Key facts
- Performance Max serves across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one campaign
- A PMax asset group takes up to 15 headlines, 5 long headlines, 5 descriptions, 20 images and 5 videos, per Google's best-practice guidance
- Google raised the PMax campaign-level negative keyword limit to 10,000 in 2025
- PMax negative keywords apply to Search and Shopping inventory only; other channels use placement, topic and content exclusions
- AI Max for Search campaigns, launched in 2025, adds search term matching and asset optimisation to standard Search campaigns as an opt-in layer
- Google Ads management at dijitul from £150 a month + VAT, or 10 to 15% of ad spend if higher
The short version
Search gives control. Performance Max gives reach. Search campaigns let you pick keywords, write ads for each, see exactly which searches triggered them and exclude what you do not want. Performance Max (PMax) takes your assets, audience signals and conversion goals and lets Google decide where and to whom to show ads across its whole inventory.
| Search campaigns | Performance Max | |
|---|---|---|
| Where ads show | Google search results and search partners | Search, Shopping, YouTube, Display, Discover, Gmail, Maps |
| Targeting | Keywords you choose, by match type | Google automation, guided by audience and search theme signals |
| Creative | Responsive search ads (up to 15 headlines, 4 descriptions) | Asset groups: headlines, long headlines, descriptions, images, video, logos |
| Negative keywords | Full control at campaign and ad group level | Campaign-level, up to 10,000; Search and Shopping only |
| Reporting | Full search terms report per keyword | Search term and channel insights, less granular |
| Best for | Lead generation, services, tight budgets, precise control | Ecommerce with a product feed, accounts with strong conversion data |
When Search is the better choice
- Lead generation for services. A solicitor, plumber or B2B supplier needs to be sure ads show only for relevant searches, and PMax's Display and YouTube placements can bring low-quality leads.
- Small budgets. PMax needs conversion data to learn. With only a few conversions a month, Search with tight keywords usually performs more predictably.
- Compliance-sensitive sectors. Legal, healthcare and financial advertisers need to control wording and placements closely.
- You need to know what is working. Search term reports show every query; that data informs ads, landing pages and SEO.
Search itself has become more automated. Broad match with Smart Bidding, and AI Max for Search campaigns, which Google introduced in 2025 as an opt-in layer, expand matching beyond your keyword list. Use them deliberately, with negatives and close monitoring of search terms.
When Performance Max is the better choice
- Ecommerce with a Merchant Center feed. PMax replaced Smart Shopping and is now the main way to reach Shopping placements alongside YouTube and Display.
- Strong conversion tracking. PMax optimises to the conversions and values you give it. Accurate purchase values or offline lead quality data make it far better.
- Good creative. PMax needs images and ideally video; without video, Google may auto-generate it.
- Room to scale. When Search has captured most of the available demand, PMax can find more across other inventory.
Set boundaries. Use brand exclusions or campaign-level negatives to stop PMax claiming credit for brand searches you would win anyway, add placement and content exclusions for unsuitable sites, and give each asset group clear audience signals and search themes.
Running both together
Most mature accounts use both. A typical setup for an online shop: a brand Search campaign, PMax campaigns split by product margin, and non-brand Search for key category terms. For lead generation: Search as the core, with PMax tested carefully using offline conversion import so it optimises to qualified leads, not form fills. When a search query matches an exact match keyword in a Search campaign, Google prioritises the Search campaign over PMax, which gives you a way to keep control of your most important terms. We review search terms, channel performance and placements regularly in both. See our Performance Max service page for how we build it.
Creative and asset groups
PMax lives or dies on its assets. Google's best-practice guidance is to fill each asset group as fully as possible: up to 15 headlines, 5 long headlines, 5 descriptions, 20 images in landscape, square and portrait formats, and 5 videos in different orientations. Headlines are limited to 30 characters and long headlines and descriptions to 90. If you supply no video, Google may generate one from your images, and those auto-generated videos rarely represent a brand well. We group assets by theme, such as product category, service line or audience, so each asset group has a clear message and its own audience signals and search themes. Search campaigns need less: a responsive search ad with up to 15 headlines and 4 descriptions per ad group, written tightly around the keywords. That lower creative burden is another reason Search is often the better place for a small business to start.
Frequently asked questions
Is Performance Max better than Search?
Neither is better in general. PMax often suits ecommerce with a product feed and good conversion data. Search usually suits lead generation, small budgets and sectors where control over wording and placements matters. Many accounts run both.
Can I add negative keywords to Performance Max?
Yes. Google added campaign-level negative keywords to PMax and raised the limit to 10,000 per campaign in 2025. They apply to Search and Shopping inventory only, so use placement, topic and content exclusions for YouTube, Display and other channels.
Why is Performance Max spending on my brand name?
PMax can match brand searches unless you exclude them, and those conversions would often happen anyway. Use brand exclusions or negatives in PMax and run a separate brand Search campaign so brand performance is visible on its own.
Does Performance Max work for lead generation?
It can, but it needs care. Without lead quality signals, it may find cheap, low-quality leads through Display and YouTube. Importing qualified or won leads from your CRM as offline conversions helps it optimise to the leads that matter.
What is AI Max for Search?
An optional layer Google added to Search campaigns in 2025. It uses broad match and keywordless technology to match more searches and can customise ad text and landing pages. It keeps Search reporting and controls, but needs close monitoring of search terms.
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