Tag Archives: Search Ads

Upgrade to Performance Max to prepare for the holidays

Today’s consumers are always-on, where curiosity and inspiration can strike them anytime and anywhere. They’re also kicking off their holiday buying earlier than in previous years to find the best deals and avoid supply chain issues. As of June, 26% of shoppers in the US reported already having started their 2022 holiday shopping.[f657a2]The race is officially on to turn curiosity into customers this holiday season!

To win customers throughout the extended season, look no further than Performance Max campaigns. They find the right mix of inventory and formats across all of Google’s advertising channels to help you drive more sales both online and in-store.[347c82]

Earlier this year, we shared the timeline and process for upgrading your Smart Shopping and Local campaigns to Performance Max using the “one-click” upgrade tool in Google Ads. The tool started rolling out in April for Smart Shopping campaigns and is available now for most advertisers. We strongly recommend using the tool to upgrade your campaigns as soon as you can to get a head start on the holiday season. The self-upgrade tool for Local campaigns will be available soon. More information is coming in the next few weeks, stay tuned for updates published to the Help Center.

Starting automatic upgrades for Smart Shopping campaigns

If you use Smart Shopping campaigns you’ll have advance access to the self-upgrade tool for two months on average to give you time to upgrade yourself before automatic upgrades begin. Automatic upgrades are happening on a rolling basis for Smart Shopping campaigns that have not already been self-upgraded using the tool. Keep these details in mind as automatic upgrades begin:

  • Automatic upgrades will gradually progress and finish in September for most advertisers. You’ll receive a notification in Google Ads two to three weeks before your campaigns are automatically upgraded. The notification will provide a specific date when your campaigns will start automatic upgrades.
  • Some Smart Shopping campaigns using features like vehicle ads that are not yet available in Performance Max will complete automatic upgrades in early 2023. For campaigns not yet eligible for upgrades, advertisers will receive more specific information later this year about their automatic upgrades coming in early 2023.
  • When your campaigns are self-upgraded using the tool or automatically upgraded, learnings from your previous Smart Shopping campaigns carry over to your new Performance Max campaigns to maintain consistent performance. Your campaign settings will also automatically transfer to Performance Max. Find more details in our Help Center.

Engage shoppers with new video formats on YouTube

YouTube has over 2 billion monthly logged-in users and attracts a generation that has grown up watching what they want, when they want, on any screen.[e93e4c]New video formats — powered by your product feed — make it easier for viewers to shop relevant products directly from your video ads across YouTube on Shorts, in-feed video and in-stream.

Once you’ve upgraded to Performance Max, upload your own video assets to drive better results on YouTube. It’s never been easier to create video ads! With video ad creation now available in Google Ads, you can build a high-quality video ad in a matter of minutes and then add it to your campaigns including Performance Max.

See how retailers are succeeding with Performance Max

At first we were hesitant to use automation to make such important decisions. But the results spoke for themselves. Automation stays on top of customer trends and behavior faster than we can. Kate Barrow
VP of Growth, Rothy’s
Performance Max outperformed our existing Smart Shopping campaigns. We’ve increased our quality traffic and our overall efficiency. Horus Chan
Growth Marketing Manager, Casetify

Upgrade to Performance Max as soon as you can to make sure you’re well positioned for the holiday season. Visit the Help Center for best practices and mark your calendars for Think Retail on August 30. Join us at this virtual event to hear Google product leaders and industry experts share the latest holiday trends and ways you can get your business ready.

New features to grow your business with Performance Max

As people move quickly between channels and devices, today’s consumer journey is always-on and rarely straightforward. Automation is helping businesses meet their customers at the right moment along this complex journey. Whether you’re looking to stay ahead of shifting consumer behavior or unlock incremental conversions from new places, Performance Max finds the optimal mix of Google Ads inventory and formats to help you drive better results.[3a6511]

In the coming weeks, we’re introducing new features to help you acquire new customers, better understand performance and start upgrading your Smart Shopping campaigns to Performance Max in just one click.

Focus on new customers

Performance Max optimizes results based on your conversion goals and looks for the highest-ROI conversion opportunities — regardless of channel. The new customer acquisition goal in Performance Max is rolling out over the next few weeks for all advertisers looking to generate leads or increase online sales. This was previously available for retailers using Smart Shopping campaigns and is now expanding to more advertiser goals in Performance Max.

This goal will allow you to either bid more for new customers compared to existing customers, or focus your optimizations on new customers only while maintaining your cost efficiency. You’ll also have more flexible ways to identify new customers, like providing your own first-party data through Customer Match lists, setting up conversion tags and using Google’s autodetection method.

Guide your campaigns with helpful insights

The Insights page helps you understand decisions guided by automation and find levers to improve results in your campaigns. In the coming weeks, we’re rolling out consumer interest insights to all advertisers to help you uncover search themes that are delivering conversions. Two new types of insights are also arriving for Performance Max.

With asset audience insights, you’ll be able to better understand how your text, image and video assets resonate with specific customer segments. For instance, if you’re an outdoor retailer running a campaign for bikes, you may find that exercise enthusiasts engage more with images of people mountain biking rather than product images of the bike itself. Using these insights, you can tailor your creative and influence your broader marketing strategy.

After you create your Performance Max campaigns, diagnostic insights will provide a snapshot of outstanding setup issues preventing your ads from showing. Each issue will include suggestions to resolve them, so you can easily and quickly get your campaign up and running. For example, if your creative assets are disapproved, you’ll be prompted to fix them so you can start serving your ads and avoid missing out on conversion opportunities.

Start upgrading your Smart Shopping campaigns

In January, we shared a preview of how to upgrade your Smart Shopping and Local campaigns to Performance Max to access additional inventory and formats across YouTube, Search text ads and Discover.[235f18]Over the coming weeks, you’ll see a notification in your Google Ads account when the “one-click” upgrade tool is ready for your Smart Shopping campaigns. You’ll also be able to access the tool from the Recommendations page and the Campaigns page. You can start upgrading your Local campaigns in June.

When you upgrade your Smart Shopping or Local campaign, it will become a new, separate Performance Max campaign that keeps the learnings from your previous campaign to maintain consistent performance. The campaign budget and settings from your previous campaign will also be carried over. Visit our Help Center for more details on the upgrade experience.

Retailers across the globe are seeing continued success with Performance Max. In fact, advertisers who upgrade Smart Shopping campaigns to Performance Max see an average increase of 12% in conversion value at the same or better ROAS.[bd1e6d]

Upgrading your existing Smart Shopping and Local campaigns helps ensure you can take advantage of expanded inventory and get your campaigns ready for the holiday season. You’ll be able to choose when to upgrade your campaigns until the automatic upgrade process begins. Smart Shopping campaigns will be automatically upgraded from July through September, and Local campaigns will be automatically upgraded from August through September. You’ll also be able to create new Performance Max campaigns through Google Ads, the Google Ads API, or starting in early summer, through e-commerce partners like WooCommerce and BigCommerce.

Check out our upgrade video tutorial and best practices to set up your Performance Max campaigns, and follow @AdsLiasion to stay informed throughout the upgrade process. On May 24, join us at Google Marketing Live where we’ll share what’s ahead for Performance Max.

Register for Google Marketing Live: May 24, 2022

"Register now" button with copy that says "Tuesday, May 24 at 9:00 a.m. PT"

It’s almost time for Google Marketing Live, our annual event showcasing the latest product innovations to help your business thrive. This year’s virtual event will take place on Tuesday, May 24 — starting with a keynote from 9:00 - 10:30 a.m. PT that will be livestreamed across the globe.

After the keynote, you’ll be able to join a variety of on-demand breakout sessions designed to help you meet your business goals. Here’s a sample of what’s in store:

  • Supercharge your full funnel video strategy on YouTube
  • Be ready for the future of commerce
  • Achieve better business results today with measurement that prioritizes privacy

And here’s a sneak peek into our speaker lineup:

Headshots of Philipp Schindler, SVP, Chief Business Officer, Google; Jerry Dischler, VP/GM, Ads, Google; Vidhya Srinivasan, VP/GM, Ads Buying Platforms, Measurement & Ads on Google Properties; Andraéa LaVant, Founder & President, LaVant Consulting; Bill Ready, President, Commerce, Payments & NBU, Google; Tina Edmundson, Global Brand & Marketing Officer, Marriott International

Register now to reserve your (virtual) front-row seat. And keep up with the conversation on social media at #GML2022. See you on May 24th!

Save the date for Google Marketing Live, May 24, 2022

Add Google Marketing Live to calendar: Google Calendar, other calendars
Tuesday, May 24, 2022 at 9:00 a.m. PT

Google Marketing Live is a highlight for me every year because it’s a time when we get to meet with businesses around the world to exchange ideas. Your perspectives have shaped our roadmap in so many ways. Products like Performance Planner, pickup today in local inventory ads and conversion goals were all developed directly from conversations with marketers who attended this event. Together, we are building products to shape the future of advertising.

Please join us on Tuesday, May 24, 2022 at 9:00 a.m. PT for the opening keynote of our annual Google Marketing Live event. The keynote will be livestreamed globally along with a whole suite of on-demand, virtual breakout sessions built to help you achieve your business goals. We hope to bring the industry back together with some in-person programming to complement our global livestream. We’ll confirm official plans closer to the event.

From more ways to keep up with changing consumer trends to better tools to measure marketing performance in a privacy-safe way, we can’t wait to share our newest innovations with you. Save the date and stay plugged in to the ongoing conversation at #GML2022.

Sincerely,
Jerry Dischler

Be ready for what’s next: growing your business in 2022

Like many of you, I’ve spent the first month of 2022 ramping back up at work and making progress on plans for this year. And while there still isn’t a playbook for navigating a pandemic that’s upended daily life, my team is continuing to focus on ways Google can help you respond and deliver on your greatest business needs.

Buying behavior will continue to change, and people will use technology in new ways to discover products and brands. That’s why my team and I are more committed than ever to connecting consumers with the businesses around them, while continuing to power a free and open internet.

Buying behavior will continue to change, and people will use technology in new ways to discover products and brands.

This is an intentionally ambitious goal, and today, I want to share the three priorities that are guiding our product roadmap: unlocking new opportunities for business growth, preparing for the future of measurement and ensuring we exceed consumer expectations for privacy.

Unlocking new opportunities for growth with automation

Shifts in consumer behavior continue to present challenges and opportunities for businesses around the globe. And despite some parts of the world reopening, it appears many of these shifts will not only stay, but accelerate. Take food delivery, for example. Searches for “takeout restaurants” surged 400% last year compared to the start of the pandemic.[3a43c0]

In meeting with many advertisers, I’ve heard how readiness, speed and agility have been critical for managing complexity and driving growth in these uncertain times. That’s why advertisers are turning to automation more than ever before. In fact, over 80% of Google advertisers are now using automated bidding to free up time and improve ad performance.[a393f4]

Over 80% of Google advertisers are now using automated bidding to free up time and improve ad performance.

It’s also important to build on innovations like Performance Max campaigns — and make them easy to use. This single campaign enables marketers to find incremental, high-value customers across Google’s full range of advertising channels and inventory. By simply providing conversion goals, audience signals and a number of creative assets, advertisers that use Performance Max campaigns in their accounts have seen an average increase of 13% total incremental conversions at a similar cost per action.[63e437]

A line of illustrated mobile devices showing different Google surfaces and the ads that can show. Above each device is a different logo for YouTube, Display, Search, Discover, Gmail and Maps.

Performance Max campaigns help you increase conversions across

Google’s full range of advertising channels and inventory.

Similarly, Discovery campaigns allow you to reach up to three billion users across Google feeds like YouTube and Discover — all from a single campaign. You can deliver highly visual, inspiring and personalized ad experiences to people who are ready to discover your brand.

Across all Google Ads campaigns — including Video action campaigns and Smart Display campaigns — our data shows that automation is unlocking growth for businesses around the world. This is especially true for Search campaigns. As we continue improving our Search products, we’re seeing the multiplicative effect of using automated targeting, creative and bidding together.

Automation is unlocking growth for businesses around the world.

One of my favorite examples comes from tails.com, which is based in the UK. The tailor-made dog food brand took a test, learn and scale approach as it expanded into new markets across Europe. Using the combination of broad match, Smart Bidding and responsive search ads, tails.com increased sign-ups in Germany from its generic Search campaigns by 182%.

Video interview with the tails.com team about how they used broad match, Smart Bidding, and responsive search ads to expand their business in Europe.
10:25

Preparing for the future of measurement

Whether it’s Google Ads or Google Analytics, the products you use should help you solve the unique challenges facing your business. They also need to deliver meaningful results and performance, especially during times of change and uncertainty.

For example, we know that new approaches to measurement are critical as cookies and other identifiers are phased out. The future of measurement is combining consented first-party data with insights from new, privacy-safe technology, like browser APIs, and using modeling to close data gaps. Solutions like enhanced conversions, consent mode, conversion modeling and data-driven attribution allow you to respect your customers’ privacy preferences, while confidently measuring the impact of your ads.

The future of measurement is combining consented first-party data with insights from new, privacy-safe technology.

First-party data is not only critical for measuring your media, it’s also essential in understanding your customers. Our research shows that companies that link their first-party data sources can generate 1.5 times the incremental revenue from single ad placement, communication or outreach.[457535]Assigning value to your conversions, and using first-party data solutions like Customer Match, enable you to express what’s most valuable to your business and find opportunities for growth.

Exceeding consumers' expectations for digital privacy

There’s been a massive acceleration in the way people use technology to connect with businesses during the pandemic. Meanwhile, there are rising expectations for user privacy and control. You have to meet your customers where they are and build meaningful relationships in a privacy-safe way.

Empowering best-in-class marketing

Whether a global brand like PepsiCo or an online business like tails.com, your stories of resilience and ingenuity continue to inspire my team to build for the future.

There’s never been a more exciting time to be a marketer, and we’re here to be your partner along the way. As you make progress on your plans for the year ahead, continue to share your stories and feedback within the product and at events like Think Retail and Google Marketing Live. We’ll continue listening, sharing insights and building products to help you come back stronger in 2022.

Get ready for Smart Shopping and Local campaign upgrades

New year, same trend: Consumers continue to tap into an ever-growing number of places to get inspiration and find what they need. This past holiday season, 54% of shoppers used five or more channels, like video and social media, to shop over a two-day period.[ec0303]

Performance Max uses Google’s automation to help advertisers reach shoppers as they browse for things they love — online and in stores.[053cc9]It builds on Smart Shopping and Local campaigns to deliver the same foundational features, while adding brand new inventory and automation insights. Starting in April, you can begin upgrading your Smart Shopping and Local campaigns to Performance Max to access additional inventory and formats across YouTube, Search text ads and Discover.[d34fff]Based on early testing, advertisers who upgrade Smart Shopping campaigns to Performance Max see an average increase of 12% in conversion value at the same or better return on ad spend (ROAS).[7cb4f9]

Performance Max allows you to grow online, offline or omnichannel sales by unlocking all of Google’s ad inventory from a single campaign with a product feed. For example, you can transform your Video ads into your digital storefront and highlight your top products on YouTube — right where valuable customers are watching relevant video content every day.

Learn how to upgrade Smart Shopping and Local campaigns to Performance Max

Here’s a preview of the upgrade process so you know what to expect and how to plan ahead to set your campaigns up for success.[c7f14c]

Keep these key milestones in mind as you prepare for the upgrade:

  • Create new campaigns with Performance Max: You can continue using your existing Smart Shopping and Local campaigns until you’ve upgraded them to Performance Max later this year. For any new campaigns you create in Google Ads, start using Performance Max. You’ll access ad inventory that’s already available in Smart Shopping and Local campaigns plus new inventory and formats — including across YouTube, Search text ads and Discover.[d34fff]
  • Upgrade with a one-click tool: Starting in April, you can easily upgrade your Smart Shopping campaigns with a new “one-click” tool in Google Ads. You’ll be able to upgrade your Local campaigns with the tool starting in June. The tool gives you flexibility to upgrade specific campaigns or all of your campaigns at once.[076e64]Learnings from your existing campaigns will be used in your new Performance Max campaigns to maintain consistent performance.
  • Upgrade automatically: From July through September, your Smart Shopping campaigns will be automatically upgraded for you. Your Local campaigns will be automatically upgraded from August through September. You will no longer be able to create new Smart Shopping and Local campaigns once your existing campaigns are automatically upgraded. The automatic upgrade process will conclude by the end of September to ensure you’re well prepared to use Performance Max for the 2022 holiday season.

Leading e-commerce partners like Shopify, WooCommerce and BigCommerce are already working to support Performance Max so more merchants can benefit from new inventory and formats to connect with their customers. All merchants and partners will be able to upgrade their Smart Shopping and Local campaigns through the Google Ads API later this year. Learn more about the process in our developer blog.

Prepare for campaign upgrades with new resources

Tune in to our upcoming webinar in February, where product experts will demonstrate the one-click upgrade tool and dive into best practices for creating new Performance Max campaigns. They’ll also explain the new technology used in your campaign upgrades to help you get better results, faster.

Meanwhile, our updated Performance Max best practices guide has new recommendations geared towards achieving your online and offline goals. You can also explore the infographic below to understand how to use Performance Max with other Google Ads campaigns.

Infographic of how to use Performance Max together with other campaign types based on advertiser objectives: Lead Generation, Online Sales, Offline Sales (omnichannel) or Offline Sales (offline-only). The guidance is for advertisers to maximize performance in their Search campaigns first. At the bottom, it shows three options for how to grow performance across other channels. Advertisers can test Performance Max to access all Google Ads inventory from a single campaign, upgrade to Performance Max later this year if they’re currently using Smart Shopping or Local campaigns, and/or use Video, Display or Discovery campaigns if they want to increase performance on specific channels or reach specific audiences.

In the coming months, we’ll share tools and tips to help you at each milestone and make your upgrade process as smooth as possible. In the meantime, share your questions and comments and we’ll address them in our upcoming webinar. You can also follow @AdsLiasion to stay updated throughout the process.

Performance Max campaigns launch to all advertisers

In an unpredictable year, change has been a reliable constant. And we’ve seen this clearly in online consumer behavior. For example, Google Image searches for "yard landscaping ideas" have grown globally by over 80% YoY1 as people look for more ways to spruce up their homes. Meanwhile, searches for "best all-inclusive resorts" have grown globally by over 200% YoY2 as people get inspired to travel again.

Thankfully, advertisers don’t have to predict the future to be ready for it. If change is the challenge, automation is the solution businesses and agencies are using to stay ahead of ongoing shifts in consumer demand. Last year, we introduced Performance Max campaigns as a new way to buy Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. They complement your keyword-based Search campaigns to help you grow performance across Google’s full range of advertising channels and inventory.

After strong beta results, Performance Max campaigns will roll out to all advertisers around the world starting today. They will also become the next generation of Smart Shopping and Local campaigns, which will both upgrade to Performance Max next year.3

Illustration of six mobile devices lined up next to each other, each showing a different ad example across Google’s channels. From left to right, they show ads on YouTube, Display, Search, Discover, Gmail and Google Maps. Above the phones are the logos for each.

Performance Max campaigns help you increase conversions across Google’s full range of advertising channels and inventory.

Find more customers where they are

Consumers are moving seamlessly between online experiences to find buying inspiration. 70% of U.S. shoppers report buying from a brand after seeing it on YouTube,4 and 91% of Google feed users say they took some kind of shopping or product-related action immediately after discovering new products, services or brands on their feed.5

Performance Max allows you to promote your business across all Google Ads inventory. As a result, you can show up for more customers and drive more conversions based on your goals. In fact, advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action.6 Whether you’re focused on increasing online sales, generating leads, or growing offline sales, Performance Max helps you achieve your goals in four main ways:

1. Increasing conversions and value: Automation optimizes your budget and bids across channels to help you capture new conversion opportunities in real time.

Performance Max has helped us activate a complementary, full-funnel strategy. Thanks to advanced machine learning capabilities, we’ve been able to gain incremental reach and conversions very efficiently. Inmaculada Lestayo Campos
Digital Marketing Manager, Allianz

2. Finding new customers: Unlock new audience segments by using Google’s real-time understanding of user intent, behavior and context to show up in the right moments with more relevant ads.

Performance Max can be activated quickly and at scale to optimize the web journey and drive more subscriptions. It delivers strong targeting signals for a more competitive CPA and dynamic budget optimization by channel. Guylain Meykiechel
Head of Global Media Strategy, Deezer

3. Gaining richer insights: Performance Max campaigns are now part of the Insights page to help you understand how automation is working and how you can improve your campaign. Using the Combinations report, you can also see how your top-performing assets are being combined to build creatives.

4. Working together with automation: Steer automation by providing high-quality creative assets and sharing your expertise about which audiences are most likely to convert.

The results from Performance Max campaigns were amazing. They helped us enter a new market to grow potential customers in a short period. We’d like to roll out Performance Max to other markets as well! Evelyn Zhao
SEA Regional Marketing Manager, SAIC-MG Motors

Get new features designed for retailers and local marketers

Performance Max campaigns allow retailers and local marketers to access new ad inventory and formats not currently available with Smart Shopping or Local campaigns — including on channels like YouTube, Search and Discover. To help you increase sales, Smart Shopping and Local campaigns will both upgrade to Performance Max in 2022. We’ll work closely with you and your partners to get feedback and build the right tools to help you easily transition your campaigns. Stay tuned for more information early next year.

We know the holidays are a critical time of year for your business. You should continue using Smart Shopping and Local campaigns to reach more shoppers across online and in-store experiences this holiday season. However, when the time is right for your business, you can start testing Performance Max campaigns before next year’s campaign upgrades.

Not only did Performance Max outperform our previous Smart Shopping campaigns, but it also took our efficiency to the next level, and allowed us to grow our revenue in a more profitable way. Eric Tsai
VP of Marketing and Business Development, Joybird
Performance Max became such a significant contributor towards our marketing objectives that we are now planning to roll it out across all of our accounts. Simon Achermann
Head of Online, microspot.ch

In the next few months, we’ll introduce new features in Performance Max specifically for retailers and businesses with store locations. For example, you’ll have the option to focus your campaigns to exclusively optimize for new customer acquisition. If you’re a retailer with a local inventory feed, you’ll also see new Search and Maps ad formats powered by your products to help drive more foot traffic to your stores.

Upgrading Smart Shopping and Local campaigns to Performance Max next year will help you get more value from Google Ads while simplifying the number of campaigns you use to achieve your goals. We’ll continue investing in Performance Max and improving our automation technology over time to help you get better results.

To set your Performance Max campaigns up for success, check out our new best practices guide and video. You can also take the Skillshop e-learning course for Performance Max campaigns to get more tips on how to use them to their full potential. And explore the Demystifying Automation interactive demo to learn how different automation technologies can supercharge your marketing capabilities.


1. Google Data, Global English, Jun 22, 2021 - Aug 20, 2021 vs Jun 22, 2020 - Aug 20, 2020
2. Google Data, Global English, Jun 22, 2021 - Aug 20, 2021 vs Jun 22, 2020 - Aug 20, 2020
3. In Europe, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.
4. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020
5. Google/Ipsos, Google Feed Consumer Insights, June 2020, Online survey. Americans 18+ who made a discovery on at least one Google feed (feeds defined as Google app, Chrome app, YouTube, Gmail) on a mobile device. Base: Feed users n=1,053
6. Google Data, Global, Ads, July - September 2021

Performance Max campaigns launch to all advertisers

In an unpredictable year, change has been a reliable constant. And we’ve seen this clearly in online consumer behavior. For example, Google Image searches for "yard landscaping ideas" have grown globally by over 80% YoY1 as people look for more ways to spruce up their homes. Meanwhile, searches for "best all-inclusive resorts" have grown globally by over 200% YoY2 as people get inspired to travel again.

Thankfully, advertisers don’t have to predict the future to be ready for it. If change is the challenge, automation is the solution businesses and agencies are using to stay ahead of ongoing shifts in consumer demand. Last year, we introduced Performance Max campaigns as a new way to buy Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. They complement your keyword-based Search campaigns to help you grow performance across Google’s full range of advertising channels and inventory.

After strong beta results, Performance Max campaigns will roll out to all advertisers around the world starting today. They will also become the next generation of Smart Shopping and Local campaigns, which will both upgrade to Performance Max next year.3

Illustration of six mobile devices lined up next to each other, each showing a different ad example across Google’s channels. From left to right, they show ads on YouTube, Display, Search, Discover, Gmail and Google Maps. Above the phones are the logos for each.

Performance Max campaigns help you increase conversions across Google’s full range of advertising channels and inventory.

Find more customers where they are

Consumers are moving seamlessly between online experiences to find buying inspiration. 70% of U.S. shoppers report buying from a brand after seeing it on YouTube,4 and 91% of Google feed users say they took some kind of shopping or product-related action immediately after discovering new products, services or brands on their feed.5

Performance Max allows you to promote your business across all Google Ads inventory. As a result, you can show up for more customers and drive more conversions based on your goals. In fact, advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action.6 Whether you’re focused on increasing online sales, generating leads, or growing offline sales, Performance Max helps you achieve your goals in four main ways:

1. Increasing conversions and value: Automation optimizes your budget and bids across channels to help you capture new conversion opportunities in real time.

Performance Max has helped us activate a complementary, full-funnel strategy. Thanks to advanced machine learning capabilities, we’ve been able to gain incremental reach and conversions very efficiently. Inmaculada Lestayo Campos
Digital Marketing Manager, Allianz

2. Finding new customers: Unlock new audience segments by using Google’s real-time understanding of user intent, behavior and context to show up in the right moments with more relevant ads.

Performance Max can be activated quickly and at scale to optimize the web journey and drive more subscriptions. It delivers strong targeting signals for a more competitive CPA and dynamic budget optimization by channel. Guylain Meykiechel
Head of Global Media Strategy, Deezer

3. Gaining richer insights: Performance Max campaigns are now part of the Insights page to help you understand how automation is working and how you can improve your campaign. Using the Combinations report, you can also see how your top-performing assets are being combined to build creatives.

4. Working together with automation: Steer automation by providing high-quality creative assets and sharing your expertise about which audiences are most likely to convert.

The results from Performance Max campaigns were amazing. They helped us enter a new market to grow potential customers in a short period. We’d like to roll out Performance Max to other markets as well! Evelyn Zhao
SEA Regional Marketing Manager, SAIC-MG Motors

Get new features designed for retailers and local marketers

Performance Max campaigns allow retailers and local marketers to access new ad inventory and formats not currently available with Smart Shopping or Local campaigns — including on channels like YouTube, Search and Discover. To help you increase sales, Smart Shopping and Local campaigns will both upgrade to Performance Max in 2022. We’ll work closely with you and your partners to get feedback and build the right tools to help you easily transition your campaigns. Stay tuned for more information early next year.

We know the holidays are a critical time of year for your business. You should continue using Smart Shopping and Local campaigns to reach more shoppers across online and in-store experiences this holiday season. However, when the time is right for your business, you can start testing Performance Max campaigns before next year’s campaign upgrades.

Not only did Performance Max outperform our previous Smart Shopping campaigns, but it also took our efficiency to the next level, and allowed us to grow our revenue in a more profitable way. Eric Tsai
VP of Marketing and Business Development, Joybird
Performance Max became such a significant contributor towards our marketing objectives that we are now planning to roll it out across all of our accounts. Simon Achermann
Head of Online, microspot.ch

In the next few months, we’ll introduce new features in Performance Max specifically for retailers and businesses with store locations. For example, you’ll have the option to focus your campaigns to exclusively optimize for new customer acquisition. If you’re a retailer with a local inventory feed, you’ll also see new Search and Maps ad formats powered by your products to help drive more foot traffic to your stores.

Upgrading Smart Shopping and Local campaigns to Performance Max next year will help you get more value from Google Ads while simplifying the number of campaigns you use to achieve your goals. We’ll continue investing in Performance Max and improving our automation technology over time to help you get better results.

To set your Performance Max campaigns up for success, check out our new best practices guide and video. You can also take the Skillshop e-learning course for Performance Max campaigns to get more tips on how to use them to their full potential. And explore the Demystifying Automation interactive demo to learn how different automation technologies can supercharge your marketing capabilities.


1. Google Data, Global English, Jun 22, 2021 - Aug 20, 2021 vs Jun 22, 2020 - Aug 20, 2020
2. Google Data, Global English, Jun 22, 2021 - Aug 20, 2021 vs Jun 22, 2020 - Aug 20, 2020
3. In Europe, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.
4. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020
5. Google/Ipsos, Google Feed Consumer Insights, June 2020, Online survey. Americans 18+ who made a discovery on at least one Google feed (feeds defined as Google app, Chrome app, YouTube, Gmail) on a mobile device. Base: Feed users n=1,053
6. Google Data, Global, Ads, July - September 2021

Magic in the making: The 4 pillars of great creative

Consumers report that helpfulness is their top expectation of brands since the start of the COVID-19 pandemic, with 78% saying a brand's advertising should show how they can be helpful in everyday life.1 This means businesses need to quickly engage audiences with meaningful messages, using immersive storytelling to bring their brand and products to life.

To help you build visually-rich ad experiences that easily drive consumers to action, we've brought together our top creative guidance across Google Ads solutions in a single guide. Learn to craft stronger calls-to-action, engaging ad copy and striking visual assets — plus, get the latest insights from our team of creative and data scientists at Creative Works. You can also explore tips by marketing objective in order to craft more impactful creative to meet your business goals.

An image of two phones featuring natural soap products.

Dr. Squatch using a clear call-to-action, engaging copy and rich product visuals with Google Ads.

The 4 pillars of compelling creative

Lead with a clear call-to-action:Personalized descriptions perform up to two times better for their campaign goal versus non-personalized descriptions.2 This means businesses need to help consumers immediately see what they have to offer by including words like "you" to draw attention, and adding their product or brand name in headlines and descriptions.

Connect more authentically with a wide variety of assets:Audiences take action faster if they can relate to your message — 64% of consumers said they took some sort of action after seeing an ad that they considered to be diverse or inclusive.3 And images that feature people perform over 30% better for their campaign goal versus images that don’t.4 Given the variety of consumers looking online for new products to try, brands should show a wide range of people using their products or services to resonate with audiences.

Build for smaller screens: Images with no overlaid text, or overlaid text under 20 characters, perform up to 1.2X better for their campaign goal versus images with longer overlaid text.5 With people spending more time on a broad range of small devices, businesses should consider how and where consumers are seeing their ads and provide visual assets that clearly communicate their call-to-action.

Give your creatives time to test: We've seen that waiting 2-3 weeks between changes to ad creative minimizes performance fluctuations, allowing the Google Ads system time to learn and adapt to your most effective assets. Review Ad strength and asset reporting to better understand which assets resonate best and help you make the call on which to remove or replace.

An image of two phones featuring beauty products.

Beauty brand COSMEDIX using a variety of image assets in multiple aspect ratios with Google Ads.

Get help with building better assets

Consumers expect businesses of all sizes to offer more helpful brand experiences. Stand out with more relevant, engaging offers with help from our new guide to building better creative. And for more support with developing new creative assets or campaign strategies, check out our approved creative production agencies to find the right partner to help you achieve your business goals.


1. Kantar, COVID-19 Barometer Global Report, Wave2, runs across 50 countries, n=9,815, fielded 27th-30th March 2020.

2. Google internal data based on an aggregate study of median performance of campaign goals for Responsive display ads (CTR), Discovery ads (CTR, CVR), Video action campaigns (VTR) and Video discovery ads (VTR) across 78K assets for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

3. Google/Ipsos, U.S., Inclusive Marketing Study, n of 2,987 U.S. consumers ages 13–54 who access the internet at least monthly, Aug. 2019.

4. Google internal data based on an aggregate study of median performance of campaign goals for Discovery ads (CTR, CVR), Video action campaigns (VTR), Video discovery ads (VTR), App campaigns for installs (IPM), and App campaigns for engagement (EPM) for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

5. Google internal data based on an aggregate study of median performance of campaign goals for Discovery ads (CTR, CVR), and Responsive display ads (CTR) across 78K assets for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

Magic in the making: The 4 pillars of great creative

Consumers report that helpfulness is their top expectation of brands since the start of the COVID-19 pandemic, with 78% saying a brand's advertising should show how they can be helpful in everyday life.1 This means businesses need to quickly engage audiences with meaningful messages, using immersive storytelling to bring their brand and products to life.

To help you build visually-rich ad experiences that easily drive consumers to action, we've brought together our top creative guidance across Google Ads solutions in a single guide. Learn to craft stronger calls-to-action, engaging ad copy and striking visual assets — plus, get the latest insights from our team of creative and data scientists at Creative Works. You can also explore tips by marketing objective in order to craft more impactful creative to meet your business goals.

An image of two phones featuring natural soap products.

Dr. Squatch using a clear call-to-action, engaging copy and rich product visuals with Google Ads.

The 4 pillars of compelling creative

Lead with a clear call-to-action:Personalized descriptions perform up to two times better for their campaign goal versus non-personalized descriptions.2 This means businesses need to help consumers immediately see what they have to offer by including words like "you" to draw attention, and adding their product or brand name in headlines and descriptions.

Connect more authentically with a wide variety of assets:Audiences take action faster if they can relate to your message — 64% of consumers said they took some sort of action after seeing an ad that they considered to be diverse or inclusive.3 And images that feature people perform over 30% better for their campaign goal versus images that don’t.4 Given the variety of consumers looking online for new products to try, brands should show a wide range of people using their products or services to resonate with audiences.

Build for smaller screens: Images with no overlaid text, or overlaid text under 20 characters, perform up to 1.2X better for their campaign goal versus images with longer overlaid text.5 With people spending more time on a broad range of small devices, businesses should consider how and where consumers are seeing their ads and provide visual assets that clearly communicate their call-to-action.

Give your creatives time to test: We've seen that waiting 2-3 weeks between changes to ad creative minimizes performance fluctuations, allowing the Google Ads system time to learn and adapt to your most effective assets. Review Ad strength and asset reporting to better understand which assets resonate best and help you make the call on which to remove or replace.

An image of two phones featuring beauty products.

Beauty brand COSMEDIX using a variety of image assets in multiple aspect ratios with Google Ads.

Get help with building better assets

Consumers expect businesses of all sizes to offer more helpful brand experiences. Stand out with more relevant, engaging offers with help from our new guide to building better creative. And for more support with developing new creative assets or campaign strategies, check out our approved creative production agencies to find the right partner to help you achieve your business goals.


1. Kantar, COVID-19 Barometer Global Report, Wave2, runs across 50 countries, n=9,815, fielded 27th-30th March 2020.

2. Google internal data based on an aggregate study of median performance of campaign goals for Responsive display ads (CTR), Discovery ads (CTR, CVR), Video action campaigns (VTR) and Video discovery ads (VTR) across 78K assets for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

3. Google/Ipsos, U.S., Inclusive Marketing Study, n of 2,987 U.S. consumers ages 13–54 who access the internet at least monthly, Aug. 2019.

4. Google internal data based on an aggregate study of median performance of campaign goals for Discovery ads (CTR, CVR), Video action campaigns (VTR), Video discovery ads (VTR), App campaigns for installs (IPM), and App campaigns for engagement (EPM) for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

5. Google internal data based on an aggregate study of median performance of campaign goals for Discovery ads (CTR, CVR), and Responsive display ads (CTR) across 78K assets for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.