Ultimate Guide to Google Performance Max Campaigns (2023)

Performance Max (PMax) was first introduced in Nov 2021 with a primary objective to generate leads and boost online sales and in-store visits without adopting the Google Merchant Center product feed. As of September 2022, this new campaign type has replaced all smart shopping campaigns. It has become a new way to purchase Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. In short, Performance Max helps you boost performance according to your specific conversion goals, while optimising performance in real-time across channels via Smart Bidding, which aims to deliver more conversions and value.