If your business is running ads through Google’s Performance Max campaigns—or if you're thinking about it—there’s something you should know:

While PMax sounds like an easy way to launch ads across YouTube, Google Search, Gmail, Shopping, and the Display Network all at once, it often results in wasted spend, low returns, and poor-quality traffic.

In other words, you might be paying for clicks that aren’t bringing in real customers.

Why Performance Max Sounds Good… But Isn’t Always Smart

Performance Max campaigns are designed to simplify Google Ads. One campaign, multiple placements, automated targeting—it sounds great, especially if you're busy and just need to “get something running.”

The problem?
You lose control over how and where your money is being spent.

Instead of focusing your budget on people actively searching for your products, PMax often ends up displaying ads to low-intent users on YouTube or Gmail—people who weren’t even shopping in the first place.

You don’t get access to clear keyword data. You can’t exclude low-performing terms or placements. And you can't tell whether your ad dollars are being spent wisely.

If you’re working with a limited budget—and let’s face it, most businesses are—you can’t afford to waste your ad spend like that.

The Smarter Way to Run Google Ads: Control, Intent, and Results

If your goal is to generate more sales, more leads, and a better return on your ad spend, you need a strategy that gives you control and targets intent.

Here’s a better starting point:

• Standard Shopping Campaigns – These focus your budget on people already searching for your products. You can segment by product category, monitor performance by item, and drive better return on ad spend.
  
  

• Search Campaigns – Set up both branded and non-branded keyword campaigns. Branded campaigns make sure you capture traffic already looking for you. Non-branded campaigns go after customers who are shopping around and don’t know your name yet—but are ready to buy.
  
  

• Remarketing Campaigns (Optional) – If you're getting a lot of site traffic but few conversions, consider running Display or YouTube remarketing ads to re-engage visitors who didn’t buy the first time.

This approach gives you visibility into what’s working, and more importantly, the ability to optimize and adjust your campaigns over time.

Bonus Tip for Amazon Sellers: Protect Your Margin

If you sell on both your website and Amazon, PMax can be especially risky. It doesn’t know where to send your traffic—and might push your paid clicks to Amazon, where your margins are lower and you’re competing on price.

By running managed Search and Shopping campaigns, you can direct your traffic to the channel that makes you the most money—and avoid cannibalizing your own results.

Let’s Make Your Ad Dollars Work Harder

If you’re going to spend money on Google Ads, spend it where it counts. A more focused, hands-on strategy gives you better visibility, better control, and better results.

If you want help designing a campaign strategy that works—or you’re already running ads but want to know if your budget is being spent wisely—get in touch with us.

We’ll take a look at your setup, show you where the opportunities are, and help you run campaigns that actually move the needle.