Definition
Performance Max takes assets and conversion goals, then algorithmically assembles ads across every Google surface. You surrender granular control in exchange for automated reach - which makes feed quality, asset variety and audience signals the real levers.
Why it matters
PMax is unavoidable for e-commerce scale, but it grades its own homework - always pair it with brand-exclusion lists and incrementality checks.
Benchmarks
Compare PMax blended CAC against legacy Shopping before shifting full budget
All glossary terms