Performance Max (PMax) is Google's fully automated campaign type that runs ads across all of Google's channels simultaneously — Search, Display, YouTube, Gmail, Maps, and Discover — from a single campaign. Google's algorithms control targeting, bidding, and channel allocation. For accounting firms considering PMax, the honest answer is: not yet, and possibly not at all for most small practices. This guide explains why and what to do instead.
What Performance Max is
Performance Max campaigns replace the older Smart campaigns and consolidate all Google ad inventory into one automated campaign. You provide Google with:
- Asset groups (headlines, descriptions, images, videos).
- Audience signals (suggested audience segments to help Google learn).
- Conversion goals (the actions you want the campaign to optimise for).
Google then determines where, when, and how to show your ads across its entire network to maximise your chosen conversion goal.
Why Google recommends Performance Max so heavily
Google's own documentation and sales team push PMax as the recommended campaign type. Part of this is genuine: for large advertisers with significant conversion volume and diverse channel presence, PMax's automated optimisation can outperform manually managed campaigns.
Part of it is also that PMax gives Google more control over ad placement across its most profitable inventory. Advertisers get less visibility into where their budget is being spent and which channels are converting.
The problem with Performance Max for accounting firms
Insufficient conversion volume for effective automation. Google's algorithms require substantial conversion data to optimise effectively. Most accounting firm Google Ads accounts generate 5 to 30 conversions per month — typically form submissions and phone calls. PMax's machine learning operates best with 50+ monthly conversions. With insufficient data, the algorithm makes poor allocation decisions.
Limited transparency. PMax's reporting does not show which keywords, placements, or channels are producing conversions. You know your total spend and total conversions but cannot see which Search queries are triggering ads, which Display placements are being used, or whether budget is going to YouTube or Gmail. This makes optimisation and waste identification very difficult.
Cannibalisation of existing Search campaigns. If you run PMax alongside standard Search campaigns, PMax has priority over most Search Ad inventory for the same queries. This can cause PMax to take over queries that your well-optimised Search campaigns were already handling efficiently — potentially at higher cost.
Video and display waste. PMax allocates budget across all Google channels. Without video assets, it creates automated video ads from your images — typically of poor quality. Without careful channel exclusion, budget may flow to Display and YouTube clicks that rarely convert for professional services.
When PMax might make sense for accounting firms
The situations where PMax could add value for an accounting firm are limited:
- You have an existing, well-performing standard Search campaign with 50+ monthly conversions and want to expand reach across additional channels.
- You specifically want to run YouTube or Display Ads alongside Search and want a single campaign to manage them.
- You have a dedicated marketing resource who understands PMax reporting limitations and can interpret the limited data available.
For the majority of small accounting practices, these conditions do not apply.
What to use instead
Standard Search campaigns with manual or Target CPA bidding, tight ad group structure, and comprehensive negative keyword lists are more controllable, more transparent, and typically better performing for small accounting firm budgets.
Standard Search campaigns give you:
- Keyword-level performance data.
- Ad copy testing.
- Transparent search terms reports.
- Precise geographic targeting.
- Control over bidding by keyword, device, and time of day.
If you want to expand beyond Search, add separate Display (remarketing) campaigns and — once you have reviews and have completed verification — Google Local Services Ads. These additions give you channel diversification without surrendering the transparency that standard campaigns provide.
If you are already running PMax
If you launched a PMax campaign (often because Google's setup wizard recommends it, or because a previous Smart campaign was automatically migrated), audit it:
- Check conversion tracking: are conversions being correctly attributed?
- Review the asset report: which headlines and images are rated "Best" vs "Poor"?
- Check the Insights tab: does Google show any useful information about the audiences or search categories performing well?
- Compare CPA in PMax to your standard Search campaigns (if running both).
If PMax is producing conversions at a similar or better CPA to your Search campaigns, it may be worth keeping with careful monitoring. If it is spending budget with poor conversion results and limited transparency, switching budget to standard Search campaigns is likely better.
Key takeaways
- Performance Max is a fully automated campaign type covering all Google channels simultaneously — not recommended as a starting point for accounting firms.
- PMax requires 50+ monthly conversions to optimise effectively; most small accounting firms have insufficient conversion volume.
- Limited reporting transparency in PMax makes it difficult to identify wasted spend or optimise performance.
- Standard Search campaigns with manual or Target CPA bidding offer better transparency and control for most accounting firms.
- If already running PMax, audit performance against standard Search campaigns before deciding whether to continue.
Frequently asked questions
Can we run Performance Max and standard Search Ads at the same time?
Yes, but PMax takes priority over standard Search campaigns for overlapping queries. If your standard Search campaigns are well-optimised, adding PMax may disrupt their performance. If you test PMax, pause competing standard Search campaigns for a clean comparison.
Does Performance Max work better for larger accounting firms?
Yes, to a degree. Firms with larger lists, multiple service lines, and higher conversion volumes provide more data for PMax to optimise against. A national practice with 200+ monthly conversions is a more appropriate PMax candidate than a sole practitioner generating 10 conversions per month.
What is the difference between Performance Max and Smart campaigns?
Smart campaigns were Google's earlier simplified automated format designed for very small advertisers. Performance Max is more sophisticated, covering more channels and using more advanced machine learning. Google migrated most Smart campaigns to Performance Max in 2022. Both share the characteristic of giving Google significant control over budget allocation.
Should we use the video creation feature in Performance Max?
Only if the auto-created videos are reviewed and considered acceptable. PMax can generate video ads from your still images automatically. The quality of these auto-generated videos is often basic. If video is important to your campaign, create a proper video asset rather than relying on auto-generation.
Is it possible to exclude certain channels in Performance Max?
Limited exclusions are available: you can exclude specific placements (e.g. parked domains) and add brand exclusions. You cannot exclude entire channels (e.g. exclude YouTube entirely). This lack of channel control is one of the primary reasons PMax is less suitable for professional services advertisers who want their budget focused on Search.