Google Ads · Performance Max · Ecommerce

GOOGLE PERFORMANCE
MAX GUIDE

How to set up Performance Max campaigns for D2C ecommerce. Asset groups, audience signals, budget allocation, and how to prevent PMax cannibalising your Shopping campaigns.

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PERFORMANCE MAX: THE MOST POWERFUL — AND MOST MISUNDERSTOOD — GOOGLE FORMAT

Performance Max campaigns run across all Google channels (Shopping, Display, YouTube, Gmail, Search, Discover) and use Google's AI to allocate budget across placements. When set up correctly, PMax consistently outperforms channel-specific campaigns. When set up poorly, it burns budget on Display and YouTube while cannibalising your converting Shopping campaigns.

WHAT'S INSIDE — PREVIEW

01
What is covered in this guide — google performance max guide — and how to use it.
Complete coverage · Step by step
02
Implementation checklist: Step-by-step action items you can complete today.
Checklist · Action items
03
Benchmarks: Industry-standard metrics and targets for this topic.
Benchmarks · KPIs
04
Common mistakes: The errors most brands make — and how to avoid them.
Anti-patterns · Mistakes
05
Tools and tech stack: Which platforms and tools are referenced.
Tools · Stack
06
Templates and copy: Ready-to-use copy and template snippets.
Copy · Templates
07
Worked examples: Real brand examples with context.
Examples · Case studies
08
Related resources: What to read next for deeper implementation.
Related · Next steps
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FREQUENTLY ASKED

Should I use Performance Max or Standard Shopping?

Start with Standard Shopping for control and data. Once you have 50+ conversions per campaign per month, layer in Performance Max. Use both simultaneously with PMax handling incremental reach beyond your Shopping campaigns.

How do I prevent PMax from cannibalising my Shopping campaigns?

Add your Shopping campaign keywords as negative keywords in a shared negative keyword list and apply it to your PMax campaign. This prevents PMax from bidding on terms where you already have well-performing Shopping.

What asset groups should I create for D2C?

Create separate asset groups for: bestsellers, sale products, new arrivals, and category collections. Different creative and copy for each. This gives PMax clear context for what to show and to whom.

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