Performance Max
Performance Max — Google Ads campaigns geared towards sales, leads and scale
We run Performance Max campaigns for online stores, service businesses and B2B companies that want to make better use of data, creatives and conversions in Google Ads. PMax can display ads across many Google surfaces: Search, YouTube, Display, Gmail, Discover and Maps.
We do not launch campaigns “automatically”. The effectiveness of PMax depends on the quality of the setup. First we check the analytics, conversions, the website, the product feed, the creatives, the business goals and the budget.
The effect: the campaign does not run by chance — it has a clear goal, correct measurement and the data Google needs to optimise delivery.
- Search, YouTube, Display, Discover, Maps
- Asset groups + audience signals
- Conversions + import to Google Ads
- Merchant Center integration (store)
- Optimisation towards sales or leads
- Monthly report + live dashboard
Performance Max makes sense when
- you run a store and want to scale sales
- you have e-commerce measurement set up correctly
- you have Merchant Center and a product feed
- you run Google Ads and want to increase scale
- you have a sufficient budget to gather data
- you want to run campaigns across multiple Google surfaces
- you care about sales, leads or conversion value
- you have a customer base or remarketing data
- you want to test different creatives and messages
What can a client gain from Performance Max?
Performance Max uses Google’s automation, but it does not remove the need for strategic thinking. It is not a campaign you can simply switch on and leave. It needs a clear goal, correct conversions, the right creatives, the right audience signals and regular analysis of the results.
| Client need | What we do | What the client gains |
|---|---|---|
| You want to increase store sales | We connect PMax with Merchant Center, the feed and e-commerce measurement | Products can be promoted more widely across the Google ecosystem |
| You want more leads | We configure conversions, forms, phone calls and lead values | The campaign optimises towards real actions, not clicks |
| You have Search/Shopping and want to scale | We add PMax as another element of the strategy | You can reach new audiences and Google surfaces |
| You have data, but the campaigns are stagnant | We analyse the structure, goals, asset groups and conversions | We point out what is blocking the campaign’s growth |
| A store with a large product range | We segment products by category, margin and ROAS | The budget can work harder on products with potential |
| You don’t know whether PMax is performing well | A report of results, insights and recommendations | You can see whether the campaign really supports sales or leads |
What does Performance Max management include?
Seven areas of work — from the PMax readiness audit, through strategy, conversions, asset groups, audience signals and Merchant Center integration, to ongoing optimisation.
PMax readiness audit
- Google Ads account
- GA4 + GTM
- conversions + import to Ads
- landing page
- forms and phone calls
- cart and purchase (store)
- Merchant Center + feed
- creative quality
- budget and data history
Benefit: Before spending budget you know whether PMax makes sense and what to improve.
Campaign strategy
- the main goal
- conversion type and value
- budget
- campaign structure
- asset group split
- audience signals
- landing pages
- products/categories to promote
- bidding strategy
Benefit: The campaign is built towards a specific goal: sales, leads, calls or ROAS.
Conversion setup
- form, phone, email
- purchase + transaction value
- add to cart + checkout
- qualified lead
- import of offline conversions
- conversion valuation
- GA4 ↔ Ads connection
Benefit: The campaign works on actions with business meaning, not empty clicks.
Asset groups
- short and long headlines
- descriptions
- images in the required formats
- logos
- video assets
- final URLs
- audience signals
- messages matched to the offer
Benefit: Google receives more quality assets to test and match ads with.
Audience signals
- customer lists
- website and cart users
- people who have purchased
- interests and purchase intent
- custom segments
- data from Ads and GA4
- remarketing
Benefit: The campaign gets hints faster about who may be a valuable audience.
Merchant Center integration (store)
- product feed
- product errors
- prices and availability
- product titles
- images, GTIN/MPN
- categories
- disapproved products
- Ads ↔ Merchant Center connection
Benefit: PMax works on the store’s real product range, not just generic ads.
Campaign optimisation
- asset groups + creatives
- audience signals
- budget + bidding strategy
- conversion value
- products / categories
- landing page
- exclusions
- lead quality
- ROAS + cost per conversion
Benefit: The campaign is continuously adjusted based on data, not just “switched on”.
Honestly
Performance Max can speed up good work — but it can also burn through the budget faster if the fundamentals are set up wrong
PMax is not a “magic AI campaign”. If the conversions are wrong, the creatives weak, the product feed unclear or the goal poorly chosen, the automation optimises based on poor data. That is why we do not sell PMax to everyone — first we check readiness.
How do we launch Performance Max step by step?
Seven stages — from readiness verification and setting the goal, through campaign and creative configuration, to ongoing optimisation and a report with concrete conclusions.
Readiness verification
We analyse the ad account, conversions, GA4, GTM, Merchant Center, the feed, the landing page and campaign history.
Effect: You know whether PMax makes sense now, or whether the fundamentals need fixing first.
Setting the goal
What counts as a conversion, what its value is, what result is profitable, which products/services are the priority and what budget makes sense.
Effect: The campaign does not optimise towards random actions.
Campaign configuration
PMax structure: goals, asset groups, creatives, audience signals, budgets, bidding strategy, URLs and connections to Google tools.
Effect: The campaign is prepared technically and strategically, not on default settings.
Preparing the creatives
Text, images, logos and optionally short video. PMax needs varied assets because ads appear in many places.
Effect: The campaign has more variants to test.
Launch and monitoring
We check conversions, budget, traffic and errors. We monitor the first data for 1–2 weeks after launch.
Effect: The campaign is not left unattended.
Optimisation
We improve the structure, creatives, signals, products, budgets and bidding strategies. We analyse lead or sales quality.
Effect: The campaign is developed based on data, not intuition.
Reporting and recommendations
Monthly: cost, conversions, revenue, ROAS, cost per lead, lead quality, creative effectiveness and products with potential.
Effect: You know what works, what to improve and where it is worth investing further.
Performance Max should not always replace Search and Shopping
In many cases the best result comes from combining several campaign types. PMax is worth treating as part of a Google Ads strategy, not an automatic replacement for all campaigns.
| Campaign type | Role |
|---|---|
| Search | Captures users typing specific phrases |
| Shopping | Promotes products directly in Google |
| Performance Max | Scales campaigns across multiple Google surfaces |
| Remarketing | Returns to people who have already visited the site |
| Brand Search | Protects queries related to the company name |
| Local campaigns | Support visibility in a specific area |
How much does Performance Max management cost?
Performance Max management starts from PLN 1,490 net/month. Recommended advertising budget: a minimum of PLN 3,000/month, paid directly to Google.
PMax works based on data and conversion goals. With too low a budget the campaign does not gather enough data to assess which creatives, audiences, products or placements perform best.
Performance Max package
from PLN 1,490 net / month
- PMax readiness audit
- GA4 and conversion analysis
- Google Ads account analysis
- campaign configuration
- asset group preparation
- ad copy preparation
- audience signal configuration
- Merchant Center integration
- campaign optimisation
- conversion analysis
- monthly report + live dashboard
- recommendations for further work
Advertising budget: a recommended minimum of PLN 3,000/month (paid to Google).
For stores: Merchant Center + product feed recommended.
For services: correct measurement of leads and conversion quality required.
When might Performance Max not be a good choice?
PMax will not fix a weak site, a bad feed or incorrect conversions. This matters a great deal — it builds trust and sets us apart from agencies that sell PMax as an “automatic AI campaign for everyone”.
- the company does not have conversions set up correctly
- GA4 is collecting incorrect data
- the site does not generate enquiries
- the forms do not work properly
- the store has cart errors
- Merchant Center is rejecting products
- the product feed is weak
- the budget is too low
- there is no clear campaign goal
- the company does not know which leads are valuable
- basic creatives are missing
In such a situation it is better to first fix the analytics, the website, the feed or your classic Google Ads campaigns, and only then launch Performance Max.
Frequently asked questions
Short answers about PMax, asset groups, audience signals, budget and conversion measurement.
Is Performance Max right for every business?
Does Performance Max only work for online stores?
Does Performance Max replace Search?
What budget do you need for Performance Max?
Does Performance Max work without conversions?
What are asset groups?
What are audience signals?
Is Performance Max suitable for B2B?
Does PMax require graphic and video assets?
Want to check whether Performance Max makes sense for your business?
Performance Max can help scale sales or leads, but only when the campaign has good inputs: correct conversions, an adequate budget, good creatives and a clear goal.
We will check your Google Ads account, analytics, website, Merchant Center and current campaigns. If PMax makes sense, we will propose a structure. If the fundamentals need fixing first, we will tell you straight.