Performance Max can be gold or waste — the difference is data, asset quality and how disciplined you are in steering it. Many turn it on and hope for the best. We treat it as the powerful but demanding tool it is.
Give it clean conversion data
PMax optimises toward what you tell it is valuable. Wrong or imprecise conversion value gives wrong optimisation. We always start with measurement: correct conversions, realistic values and ideally value-based bidding, so the machine chases revenue — not just volume.
Steer it with structure
- Separate brand and non-brand so you don't pay for free traffic
- Use asset groups and audience signals deliberately
- Feed it strong assets — images, video and text
- Watch search terms and placements, even in PMax
Transparency takes work
PMax is deliberately a black box, but you can force insight out with scripts and reports. We pull search terms, placements and asset performance so we can steer instead of guess — and cut waste before it gets expensive.
AI does the heavy lifting. But human structure and clean data decide whether the result is profitable.
Key takeaways
- →Start with correct conversion measurement and value
- →Separate brand and non-brand
- →Feed PMax strong assets and signals
- →Force transparency with scripts and reports
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