10 Feb, 2023

What is Performance Max on Google Ads: Everything You Need to Know

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Did you know that Google Ads has this feature that can make your ads more effective at attracting new customers? Performance Max is a goal-based campaign on Google’s advertising platform designed to increase conversions. But what is Performance Max on Google Ads exactly? And how do you use it to generate more store visits or sales?

Performance Max Explained 

In the 1980s, a marketing expert once said that the average person needs about seven touchpoints with a business to become a paying customer. However, this is no longer entirely accurate with how the world has changed over the last three decades. Today’s consumers have plenty of options to choose from as far as products and services go. Furthermore, there now exist marketing channels completely unheard of in the ’80s. As a result, competition has become tougher, while the average consumer has more power over their choices and spending habits. 

As a business owner, you must become more visible than ever to succeed. Forget the seven touchpoints. You’ll need to be seen thrice as often to convert prospects into actual customers successfully. But how do you achieve this without spending all your hard-earned money on marketing? 

This is where Performance Max comes in. As mentioned earlier, Performance Max allows you to optimise the performance of your ads to generate more conversions. But what makes it different from your typical Google Ads campaign is that you can leverage automation and the search giant’s highly advanced AI technology to expand your audience and increase successful conversions

Also, Performance Max lets you showcase your products or services to new audiences Google’s AI considers to be high converters. Even if users are not actively searching for businesses similar to yours, they are still likely to see your ads across various Google channels (YouTube, Display, Discover, Gmail, and Maps) based on the following: 

  • The apps they used
  • The websites they visited
  • The videos they watched
  • The places they have been to
  • Other relevant factors


However, note that Performance Max is incapable of creating ads independently. You will need to feed it the necessary ingredients to function correctly. Once all the essential elements are in place, Google will mix and match them into whatever combination it thinks will result in a successful conversion on each channel. 

One of the advantages of Performance Max is that it automatically gets better over time. Because Google uses machine learning to predict consumer behaviour, you’re likely to see better results from your Google Ads campaigns the more you utilise Performance Max.

How to Leverage Performance Max to Boost Conversions 

Now that you know the answer to “What is Performance Max on Google Ads?” We will explore how to use this feature to help achieve your marketing goals. Here’s what you’ll need to launch a Performance Max campaign.

1. Your goal

First, you must determine what you want to achieve with your ads. For instance, you can choose to increase: 

  1. Sales – ideal for e-commerce or businesses that sell products online.
  2. Leads – recommended for service-oriented businesses looking to attract more potential clients.
  3. Local store visits – suitable for businesses with physical locations.

2. Budget

Next is to identify how much you’re willing to spend on your ads. Then, select your bidding strategy accordingly. You can set your bids to maximise conversions or according to your target cost per conversion.

3. Creative assets

While Performance Max can do a lot of things, one task it cannot accomplish on its own is to write ads from scratch. Therefore, you will need to develop and upload creative assets Google Ads can work with. For best results, consider providing the platform with the following: 

  • 3-5 different headlines
  • 1-5 longer headlines
  • 2-5 descriptions or ad content
  • 3-20 images in different sizes and dimensions
  • Your business logo
  • Call to action text
  • 5 10-sec videos (optional)

4. Audience targeting

Performance Max can automatically identify the online users it will target. Nevertheless, you still have the option to do this manually. For instance, you can choose your target audience based on basic demographics, such as age, location, and gender. Another option is to target people relevant to your business or those actively looking for products/services similar to yours. 

If you choose Option No. 2, you can upload a list of your customers’ information and email addresses on Google Ads. Then, the search giant will help you find people similar to your existing clients so you can target them with your ads.

A Quick Note 

Before you start a Performance Max campaign on Google Ads, we encourage you to perform a quick technical check of your website. This ensures your site can handle significant traffic once your Performance Max ads go live. If you don’t know how to conduct a site audit, our team at Springhill Marketing will be glad to assist you.

Boost Conversions with Performance Max 

With the introduction of Performance Max, you now have more reasons to use Google Ads to increase and strengthen your customer base. When used correctly, it can help you generate more conversions, allowing you to earn more profits and obtain a significant return on investments.

If you’re considering launching a Performance Max campaign but don’t know where to start, our Google Ads specialists at Springhill Marketing can help you. Contact us today, and we’ll create a Google Ads campaign tailored to your business.

Drive Your Business Towards The Best Results.

Talk to us about how we can help.

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