01
Inputs
Better automation starts with better constraints.
Conversion goals, value rules, brand controls, search themes, feeds, audience signals and creative assets define the problem the algorithm is solving.
WOLF / Performance MaxBRISBANE · WORKING GLOBALLY
Performance Max
Performance Max needs steering, not supervision theatre.
02
Comparison
PMax versus Search is not a winner-takes-all question.
Search offers explicit query strategy and control. PMax offers cross-network reach and automation. The account should assign each a role and prevent one from masking the other.
03
Scale discipline
When PMax should not be scaled.
Do not scale because reported ROAS rose if the increase comes from brand capture, returning customers, misvalued conversions or low-margin product mix.
PLAIN ANSWERS
Useful details.
Does PMax cannibalise Search?+
It can overlap with demand captured elsewhere. Brand controls, Search campaign eligibility and query-category analysis help determine whether PMax is incremental.
What are search themes?+
Search themes are contextual inputs that help PMax understand relevant query areas; they guide rather than behave like exact keyword targeting.
Feed-only or asset-supported?+
The choice depends on the intended inventory, creative quality and account design. It should be tested against incremental commercial value, not ideology.