Performance Max (PMax) is a goal-based campaign type that allows you to access all your Google Ads inventory within a single campaign. It focuses on improving performance by aligning with your specific conversion goals, optimizing in real-time across channels through Smart Bidding.
PMax is designed to complement keyword-based Search campaigns, helping you reach more conversions across Google's channels, including YouTube, Display, Search, Discover, Gmail, and Maps.
Creating a PMax campaign
Go to Manage (globe icon) in the left menu.
Select Accounts.
Click on an account in the list.
In the Campaigns tab, click the + button in the top-right to create a new campaign.
Select Performance Max as the advertising channel.
Input your campaign settings:
Basic Settings: Name the campaign and add a tracking template if available.
Select your Budget Settings.
Select your Location Settings.
Positive Geo Target Strategy (Performance Max only):
People in, or who show interest in, your targeted locations (recommended); this is the default option
People in your targeted locations
People searching for your targeted location (Microsoft only)
Start and End Dates: Add campaign start and end dates.
Bidding: Select Maximize Conversion Value or Maximize Conversions.
Max Conversion Value: Set a Target ROAS.
Max Conversions: Set a Target CPA.
Click Save and Continue in the top-right.
Enter Ad Group Settings and click Save and Continue.
Under Creative Type, select Performance Max.
Build your asset group by filling out the required fields, including image uploads:
Headline: Add up to 6 headlines (max 30 characters).
Long Headline: Add up to 5 long headlines (max 90 characters).
Description: Add one short description with max 60 characters and up to 4 descriptions with max 90 characters each.
Business Name: The name of the business.
Call to Action: Choose from various layouts and enter the name of your business or brand.
Path1: Enter a path for display purposes.
Destination URL
Image (Marketing, Square Marketing, Portrait Marketing): Add up to 20 images for each type.
Logo: Add up to 5 logos.
Landscape Logo: Add up to 5 logos.
YouTube Video: Add up to 5 videos. Note: If you do not upload a video, Google will auto-generate one for you using your other assets.
(Optional) Bulk Image Upload: Add multiple images at once by:
Dropping files or a folder into the drop zone.
Pasting a list of image URLs.
Choosing images from your media collection.
Add another creative or click Save and Exit.
Audience targeting for PMax
While building a PMax campaign, keep in mind how Fluency handles Google user lists.
During reverse sync, user lists that show (Google Ads) in their name become (AdWords) in Fluency (e.g., All visitors (Google Ads) become All visitors (AdWords)). If you're trying to name match Google-generated user lists, double-check that you’re matching the Fluency name exactly (Manage > Account Targeting > Google Audiences).
Google does not allow audience targeting “Similar to” for Performance Max or Discovery user lists. To do a name match, add * before and after the target (e.g., -*similar* or *All Visitors Tag*). Adding a - (hyphen) at the beginning excludes the target.
