Struggling to get the most out of Google’s Performance Max campaigns? You’re not alone. Many brands have found it frustrating to control performance, optimize spend, and scale results. But the good news? PMax has evolved—when done right, it can be one of the most powerful tools for ecommerce growth.
In our recent webinar, “Master Google and Bing’s PMax,” Laura Peterson, Managing Director, and Logan Durant, VP of Paid Media Strategy, shared real-world examples and expert strategies for maximizing PMax campaigns.
This guide breaks down their insights into clear, actionable steps so you can get better results from your ads—without the guesswork.
Google launched PMax to simplify campaign management across multiple ad channels, but at first, it lacked transparency. Logan Durant summed it up, “When it first came out, it was extremely black box… there was very little reporting.”
Since then, Google has rolled out major updates to give advertisers more control. Today, AI-powered insights, automated testing, and real-time adjustments make PMax a true test-and-learn platform that helps brands refine their targeting, optimize creative, and maximize ROI.
One of the biggest mistakes brands make is letting one high-performing product dominate the campaign—also known as the “black sweater” problem.
If one best-selling item (like a black sweater) takes over, your other products don’t get enough visibility, which limits your growth.
To fix this, segment your campaigns properly:
Durant put it bluntly,”If you don’t have these labels filled out—especially with 500+ products—you don’t really have a PMax strategy.”
Pro Tip: Don’t just segment by product category. Test different audience segments (like customer demographics or purchase history) to find new opportunities.
According to Durant, “Well-organized asset groups give the right signals to Google’s algorithm to find the right user at the right time.”
Your product feed is the backbone of a successful PMax campaign. Without proper feed labeling and asset group structure, Google won’t know how to distribute your budget efficiently.
Audit Your Product Feed: Ensure all products have accurate descriptions, images, and attributes.
Laura Peterson emphasized, “Dynamically setting labels based on performance has been a game-changer.”
Pro Tip: Review your asset groups weekly or bi-weekly to catch performance issues early.
Once your feed and asset groups are dialed in, the next step is to refine your audience targeting and creative strategy.
How to Improve Audience Targeting
“Leveraging audiences is critical,” Laura explained, while Logan noted that manually adding signals gives advertisers more control over how ads are served.
Pro Tip: Always A/B test different creatives and audience segments. The best-performing ads often come from small, data-driven tweaks. .
PMax isn’t a set-it-and-forget-it tool—you need to track performance and optimize continuously to get the best results.
Key Reporting Metrics to Watch
Logan highlighted, “When you put the right levers in place, you can clearly see where your budget is going—whether it’s for new or existing customers.”
Pro Tip: Don’t wait for monthly reports—adjust campaigns in real time based on performance trends.
Apt2B, a fast-growing furniture brand, partnered with Agital to scale their marketing efforts using organic, paid search, and paid social strategies. The results?
By refining their ad targeting and creative assets, Apt2B saw sustainable, scalable growth.
Want results like Apt2B? Get a free PMax audit and start optimizing today.
DK Hardware, a large online retailer with millions of products, needed a way to stand out in a highly competitive hardware market. By optimizing their PMax campaigns, they achieved:
By leveraging feed optimization, audience signals, and dynamic creative, DK Hardware outpaced its competitors and drove serious growth.
Want to see how AI can power your campaigns? Book a free strategy session today.
PMax isn’t a plug-and-play tool—it requires continuous testing and optimization to get the best results.
If you’re looking to scale your ecommerce ads, we’re here to help.
Book a 1:1 audit session with our team to analyze your account, find opportunities, and create a strategy tailored to your business.
With the right strategy and ongoing optimization, PMax can be a game-changer for ecommerce brands. By following these expert-backed steps, you can maximize your ad performance and drive real revenue growth.
Ready to take the next step? Let’s optimize your PMax campaigns together.
