Performance Max reaches more places, but it gives you less control. For most small businesses, search campaigns should come first, and Performance Max should follow once tracking is clean.
Why search comes first
Search captures people already looking for what you sell. You choose the keywords, see the search terms and control the message, so it is easier to learn what works.
- Clear intent from the keyword
- Full search term visibility
- Easier to read results
When Performance Max makes sense
Once you have 30 or more conversions a month and good tracking, Performance Max can add reach across Maps, YouTube, Display and Discover. Feed it strong assets and audience signals.
- Enough conversion data
- A clean product feed for retail
- High-quality images and video
How to run both safely
Keep brand search in its own campaign so Performance Max does not take credit for it. Review placements and search categories every month and add exclusions.
- Brand exclusions on Performance Max
- Separate budgets and targets
- Monthly review of what it actually serves
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