Glossary · Paid media
Performance Max (PMax)
Google's AI-driven campaign type that automatically runs ads across all Google channels — Search, Shopping, Display, YouTube, Gmail, and Maps — from a single campaign.
How it works
PMax replaced Smart Shopping and Local campaigns in 2022 and is now the dominant campaign type for D2C Google Ads. It uses machine learning to optimize bids and placements across all inventory simultaneously. D2C brands should provide strong asset groups (images, headlines, logos, videos) and conversion signals to help PMax optimize effectively. Key limitation: limited transparency into where budget is actually going, which is why supplementing with a Standard Shopping campaign is recommended.