Performance Max campaigns

Q: Can Performance Max be used to target multiple goals?

Yes, you can optimise to one or more goals, such as online and in-store conversions, from a single Performance Max campaign. As a best practice, track the value for all your conversion goals. By doing this, Performance Max will maximise conversion value for your budget. If your goals share the same budget and geography, you can target multiple goals from a single Performance Max campaign. If you have a separate budget that cannot be combined with other goals, you can create separate Performance Max campaigns that optimise for different goals.

Today’s shoppers are tapping into an ever-growing number of places online and offline to find what they need. Maximize your reach and meet more customers wherever they're shopping. Performance Max allows advertisers to access new inventory, formats, and audiences across all Google channels including YouTube, Search, and Discover. ¹

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Maximize your reach

Show up across all of Google’s ad inventory and formats. Find new customers wherever, and whenever, they’re searching or consuming content.

Drive traffic and sales

Reach more converting customers across Google and increase your online, in-store or omnichannel sales.

Uncover insights and trends

Gain actionable insights to improve your campaigns' performance and find new and unexpected audiences that match your goals.

Google search on mobile for 'sneakers nearby'

Google search on tablet for 'sneakers nearby'

Optimize for online and in-store goals

Whether your customers are looking for what you sell online or in-store, you can reach them in both places. Performance Max allows you to measure and optimize for online sales and in-store goals like store visits, calls and directions clicks.

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Success Story

Joybird sees a 95% lift in revenue

Joybird, an online furniture retailer, was already seeing great success driving online sales with Smart Shopping campaigns. To take their campaigns to the next level, Joybird partnered with Go Fish to test Performance Max.

“ Performance Max outperformed our previous Smart Shopping campaigns and took our efficiency to the next level, allowing us to grow our revenue in a more profitable way.”
? Eric Tsai, VP of Marketing and Business Development

Joybird, an online furniture retailer, was already seeing great success driving online sales with Smart Shopping campaigns. To take their campaigns to the next level, Joybird partnered with Go Fish to test Performance Max.

Joybird, an online furniture retailer, was already seeing great success driving online sales with Smart Shopping campaigns. To take their campaigns to the next level, Joybird partnered with Go Fish to test Performance Max.

“ Performance Max outperformed our previous Smart Shopping campaigns and took our efficiency to the next level, allowing us to grow our revenue in a more profitable way.”
- Eric Tsai, VP of Marketing and Business Development

Key stats

95%
increase in revenue

40%
increase in return-on-ad-spend (ROAS)
Success Story

Public Rec obtains a 28% increase in conversions

Athleisure retailer, Public Rec was an early adopter of Performance Max, with the goal of increasing online sales and improving return-on-ad-spend (ROAS). To test Performance Max alongside their Smart Shopping campaigns, Public Rec provided additional high-quality creative assets to maximize coverage across all of Google’s inventory and formats.

“ Performance Max is efficient and easy for any marketer, experienced or beginner! We've been able to grow our business by tapping into all of Google's properties, ensuring we're capturing the right customers from every angle.”
? Esther Yang, SEM Manager & Howard Zisser, Head of Marketing

Athleisure retailer, Public Rec was an early adopter of Performance Max, with the goal of increasing online sales and improving return-on-ad-spend (ROAS). To test Performance Max alongside their Smart Shopping campaigns, Public Rec provided additional high-quality creative assets to maximize coverage across all of Google’s inventory and formats.

Athleisure retailer, Public Rec was an early adopter of Performance Max, with the goal of increasing online sales and improving return-on-ad-spend (ROAS). To test Performance Max alongside their Smart Shopping campaigns, Public Rec provided additional high-quality creative assets to maximize coverage across all of Google’s inventory and formats.

“ Performance Max is efficient and easy for any marketer, experienced or beginner! We've been able to grow our business by tapping into all of Google's properties, ensuring we're capturing the right customers from every angle.”
- Esther Yang, SEM Manager & Howard Zisser, Head of Marketing

Key stats

28%
increase in conversions

5:1
return-on-ad-spend (ROAS)
Success Story

Estee Lauder sees a 45% higher return-on-ad-spend (ROAS)

Estee Lauder is one of the leading beauty brands in the world. To adapt to changing consumer behavior as a result of the COVID-19 pandemic, Estee Lauder partnered with Zenith to set up and optimize Performance Max campaigns. Performance Max is now a long-term growth engine for increasing Estee Lauder’s e-commerce sales.

“ E-commerce is one of our key pillars. We see great potential with these Performance Max campaigns, and they will help us achieve our goal sooner.”
? Kerry Lee, Consumer Engagement Manager, Estee Lauder Taiwan

Estee Lauder is one of the leading beauty brands in the world. To adapt to changing consumer behavior as a result of the COVID-19 pandemic, Estee Lauder partnered with Zenith to set up and optimize Performance Max campaigns. Performance Max is now a long-term growth engine for increasing Estee Lauder’s e-commerce sales.

Estee Lauder is one of the leading beauty brands in the world. To adapt to changing consumer behavior as a result of the COVID-19 pandemic, Estee Lauder partnered with Zenith to set up and optimize Performance Max campaigns. Performance Max is now a long-term growth engine for increasing Estee Lauder’s e-commerce sales.

“ E-commerce is one of our key pillars. We see great potential with these Performance Max campaigns, and they will help us achieve our goal sooner.”
- Kerry Lee, Consumer Engagement Manager, Estee Lauder Taiwan

Key stats

45%
higher ROAS (vs. Smart Shopping campaigns)

2.4x
higher conversion rate (vs. Smart Shopping campaigns)
Success Story

Pantaloons drives a 33% higher return-on-ad-spend (ROAS)

Pantaloons is a clothing retailer offering trendy apparel and accessories from multiple brands. To keep revenue strong, the brand had primarily focused its marketing on Smart Shopping ads, but it decided to try a new tactic - Performance Max campaigns - to help increase sales and achieve an even greater return-on-ad-spend (ROAS).

“ Performance Max has enabled incremental growth for us, given us a higher ROI, and garnered significant business at scaled efficiencies.”
? Sumit Singh, Digital Head, Pantaloons

Pantaloons is a clothing retailer offering trendy apparel and accessories from multiple brands. To keep revenue strong, the brand had primarily focused its marketing on Smart Shopping ads, but it decided to try a new tactic - Performance Max campaigns - to help increase sales and achieve an even greater return-on-ad-spend (ROAS).

Pantaloons is a clothing retailer offering trendy apparel and accessories from multiple brands. To keep revenue strong, the brand had primarily focused its marketing on Smart Shopping ads, but it decided to try a new tactic - Performance Max campaigns - to help increase sales and achieve an even greater return-on-ad-spend (ROAS).

“ Performance Max has enabled incremental growth for us, given us a higher ROI, and garnered significant business at scaled efficiencies.”
- Sumit Singh, Digital Head, Pantaloons

Key stats

13%
increase in final sales

33%
higher return-on-ad-spend (ROAS)
Success Story

Sportisimo gets a 38% revenue boost

Sportisimo is an omnichannel retailer selling Sporting Goods, Sports & Fitness Apparel. After successfully running Smart Shopping campaigns for a long time, Sportisimo turned to Performance Max to maximize reach across Search, Shopping, Display, Discover and YouTube.

“ We are satisfied with results achieved so far by Performance Max and we plan to continue using this type of campaign in Slovakia.”
? Matej Mu?ka, Performance Marketing Team Leader

Sportisimo is an omnichannel retailer selling Sporting Goods, Sports & Fitness Apparel. After successfully running Smart Shopping campaigns for a long time, Sportisimo turned to Performance Max to maximize reach across Search, Shopping, Display, Discover and YouTube.

Sportisimo is an omnichannel retailer selling Sporting Goods, Sports & Fitness Apparel. After successfully running Smart Shopping campaigns for a long time, Sportisimo turned to Performance Max to maximize reach across Search, Shopping, Display, Discover and YouTube.

“ We are satisfied with results achieved so far by Performance Max and we plan to continue using this type of campaign in Slovakia.”
- Matej Mu?ka, Performance Marketing Team Leader

Key stats

38%
increase in revenue

36%
increase in conversions
Success Story

microspot.ch sees revenue rise by 40%

Online retailer microspot.ch faced a challenging market in 2021 with declining year-over-year query volumes and rising competition in their core product categories. By adopting automation and providing high-quality assets, microspot.ch used Performance Max to drive additional revenue and conversion for their consumer electronics products.

“ Performance Max became such a significant contributor towards our marketing objectives that we are now planning to roll it out across all our accounts.”
? Simon Achermann, Head of Online

Online retailer microspot.ch faced a challenging market in 2021 with declining year-over-year query volumes and rising competition in their core product categories. By adopting automation and providing high-quality assets, microspot.ch used Performance Max to drive additional revenue and conversion for their consumer electronics products.

Online retailer microspot.ch faced a challenging market in 2021 with declining year-over-year query volumes and rising competition in their core product categories. By adopting automation and providing high-quality assets, microspot.ch used Performance Max to drive additional revenue and conversion for their consumer electronics products.

“ Performance Max became such a significant contributor towards our marketing objectives that we are now planning to roll it out across all our accounts.”
- Simon Achermann, Head of Online

Key stats

40%
increase in revenue

16%
increase in return-on-ad-spend (ROAS)
Success Story

Giesswein gains 12% in total conversions

Giesswein, a wool goods retailer, had already made Search and Shopping campaigns two of its largest channels. Seeking even more growth, Giesswein partnered with RN Digital to run Performance Max campaigns and reach more customers.

“ We’re excited to see that Performance Max is helping us to profitably scale our business further.”
? Markus Giesswein, CEO, Giesswein

Giesswein, a wool goods retailer, had already made Search and Shopping campaigns two of its largest channels. Seeking even more growth, Giesswein partnered with RN Digital to run Performance Max campaigns and reach more customers.

Giesswein, a wool goods retailer, had already made Search and Shopping campaigns two of its largest channels. Seeking even more growth, Giesswein partnered with RN Digital to run Performance Max campaigns and reach more customers.

“ We’re excited to see that Performance Max is helping us to profitably scale our business further.”
- Markus Giesswein, CEO, Giesswein

Key stats

19%
increase in purchase/sales value

12%
increase in total conversions
Success Story

Petit Bateau gets a 35% lift in return-on-ad-spend (ROAS)

After successfully driving online sales with Smart Shopping campaigns, French retailer Petit Bateau worked with its agency, Havas Market, to run Performance Max campaigns. As a result, Petit Bateau increased its return-on-ad-spend (ROAS) by solving the optimization and attribution gaps that arise from running separate, single-channel campaigns.

“ Adding Performance Max to our current acquisition strategy allowed us to generate incremental revenue while maintaining profitability.”
? Julien Huriaux, Key Account Manager at Havas Market

After successfully driving online sales with Smart Shopping campaigns, French retailer Petit Bateau worked with its agency, Havas Market, to run Performance Max campaigns. As a result, Petit Bateau increased its return-on-ad-spend (ROAS) by solving the optimization and attribution gaps that arise from running separate, single-channel campaigns.

After successfully driving online sales with Smart Shopping campaigns, French retailer Petit Bateau worked with its agency, Havas Market, to run Performance Max campaigns. As a result, Petit Bateau increased its return-on-ad-spend (ROAS) by solving the optimization and attribution gaps that arise from running separate, single-channel campaigns.

“ Adding Performance Max to our current acquisition strategy allowed us to generate incremental revenue while maintaining profitability.”
- Julien Huriaux, Key Account Manager at Havas Market

Key stats

35%
increase in return-on-ad-spend (ROAS)

40%
increase in clickthrough rate (CTR)
Success Story

Trendyol drives 45% more sales

Trendyol, the largest multi-category e-commerce player in Turkey, tested Performance Max to advertise its apparel lineup in Germany. By providing many high quality assets, trusting automation to optimize for each category and targeting its first-party audiences, Trendyol was able to not only increase coverage across networks but also drive further efficiency in transactions and return-on-ad-spend (ROAS).

“ The simplicity of Performance Max has made it easy to expand internationally while maintaining efficiency across channels.”
? Yusuf Osman, Senior Digital Marketing Specialist

Trendyol, the largest multi-category e-commerce player in Turkey, tested Performance Max to advertise its apparel lineup in Germany. By providing many high quality assets, trusting automation to optimize for each category and targeting its first-party audiences, Trendyol was able to not only increase coverage across networks but also drive further efficiency in transactions and return-on-ad-spend (ROAS).

Trendyol, the largest multi-category e-commerce player in Turkey, tested Performance Max to advertise its apparel lineup in Germany. By providing many high quality assets, trusting automation to optimize for each category and targeting its first-party audiences, Trendyol was able to not only increase coverage across networks but also drive further efficiency in transactions and return-on-ad-spend (ROAS).

“ The simplicity of Performance Max has made it easy to expand internationally while maintaining efficiency across channels.”
- Yusuf Osman, Senior Digital Marketing Specialist

Key stats

45%
increase in conversions

59%
increase in return-on-ad-spend (ROAS)

Let’s set up a Performance Max campaign

Get started

Frequently asked questions

What is Performance Max?

As the next generation of Smart Shopping and Local campaigns, Performance Max is a new goal-based campaign type that helps you to access all of Google Ads inventory from a single campaign. It's designed to complement your other campaigns to help you find more converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps.

Powered by your Google Merchant Center product feed and other inputs you provide, like conversion goals, budget, audience signals and creative assets, Performance Max will show the most relevant ads across Google channels.

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.

Can Performance Max be used to target multiple goals?

Yes, you can optimize to one or more goals, such as online and in-store conversions, from a single Performance Max campaign. As a best practice, track the value for all your conversion goals. By doing this, Performance Max will maximize conversion value for your budget. If your goals share the same budget and geography, you can target multiple goals from a single Performance Max campaign. If you have a separate budget that cannot be combined with other goals, you can create separate Performance Max campaigns that optimize for different goals.

Are assets required if I link to a Google Merchant Center product feed?

Additional creative assets are not required if you create a Performance Max campaign with online sales goals and a Google Merchant Center product feed. However, the more high-quality creative assets you provide for text, images and video, the more ad formats Performance Max can create and the more inventory your ad can appear on. We may help auto-generate the following creative assets on your behalf if you do not add your own:

Videos are auto-generated based on the provided text and image assets.
Headlines and descriptions are auto-generated based on the provided final URL.

What are the best practices for Performance Max campaigns?

Get the most out of your campaign by following the best practices found on this page .

1 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.
2 Source: Google/Ipsos, "How People Shop with YouTube” Study, Global, July 2018. 18-64 year olds who go online at least once per month and have purchased something in the last year (n=24,017), (3) YouTube Data, June 2018

Performance Max campaigns

Here’s what you can do with Performance Max campaigns

Maximize your reach

Drive traffic and sales

Uncover insights and trends

Get your products in front of hundreds of millions of potential customers from a single campaign.

YouTube

Display

Google Search

Discover on the Google app

Gmail

Maps

Business Profile

Optimize for online and in-store goals

Success Story

Joybird sees a 95% lift in revenue

Key stats

Success Story

Public Rec obtains a 28% increase in conversions

Key stats

Success Story

Estee Lauder sees a 45% higher return-on-ad-spend (ROAS)

Key stats

Success Story

Pantaloons drives a 33% higher return-on-ad-spend (ROAS)

Key stats

Success Story

Sportisimo gets a 38% revenue boost

Key stats

Success Story

microspot.ch sees revenue rise by 40%

Key stats

Success Story

Giesswein gains 12% in total conversions

Key stats

Success Story

Petit Bateau gets a 35% lift in return-on-ad-spend (ROAS)

Key stats

Success Story

Trendyol drives 45% more sales

Key stats

Let’s set up a Performance Max campaign

Frequently asked questions

What is Performance Max?

Can Performance Max be used to target multiple goals?

Are assets required if I link to a Google Merchant Center product feed?

What are the best practices for Performance Max campaigns?