Performance Max vs Search campaigns: which should you use?
How Google’s Performance Max campaigns differ from Search campaigns and when each makes sense for local businesses.
Search campaigns
You choose keywords, write ads and see the search terms that triggered them. Good for high-intent local searches and tight budgets.
Performance Max
You supply assets (headlines, images, videos) and conversion goals. Google decides where and when to show ads across its channels. It can find customers you wouldn’t reach with Search alone.
Pros and cons
Search: control and transparency, but limited to search results.
Performance Max: wider reach and strong automation, but less control and less visibility into where your money goes.
When Performance Max makes sense
- You have reliable conversion tracking
- You have enough budget for the algorithm to learn
- You sell products or have strong visual assets
- You want reach beyond search
How we usually set it up
Search campaigns for core services, with Performance Max added once conversion data is solid. Then we compare cost per lead across both.
Frequently asked questions
Is Performance Max good for local businesses?
It can be, once conversion tracking is reliable and there’s enough budget to learn.
Can I run Search and Performance Max together?
Yes. Many accounts run both, with careful monitoring of overlap.
Does Performance Max show my ads on Google Maps?
It can serve across Google’s channels, including Maps, depending on your setup.
