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Performance Max.In plain English.

Definition

Updated

Performance Max is a Google Ads campaign type that reaches all of Google's ad inventory, including Search, YouTube, Display, Discover, Gmail and Maps, from one campaign.

Google says it is meant to complement keyword-based Search campaigns, and a Search campaign with an exact match keyword is prioritized over Performance Max for that search.

It needs good conversion tracking, such as calls and form fills, to optimize toward real customers. With Final URL expansion turned on, Google may send people to a different landing page than the one you chose, so check where your traffic lands.

Negative keywords are supported, but only for its Search and Shopping inventory.

Google is moving Local Services Ads into a specialized Performance Max campaign type with pay-per-lead goals from August 2026. Standard Performance Max charges per click; the Local Services version still charges per valid lead.

Example: an HVAC company running Performance Max adds 'jobs' and 'training' as negative keywords and turns off Final URL expansion, so its ads send people to its repair booking page.

Sources

  1. Google Ads Help: About Performance Max campaigns, checked Nov 6, 2026
  2. Google Ads Help: How to use brand suitability features in Performance Max, checked Nov 6, 2026
  3. Google Ads Help: Local Services Ads transition to Performance Max campaigns with pay-per-lead goals, checked Nov 6, 2026