Why it matters
It's Google's equivalent of handing the system more control. You provide goals, budget, assets (headlines, images, videos) and audience signals; Google decides where and when to show them.
It suits advertisers with clear conversion tracking, especially ecommerce with a product feed. Watch-outs:
- Less visibility into which placements drove results.
- Brand search. PMax can take credit for people who were already searching for you. Many advertisers check brand terms separately.
- Asset quality drives results, like with Advantage+.
Look at total results, like MER, not only the campaign's own reported numbers.
How Cosmo handles it
Cosmo can create Performance Max and Search campaigns on your own Google Ads account, created paused, with headlines, descriptions and images written from your brand kit. In the weekly review he compares campaign-reported results with your overall numbers and tells you if PMax looks like it's mostly catching brand searches.