Google Ads Performance Max Campaigns: The What, Why, and How

Performance Max campaigns are a type of Google Ads (previously known as Google AdWords) campaign designed to maximise conversions while maintaining a low cost per conversion. In other words, Performance Max campaigns are all about getting the most bang for your buck. But how do they work? Let’s take a closer look.

How Google Ads Performance Max Campaigns Work

Performance Max campaigns use Google’s machine learning technology to automatically adjust your bids and budgets in real-time based on what it thinks will lead to the most conversions at the lowest possible cost. The algorithm takes into account many factors, including but not limited to the following:

Your historical conversion data
The device that searchers are using
The time of day that searchers are looking
The location of searchers
And much more!

Get the most bang for your buck with Performance Max campaigns

Source: Freepik

This allows Performance Max campaigns to be very flexible and responsive, which is why they tend to outperform other types of Google Ads campaigns. Not to mention, you don’t have to do any of the heavy lifting yourself—once you set up your ad campaign, Google’s machine learning feature will work its magic to figure out the best performing ad that will generate the most conversions for you.

5 Benefits of Performance Max Campaigns

If you’re looking for a way to get more conversions without breaking the bank, this type of Google Ads campaign is definitely worth considering (take it from a digital agency like ourselves, we know!). Here are just a few reasons why Performance Max campaigns are such an effective marketing tool:

They’re affordable. Because Performance Max campaigns only charge you when someone takes a desired action (e.g., clicks on your ad), they tend to be very affordable compared to other types of marketing efforts, like TV ads or print ads. No more spending on advertising campaigns that no one sees! Besides that, you can set a daily budget so you know you’ll always stay within budget.
They’re easy to set up. As we mentioned earlier, all you need to do is set up your campaign and then let Google’s machine learning algorithm do the rest. No muss, no fuss. How to actually set up the Performance Max campaign? We’ll get into that real quick.
They’re highly effective. Thanks to their flexibility and responsiveness, Performance Max campaigns often outperform other types of Google Ad campaigns. Text ads, image ads, video ads; regardless of format, your ads will run across the entire Google Search Network. It will also be shown to people who are most likely to convert into customers (thanks to Google’s powerful algorithms). So if you’re looking for a surefire way to increase your conversions, Performance Max campaigns should definitely be at the top of your list!
Gain valuable insights. You’ll get access to detailed reports showing how your campaign is performing so you can make necessary adjustments along the way. Insights such as how users behave and interact with your website can help you identify areas of improvement in terms of user experience and conversion optimization.
Highly flexible settings. Since Performance Max campaigns are based on machine learning, you can tweak the settings at any time to get better results. For example, you can change your bids or budgets, create new ad groups, test different keywords, exclude specific ad placements or advertising platforms, and more on the Google Ads platform.

Step-by-step: How to Set Up a Performance Max Campaign

Make full use of Google Ads Performance Max campaigns and increase your conversions!

Source: Freepik

Creating a Performance Max campaign is easy! Just follow these simple steps:

Log into your Google Ads account.
Click on “Campaigns” in the navigation menu.
Click on the blue “+” button to create a new campaign.
Select your preferred goal/ campaign objective (can be “Sales”, “Leads”, “Website traffic“, etc).
Select “Performance Max” as the campaign type.
Give your campaign a name and click “Continue”.
Input your budget and set your bid strategy and click “Continue”.
Choose your target location and language settings and click “Continue”.
Build your asset group (headlines, descriptions, images, CTAs, etc) and click “Continue”.
Set your ad schedule and budget and click “Continue”.

And that’s it! You’ve successfully created a simple Performance Max campaign in Google Ads in just 10 easy-to-follow steps. Now it’s time to start driving conversions—and paying only for the ads that actually work. Go run ads like a pro now!

Performance Max campaigns might be your perfect solution if you’re looking for an affordable, effective way to get more conversions. With Performance Max campaigns, you can sit back and relax while Google’s machine learning algorithm takes care of bid adjustments and budget optimisation in real time. So why wait? If you’re ready to take your marketing efforts to the next level, start implementing Performance Max campaigns today!

Need extra help? Contact one of the best Google Ads Agency in Malaysia!

Primal Malaysia is a digital marketing agency based in Kuala Lumpur, Malaysia, that specialises in both paid media, such as Google Ads, and SEO marketing. If you need to consult with our performance media experts, feel free to reach out!