Performance Max (PMax): Automate Google Ads Across All Channels.

Learning Outcomes

By the end of this course, participants will be able to:

1. Explain how PMax automation works and when it is appropriate vs traditional campaign types
2. Set up a PMax campaign with correct asset groups, audience signals, and search themes
3. Monitor and optimise PMax performance without losing control to automation
4. Run PMax and Search campaigns simultaneously without cannibalising each other
5. Report PMax performance accurately to clients or management with appropriate context

Course Outline

Module 1: Understand PMax Before You Use It (75 min)

• What PMax is and how its automation works across all Google channels
• When PMax is the right choice vs Search or Display
• Why many advertisers lose money with PMax — and how to avoid it
• How machine learning drives PMax decisions and what signals it relies on
• Real examples: PMax campaigns that worked vs ones that failed and why

Module 2: Set Up PMax Correctly (90 min)

• Asset groups — structure by product, service, or audience segment
• Audience signals — give Google accurate direction from the start
• Assets: headlines, descriptions, images, videos — minimum vs optimal requirements
• Final URL expansion — when to enable, when to restrict
• Budget allocation and campaign-level settings that affect automation behaviour

Module 3: Monitor & Optimise PMax (90 min)

• Asset group performance — identify what is working and what is dragging
• Search themes — how to guide PMax without overriding automation entirely
• Budget signals and conversion data — why conversion quality matters more than volume
• How to read PMax reports without being misled by aggregated data
• Placement exclusions and brand safety controls within PMax

Module 4: PMax + Search Strategy (60 min)

• How to run PMax and Search campaigns simultaneously without cannibalising
• Brand campaign protection when using PMax
• Campaign priority settings to control which campaign triggers first
• Budget split between PMax and Search — how to decide

Module 5: Reporting & Client Communication (60 min)

• How to report PMax to clients or management accurately
• Setting expectations on what PMax can and cannot control
• Building a PMax performance dashboard in Looker Studio
• When to scale, when to pause, when to restructure

Deliverable

Live PMax campaign setup with asset groups and audience signals configured + reporting dashboard