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Brief

Performance Max

Search & Programmatic Advertising AutomationProduct· part of Google

Maximize conversion value across all of Google's channels from a single campaign using AI-driven bidding, targeting, and creative optimization — with minimal manual management.

Last updated Sep 26, 2026 by ATDb automated enrichment · Connections updated Sep 28, 2026

Founded
2021
HQ
Mountain View, California, United States
Parent
Google
Connections
6

AI-drafted from public sources2 sources cited

At a glance

Stock
GOOGL
5integrations1corporate family
Demand Side Platform (DSP)Programmatic Platform

About

Dominant automated campaign type within Google Ads, replacing legacy Smart Shopping and Local campaigns and serving as Google's primary vehicle for cross-channel AI-driven advertising

Performance Max (PMax) is a goal-based campaign type within Google Ads, launched broadly in 2021 and replacing Smart Shopping and Local campaigns by 2022. It leverages Google's machine learning and automation to optimize ad delivery across the entirety of Google's owned-and-operated inventory — including Search, Display Network, YouTube, Gmail, Google Maps, and Discover — all from a single unified campaign structure. Advertisers provide creative assets, audience signals, and conversion goals, and Google's algorithms handle bidding, targeting, placement, and creative assembly in real time.

Business model

Platform Feature (part of Google Ads auction-based advertising)

Target market

SMB, Mid-Market, Enterprise

What they offer

  • Asset Groups

    Collections of creative assets (headlines, descriptions, images, videos) that Google assembles into ads dynamically across channels

  • Smart Bidding Integration

    Automated bidding using Target CPA, Target ROAS, or Maximize Conversions strategies powered by Google's ML

  • Audience Signals

    Advertiser-provided audience hints (custom segments, customer lists, remarketing) that guide Google's targeting algorithms

  • Cross-Channel Delivery

    Single campaign serving ads across Search, Display, YouTube, Gmail, Maps, and Discover simultaneously

  • Performance Insights

    Reporting on asset performance ratings, audience insights, and search category themes (with limited granularity)

  • Final URL Expansion

    Optional feature allowing Google to dynamically send users to the most relevant landing page on the advertiser's site

Key features

AI-driven cross-channel ad delivery from one campaignSmart Bidding with Target CPA / Target ROASDynamic creative assembly from asset groupsAudience signal inputs for ML guidanceAutomated budget allocation across Google inventorySearch theme and brand exclusion controlsCustomer Match and first-party data integrationFinal URL expansion for landing page optimization

Use cases

E-commerce retailers seeking to maximize ROAS across Shopping and DisplayLead generation advertisers wanting broad reach with CPA targetsLocal businesses driving in-store visits via Maps and SearchApp advertisers supplementing UAC campaignsBrands launching new products needing full-funnel coverageAdvertisers consolidating multiple campaign types into one structure

Customer segments

E-commerce and retail advertisersLead generation businessesLocal and multi-location businessesDirect-to-consumer brandsEnterprise advertisers with large product catalogsSMBs seeking simplified campaign management

Tech & specs

Technology stack

Google's proprietary machine learning (SmartBidding, AutoML)Google Ads APIGoogle Merchant Center integrationGoogle Analytics 4Customer Match / first-party data infrastructureGoogle's real-time bidding auction systemResponsive ad generation engine

Security & compliance

GDPRCCPAGoogle Ads Data Processing TermsISO 27001 (Google infrastructure)SOC 2 (Google infrastructure)

Deployment

Cloud

API

Yes

Corporate history
  1. 2021 · Founded
Connection details
See integrations with Performance Max (5)

Explore further

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