Performance Max (campaigns with maximum performance)

Performance Max requires data to learn. If the budget is too small, the system will collect conversions very slowly, and the “Learning phase” may drag on for months. For effective operation, I recommend having at least 30–50 conversions per month. If your budget is limited, we can start with classic campaigns to gather initial data before launching PMax.

While PMax has less manual control than classic campaigns, control still exists. Using specialized reports and scripts, I can analyze the share of impressions across Search, Display, and Video. We can also add account-level placement exclusions, exclude specific brands, or block mobile apps to ensure your ads only appear on high-quality resources.

Initial results usually appear quickly, but the full learning phase takes 2 to 4 weeks. During this period, it is highly discouraged to make sudden changes to budgets or goals, as this resets the algorithm’s progress. I closely monitor the learning dynamics during the first month to ensure the campaign reaches a stable and predictable level of profitability.

This sometimes happens when the system “chases” cheap conversions regardless of quality. To fix this, I use several methods: re-configuring goals toward “higher value” actions (e.g., confirmed orders), adjusting audience signals with “high-quality” buyer lists, and filtering traffic via clearer offers in copy and creatives to discourage non-target interest at the viewing stage.