How to Run Performance Max Ads on Google?

In today’s digital space, users are scattered across various platforms like YouTube, Gmail, Search- with traditional Google Ads becoming less than enough. This is where Performance Max Google Ads campaigns come in.

Let’s dive deep to understand what exactly are Performance Max campaigns, and how can you use them effectively for lead generation and conversions. In this blog, we’ll walk you through how to run Performance Max ads on Google, what assets you need, and why many businesses prefer hiring a Google advertising agency to unlock their full potential.

What Is Performance Max Google Ads and Why Does It Matter?

Performance Max (PMax) is a goal-based campaign type in Google Ads that allows advertisers to access all of Google’s inventory (Search, Display, YouTube, Gmail, and Discover) through a single campaign.

Unlike traditional campaigns, which you set up individually by platform or format, Performance Max uses machine learning to serve ads to the right user, at the right time, across Google’s entire ad ecosystem maximizing reach, efficiency, and performance.

Key Benefits include:

• Unified access to all Google channels
• Automated bidding and targeting
• AI-driven creative and copy selection
• Optimization for your specified goals (e.g., leads, sales)

If your aim is performance max lead generation, here are the campaign steps to explore.

1. Set a Clear Goal Before Running Ads on Google

Before you jump into Performance Max, define your campaign objective. If you want leads (form fills, phone calls), are you aiming for e-commerce sales or is your brand awareness the priority? Google’s Performance Max requires a conversion goal (e.g., “Lead Submission” or “Purchase”) to optimize delivery. Make sure your Google Ads conversion tracking is set up correctly in advance.

2. Gather Your Performance Max Google Ads Campaign Assets

Performance Max is only as good as the creative input you give it. That’s why it’s essential to prepare your Performance Max campaign assets before launching. You’ll need Final URL, Images, Logos, Headlines, Long Headlines, Descriptions, Videos, Call-to-Action. In short, the more assets you provide, the more variations Google’s AI can test and optimize for your audience.

3. Build Your Performance Max Google Ads Campaign

Go to your Google Ads account and follow these steps:

• Click “+ New Campaign”
• your objective: e.g., “Leads” or “Sales”
• Select Performance Max
• Assign your conversion goal
• Name your campaign (e.g., “PMax – Q4 Lead Gen”)
• Set budget and bidding strategy (e.g., “Maximize conversions” or “Target CPA”)
• Choose location, language, and ad schedule
• Create or link to a new Asset Group (this is where you add your creative assets)

Google will also prompt you to: Link to your Merchant Center (for e-commerce), Add audience signals (your customer data, website visitors, or interests) and Set final URL expansion (on/off depending on control level desired).

4. Use Audience Signals (But Let Google Explore)

With Performance Max, audience targeting is optional but highly recommended especially for lead generation. Upload or select Customer Match Lists (emails, phone numbers), Website Visitors (via Google Ads tag or GA4), Custom Segments (people who searched for competitor terms), Interests and Demographics. These signals don’t restrict targeting, but they guide Google’s machine learning during the initial phase, helping it find lookalike users faster and more efficiently.

5. Monitor Performance, But Don’t Tweak Too Early

Once your ads on Google are live via Performance Max, you’ll need to be patient. Let the algorithm gather data and optimize. Avoid making drastic changes during the first 2–3 weeks unless something is severely broken. Instead:

• Monitor conversions and cost per acquisition (CPA)
• Check asset group reports to see which headlines, images, or videos are performing best
• Review search term insights to see what queries triggered your ads

Unlike Search campaigns, PMax doesn’t allow you to see traditional keyword data in depth but search themes will still give you a directional idea.

6. Optimize and Refine Your Campaign

After enough data is collected (usually after 2 weeks), use these insights to optimize, pause underperforming asset groups or rotate new creatives. You should also adjust bidding strategy (e.g., shift from “Maximize Conversions” to “Target ROAS”), add negative keywords via Google rep (currently not available in UI for PMax), improve your landing page to increase conversion rate, and finally test different audience signals to refine reach. Also, consider breaking campaigns by goal or product category to isolate performance and budget more effectively.

If this all sounds overwhelming, you’re not alone. Many businesses choose to work with a Google advertising agency or PPC marketing company to manage their Performance Max campaigns because agencies have experience across industries and campaign types. They use advanced scripts and bid strategies and often have a dedicated Google rep for beta features and deeper insights. Partnering with experts ensures that your budget isn’t wasted, and your ads are always working harder to deliver leads and sales.