Specialism · Performance Max
Performance Max, with you in control.
Performance Max is a single campaign that Google automatically spreads across Search, YouTube, Display, Gmail, Discover and Maps. That works well when the input is right. We take care of that input, and keep an eye on what the automation does with your brand and budget.
When
Time for Performance Max if…
- your search campaigns are running well and you want more reach across all of Google’s channels
- you can measure clear goals, such as enquiries, appointments or sales
- you have enough images, video and copy that fit within the brand guidelines
- you have an existing campaign where nobody knows where the money goes
What we do
Good input, clear boundaries, honest numbers.
- 01
Measure
First, conversion tracking has to be right, because Google steers the whole campaign on it.
- 02
Set-up
We build asset groups with copy, images and video that suit the brand and the audience.
- 03
Signals
We give Google audience signals, such as customer lists and search themes, so the algorithm learns faster.
- 04
Location
For franchise brands, we tailor the campaign to each location’s catchment area.
- 05
Boundaries
We exclude what you don’t want, such as certain keywords or placements, and protect your brand name.
- 06
Fine-tune
Every month we look at what the campaign delivers and what’s happening under the bonnet.
What Performance Max is
How a Performance Max campaign works.
In a classic campaign you choose the keywords, placements and bids yourself. With Performance Max you give Google a goal, a budget and building blocks: copy, images, videos and possibly a product feed. Google decides where, when and to whom the ads are shown.
That can deliver a lot, because the algorithm combines channels that are hard to manage together separately. The downside: you see less of what exactly is happening. A campaign might, for example, spend a lot of budget on searches for your own brand name, when those customers would have found you without an ad.
So Performance Max isn’t a switch you turn on and forget. It works best alongside well-built search campaigns, with reliable conversion data and someone who keeps reading the results critically.
Why franchising is different
Performance Max for the brand and its locations.
For a franchise, the opportunities and risks sit close together. Head office wants images and copy to stay within the brand guidelines. Every location wants customers from its own region. If you let the automation run without boundaries, one location gets a lot and another gets nothing.
We agree those choices up front: which building blocks are created centrally, how the budget is split across regions and how we make results visible per location. If Performance Max doesn’t suit your situation, for example because there are too few conversions for it to learn from, we’ll say so.
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Other specialisms
Frequently asked questions
About Performance Max.
Does Performance Max replace my search campaigns?
Usually not. Search campaigns give you control over keywords and copy. Performance Max is mainly an addition for extra reach on Google’s other channels. How they work together, we tailor per account.
What do I need to get started?
A Google Ads account, good conversion tracking and building blocks: short and long copy, images in different formats and preferably video. If you sell products online, you’ll also need a product feed.
How quickly will I see results?
A new campaign needs a learning period in which Google tries out what works. How long that takes depends on your budget and the number of conversions. That’s why we don’t judge a campaign on its first few days.
Can I see where my ads appear?
Partly. Google shows less than with other campaign types. We extract what we can, such as search themes and performance per asset group, and explain every month what the numbers do and don’t tell you.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.