Understand Performance Max campaigns. See the visibility limitations and brand exclusion settings.
By The Ad Spend
Google's AI-powered campaign type running ads across all Google channels (Search, Shopping, Display, YouTube, Discovery, Gmail) from a single campaign.
Formula
AI-optimized cross-channel
Benchmark range
No universal benchmark—performance varies by asset quality. Expect 2-4 weeks for algorithm optimization. Channel Performance reporting added May 2025.
Why it matters
PMax provides limited visibility into channel spend. It often captures branded search, inflating ROAS. Use brand exclusions (added January 2025). 40-51% of PMax spend goes to hidden search terms you can't see or control.
