Performance Max (PMax) is a goal-based campaign type in Google Ads that allows you to access your entire Google Ads inventory (Search, Display, YouTube, Gmail, Discover, and Maps) from a single campaign. It uses machine learning to optimise bids and placements to drive conversions.

Step-by-Step Guide

Step 1: Start a New Campaign

1. Sign in to your Google Ads account.

2. In the left-hand menu, click Campaigns.

3. Click the blue plus button ($\mathbf{+}$) and select New campaign.

Step 2: Choose Your Goal

1. Google will first ask for your campaign goal. For PMax, you should choose a goal that supports conversion tracking. Select one of the following:

• Sales

• Leads

• Website traffic

• Local store visits and promotions

• Create a campaign without a goal’s guidance (if none of the above fit, or to use a custom goal).

2. Crucially: Ensure that the Conversion Goals listed underneath your selection are correct for what you want PMax to optimise for (e.g., website purchases, form submissions, or calls).

Step 3: Select Performance Max

1. After choosing your goal, the system will ask for your Campaign type.

2. Select Performance Max.

3. If you have a primary website, enter your website URL.

4. Click Continue

Step 4: Bidding

This section appears early in the setup process, focusing on how you want Google to spend your budget to achieve your goal.

1. Focus on Conversions: Ensure the focus is set to Conversions or Conversion Value.

2. Set Your Bidding Strategy:

• Leads/Calls: Select Conversions and check the box to Set a target cost per action (optional). Enter your desired Target CPA (e.g., £25.00).

• E-commerce/Value: Select Conversion value and check the box to Set a target return on ad spend (optional). Enter your desired Target ROAS (e.g., 500%).

Step 5: Customer Acquisition

This feature, found under bidding, allows you to optimise for finding new customers specifically, rather than focusing on all customers (new and existing).

1. Check the Box: Check the box that says Bid higher for new customers.

2. Set Value: You can choose to provide an additional customer lifetime value for the AI to factor in, instructing it to bid higher for users identified as new.

Step 6: Campaign Settings

This section covers basic parameters like location, language, and final URL expansion.

1. Final URL Expansion: Decide whether to use final URL expansion (letting Google drive traffic to other relevant pages on your site) or restrict it to the exact URL you provide later.

2. Locations: Select your target locations (e.g., United Kingdom or specific counties/cities).

3. Languages: Select the language(s) that your ad copy is written in (e.g., English).

4. Ad Schedule: (Optional) Set up specific days and times for your ads to run.

Step 7: Asset Generation

This refers to the new PMax feature that allows Google to use generative AI to create headlines and descriptions.

1. Asset Generation: This allows Google to automatically generate assets based on your final URL.

2. Opinion: While this can save time, it is generally recommended to review this feature and rely on high-quality, human-written assets for better control over messaging and brand tone.

Step 8: Asset Group

The Asset Group is where you upload all the creative elements (assets) that Google uses to build the final ads across all channels.

1. Asset Group Name: Give your group a descriptive name (e.g., Baxi Boiler Services).

2. Final URL: Enter the main landing page URL for this asset group.

3. Provide Assets (Mandatory): Upload the following creative elements:

• Headlines (Max 5) and Long Headlines (Max 5)

• Descriptions (Max 4)

• Images (Max 20), Logos (Max 5), and Videos (Max 5) (if you don’t supply videos, Google will generate them).

4. Audience Signals (Highly Recommended): Provide Custom Segments or Your Data (remarketing lists) to give the AI a strong starting point for finding your ideal customer.

Step 9: Budget

After setting up your targeting and creative assets, you set the spending limit.

1. Daily Budget: Enter your desired Average Daily Budget (e.g., £50.00).

2. Note: Google may spend up to twice your daily budget on any given day, but will aim to average your daily budget over a month.

Step 10: Summary

1. Review: The final screen provides a complete summary of your campaign setup, including the bidding strategy, budget, and the Asset Group status.

2. Publish: Click Publish Campaign to send the campaign for review and launch.