Performance Max: my approach to tracking, structure and profitability
More settings will not improve Performance Max if the campaign measures the wrong thing. I start with the conversion, then the business and only then the structure.
Insights
Insights from working in digital marketing
Analysis, approaches and lessons from my work with Google Ads, Meta Ads and digital growth. I focus on things I encounter in accounts, test myself or think are worth understanding in depth.
Featured insight
Start with what the account actually measures
Explore further
More Google Ads insights
When Google Ads is not the right first step
Advertising can amplify what already works, but it cannot fix an unclear audience, a weak offer or missing foundations. Here is how I think before buying traffic.
Why I always check tracking first in Performance Max
Performance Max can only optimise using the signals Google receives. I check measurement before doing anything else.
How many asset groups should you have in Performance Max?
Asset groups should reflect how the business works, rather than how many groups Google Ads lets you create.
Should you exclude brand from Performance Max?
Strong overall ROAS does not always show what Performance Max adds beyond branded demand. That is why I often want to separate them.