-safety settings: daily spend targets, exclusions and content-suitability filters.

Requirements and limits Google states

• A campaign needs one of these objectives: sales, leads, website traffic, local store visits and promotions, or creation without goal guidance.
• Search campaigns that use exact-match keywords take priority over Performance Max for matching queries.
• Google Ad Grants accounts may not be eligible to serve on all inventory.