Should I use Performance Max or Search campaigns?
Start with Search when you sell a service people actively look for, because you control keywords and see exactly what triggers your ads. Add Performance Max when you have reliable conversion tracking, enough monthly conversions, and good images or video, such as an online store or a business that wants store visits. Many accounts run both, with brand terms protected.
When each one wins
| Search | Performance Max | |
|---|---|---|
| Control over keywords | Full | Limited, guided by signals |
| Where ads show | Google search results | Search, YouTube, Display, Gmail, Maps, Discover |
| Needs | Good keyword list and negatives | Accurate conversions and strong creative |
| Best for | Local services, lead generation | Online stores, store visits, scale |
How we combine them
For Go Bagels we ran Search for high-intent local searches alongside Performance Max built for directions and store visits across both Manhattan locations. That mix helped take monthly revenue from about $50,000 to about $150,000.
Proof from our own clients
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Founder of Luceds, with 7+ years in paid search, SEO and web projects. Runs Google Ads, SEO and website projects for service businesses and online stores in the United States, United Kingdom, Canada, Australia, New Zealand and India.
More about Shivam Singh