Powerful when fed · wasteful when empty
Performance Max Campaigns
Performance Max hands targeting to Google across every surface at once. On an account with clean conversion data that is an advantage. On an account without it, it is an expensive way to guess.
The method
When Performance Max works, and when it burns
It is neither a shortcut nor a trap. It is a multiplier — of whatever signal you give it.
- 01It needs signalThe campaign optimises toward the conversions you report. Poor or missing conversion data produces confident optimisation toward the wrong thing.
- 02It is opaque by designFar less visibility into placement and query than search. That is tolerable when conversions are trustworthy, and dangerous when they are not.
- 03It cannibalisesLeft unbounded it absorbs brand and existing search traffic and reports it as new. Structure decides whether it adds or relabels.
- 04Assets carry itText, image and video quality determine where it can show. Thin assets restrict it to the cheapest placements.
What we do
How we run Performance Max
Tracking first
No Performance Max campaign launches on an account with unverified conversions.
Brand exclusions
So it cannot absorb traffic you already own and report it as incremental.
Asset groups by theme
Not one group holding everything, which flattens relevance.
Feed integration
For stores, the product feed drives it as much as the assets do.
Search campaign kept
Running alongside, so high-intent terms stay under explicit control.
Value-based bidding
Where order value varies, so it optimises toward margin.
Placement review
What visibility exists is reviewed, not ignored because it is limited.
Staged budget
Introduced gradually rather than switched on at full spend.
The difference
A shortcut, or a multiplier?
The same campaign type produces opposite outcomes depending on what came before it.
Launched first
- Started before search, because it promises to handle everything.
- Running on a single unverified conversion action.
- No brand exclusion, so existing demand is absorbed and reported as new.
- Judged on total conversions, which include the ones you would have had anyway.
Launched after
- Introduced once search is stable and conversions are verified.
- Brand traffic excluded, so what it reports is genuinely incremental.
- Asset groups themed, and a search campaign retained alongside.
- Judged on incremental result, not on the total it claims.
We are asked for this campaign type more than any other, and we decline it more than any other — because on an unmeasured account it produces the most convincing wrong answer available.
Terms
What we control
In numbers
What this service looks like in practice
Questions
What gets asked about Performance Max
Should I replace my search campaigns with it?
No. Search keeps explicit control over your highest-intent traffic. Performance Max extends reach beyond it — it does not replace it.
Why does it look so good in reporting?
Often because it absorbs brand and existing demand and reports it as its own. Brand exclusions and an incrementality view are what separate the real number from the claimed one.
What do I need before starting?
Verified conversion tracking, a stable search campaign, and assets worth showing. Missing any of the three, we advise waiting.
Can I see which keywords it used?
Far less than in search, by design. That is tolerable when your conversion data is trustworthy and dangerous when it is not — which is why we verify tracking before launching it.
Will it cannibalise my search campaigns?
Without brand exclusions, yes — and it will report the absorbed traffic as its own. With them, what it reports is closer to genuinely incremental.
How long before it stabilises?
Four to six weeks on a fed account. On an account without clean conversion data it never stabilises; it simply optimises confidently toward the wrong thing.
How we work — in writing
Four clauses that govern every engagement
Signed into a formal contract, and applied across all seven markets.
Full terms- Account
- Our accounts, not yours — and we never look inside yours.
- Payment
- Your card is linked to the account, and Google the click costs.
- Oversight
- Temporary read access to verify spend and performance.
- Fees
- From 7,500 SAR a month, or the equivalent in your own currency.
Start
Discuss Performance Max
Thirty minutes reviewing your market and your competitors, then a written proposal with scope and fees. No access to your account, and no commitment.
New Cairo, Egypt
Saudi Arabia · Egypt · UAE · Kuwait · Qatar · Bahrain · Oman