Google recently released an in-depth FAQ with the most common questions about Performance Max. “Since Performance Max’s launch, we’ve heard your questions about it from various webinars, feedback you’ve shared with your account teams, advertiser roundtables, and more,” Google wrote in its blog.
Drawing on advertiser feedback from webinars, roundtables, and direct interactions with account teams, this resource clarifies key aspects of PMAX and helps advertisers better understand its evolving capabilities.
Performance Max FAQ: The Big Picture Explained
Performance Max optimises ad placements across Google Search, Display, YouTube, Gmail, and Discover. It focuses on conversions, using real-time data and automation to allocate budget.
However, many advertisers remain concerned about its “black box” nature—specifically, how well it aligns with their business goals, how to maintain brand safety, and what level of control they have over its performance.
Why Does This Matter To Advertisers?
As advertisers adapt to Google’s AI-powered Performance Max campaigns, some of the deepest worries include transparency, lead acquisition, and campaign optimisation.
To address these concerns, Google has updated its FAQ with new insights that reflect this year’s latest improvements. Originally introduced last year, the guide gives advertisers clear strategies and best practices to drive better results.
Top 12 Questions Asked By Advertisers
In its FAQ section, Google answers these top questions:
- Why doesn’t Performance Max offer channel-level reporting?
- How can I get high-quality leads from Performance Max?
- How can I stop Performance Max from serving on my branded queries?
- Can I use generative AI assets outside of Performance Max and Google Ads?
- Should I include a video in my Performance Max campaign if I don’t have a big creative budget?
- Is Performance Max just for remarketing, or can it help me acquire new customers?
- Is Performance Max brand-safe for my business?
- Should I apply geo targets if I’m already targeting shop locations in my Performance Max campaign for store goals?
- What’s the ideal campaign structure for Performance Max campaigns?
- How are Performance Max and Demand Gen campaigns different?
- I feel like I’ve hit the ceiling of driving results with Performance Max. What more can I do to scale and drive better results?
- How do I know if my Search Themes are driving incremental traffic?
Why Did Google Release This FAQ?
The release of this FAQ signals that Google is actively working to address concerns around transparency, control, and performance tracking.
While Google remains committed to its AI-driven approach, this move suggests a willingness to provide more insights into how PMAX functions—in response to industry pressure and evolving advertiser expectations.
What’s Next?
In its blog, Google mentions that it will “continue to add responses to new FAQs.”
Future additions may include deeper explanations for bidding strategies, audience signals, conversion tracking, and brand safety which seem to be key areas of concern for many advertisers.
This approach shows Google’s goal of improving PMAX to make it easier to use while still keeping its focus on automation.
Check back regularly for new FAQ updates here.
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