How Performance Max Can Improve Search Campaign Performance
Performance Max is one of the most debated campaign types in Google Ads. Some advertisers swear by it, while others see it as little more than a less transparent version of Search.
When Google introduced Performance Max, many assumed it would eventually replace traditional campaign types such as Search or Shopping. In our experience, the most successful accounts tend to run Performance Max (PMax) alongside Search campaigns – and when implemented strategically it can even support Search performance within the same account.
That said, Performance Max isn’t a “set it up and leave it” campaign type. While it relies heavily on automation, it still requires a clear strategy and ongoing management to perform well.
How Performance Max Can Improve Search Campaign Performance
Performance Max runs across all of Google’s ad channels, including Search, Shopping (where applicable), Display, YouTube, Discover and Gmail. By operating across multiple placements, Google’s algorithm gathers a broader range of behavioural and intent signals.
These additional signals help Google’s bidding systems better understand:
- Which users are most likely to convert
- What types of searches indicate strong intent
- Browsing behaviours that correlate with high-quality leads
With more signals available, Google’s bidding models can make more informed decisions about when to show ads and how aggressively to bid. In some cases, this improved learning can have a noticeable impact on Search campaigns running within the same account.
A Real Example
We’ve observed this effect across multiple accounts, but one example illustrates the impact clearly.
We created a Performance Max campaign targeting the same core service as an existing Search campaign (both focused on lead generation). Despite no structural changes being made to the Search campaign, the results were significant.
- Search campaign saw 125% more conversions
- Search campaign cost per acquisition (CPA) dropped by 71.83%
- PMax ran on roughly a quarter of the Search campaign budget
- Lead quality remained consistent
Why Lead Quality Still Matters
Performance Max can sometimes produce lower-quality leads because it casts a wider net and often prioritises cheaper conversions.
In this case, however, the client’s enquiry form only allows submissions that meet specific criteria, meaning every conversion recorded in the account is already pre-qualified. This is hugely important for Google’s optimisation models.
If an account records every form submission but only a small percentage turn out to be decent leads, Google’s algorithm will naturally optimise towards the traffic that generates the cheapest conversions – not necessarily the best.
Put simply, if the data going in isn’t great, the results coming out won’t be either.
Because this account only records qualified leads, the system receives far clearer signals about what a valuable user actually looks like – allowing the algorithm to optimise far more effectively.
So… Is Performance Max Really That Different from Search?
Performance Max definitely has its critics. Spend five minutes scrolling through r/ppc or r/googleads and you’ll see comments like “PMax is just Search with worse control and transparency” or “If you already run strong Search campaigns, Performance Max adds no value.”
And these criticisms aren’t entirely wrong – many Performance Max campaigns do end up allocating a large share of spend to Search placements.
However, it’s important to recognise that this isn’t necessarily the same type of search traffic that traditional keyword targeting captures.
Understanding the User Journey
Search campaigns rely on keywords. If a search query doesn’t match your keywords, your ads won’t appear (unless you’re following the “just use broad match” advice that Google reps love to give).
Performance Max works differently. Instead of relying purely on keywords, it uses contextual signals, audience data and behavioural patterns to understand where a user might be in their journey.
For example, someone might research repair services related to their car manufacturer, browse new vehicles online and then visit a vehicle valuation website. Later, they might perform a generic search such as “sell my car.”
A dealership running “sell my [car make and model]” keywords might never appear for that search.
Performance Max, however, can recognise the broader context of that user’s behaviour and surface an ad at the right moment, even if the exact query wouldn’t usually trigger a Search campaign.
In other words, it can help advertisers reach potential customers slightly earlier (or sometimes later) than traditional keyword targeting.
Additional Data and User Journey Insights
Another often overlooked benefit of introducing Performance Max is the additional data it can generate.
Increased traffic across different placements can provide more visibility into how users interact with a website, especially when you start digging into the GA4 rabbit hole. This can reveal how users move through different stages of the journey, where drop-offs occur and which audiences are most engaged – insights that can be valuable for both campaign optimisation and wider CRO efforts.
It can also contribute to improved brand awareness by increasing visibility across multiple placements, helping ensure potential customers encounter your brand more than once during the decision-making process.
Final Thoughts
Performance Max isn’t a replacement for Search campaigns, and it certainly isn’t a campaign type that should be switched on and forgotten about.
However, when implemented strategically, it can complement existing Search campaigns and even improve overall performance. By giving Google’s algorithms more context about user behaviour and intent, Performance Max can sometimes help Search campaigns become more efficient.
In other words, Performance Max works best when it’s treated as part of the strategy, not a shortcut. Used properly, it can strengthen Search campaigns rather than replace them.
