If there’s one thing we can all agree on in marketing, it’s that nothing stays still for long – especially when it comes to paid search. And right now, the biggest shake-up is being driven by AI. Google’s Performance Max (PMAX) campaigns are leading the charge, and whether you’re excited or sceptical, they’re impossible to ignore.
What’s actually going on with paid search?
AI has been creeping into our workflows for a while, but PMAX is where it takes centre stage. Instead of manually fine-tuning bids, creatives, or audiences, PMAX lets Google’s AI handle the optimisation, without you needing manually check for common conversion issues. That means YouTube, Search, Display, Discover, Gmail, and even Maps.
For marketing teams under pressure to do more with less, it sounds like a dream. PMAX automates the heavy lifting, constantly tweaking campaigns based on real-time performance data. But it also introduces a challenge: less visibility into how and why it’s making those decisions.
PMAX in plain terms
At its core, PMAX is a single, all-encompassing campaign that works across Google’s full ecosystem. It uses your goals—leads, sales, web traffic—to determine where to show your ads and to whom. You no longer have to split campaigns by channel or audience. PMAX figures out the best way to hit your objectives, reallocating budget and creative as it learns what works.
If your team is stretched thin or handling multiple product lines, the time-saving aspect alone is worth a look.
Why it’s catching attention
For decision-makers, PMAX is appealing because of its efficiency. It minimises the day-to-day tinkering, allowing your team to focus on higher-level strategy and brand positioning. And since it’s powered by Google’s machine learning, it adapts quickly to shifts in behaviour or performance.
You also get the benefit of rapid creative testing through generative AI, which helps reduce fatigue without needing constant manual refreshes.
But… What are you giving up?
Control and clarity. That’s the trade-off.
PMAX doesn’t provide granular data on placements, creative variations, or audience segments in the way traditional campaigns do. For teams that like to dig into the detail and optimise based on specifics, this can feel like flying blind.
And if something doesn’t perform as expected, diagnosing the issue is harder. The machine makes the calls, but it doesn’t always explain them.
Why working with a PPC specialist agency still matters
With tools like PMAX promising automation and smart optimisation, it’s fair to ask—do you still need a specialist PPC agency?
The answer: absolutely. In fact, working with the right agency can be the difference between simply running PMAX and mastering it.
Agencies bring a depth of platform knowledge, cross-account insights, and strategic oversight that’s hard to replicate in-house – especially when time and bandwidth are stretched. They don’t just press “go” on your campaigns. They monitor, interpret, and optimise using a blend of human insight and data analysis.
And while PMAX doesn’t always offer the clearest breakdowns of what’s working and why, agencies know how to read between the lines. They can extract learnings from limited data, spot performance patterns early, and apply those insights across campaigns. That’s invaluable when you’re accountable for results but juggling multiple channels and team priorities.
More importantly, a strong agency acts like an extension of your team. They’ll align with your goals, support internal reporting, and free you up to focus on broader strategy – without losing control of the day-to-day execution.
In short, PMAX may simplify campaign mechanics, but it doesn’t replace the need for expert guidance. Partnering with a skilled agency (like roar) ensures you’re making the most of your media budget, staying ahead of trends, and scaling smarter – not just faster.
The ongoing role of human marketers
Here’s the good news: AI might be steering, but it’s still only the co-pilot. PMAX is incredibly capable, but it can’t replace strategic thinking, creative judgment, or brand nuance. You still need to set the right objectives, feed in quality assets, and review performance through a strategic lens.
Is This really the end of traditional PPC?
Not quite. While PMAX is gaining ground fast, there’s still a place for more manual, granular campaign types, especially if your team relies on detailed data to inform wider marketing efforts. The likely scenario? A hybrid model, where PMAX handles high-volume or “always-on campaigns”, and traditional PPC is reserved for testing or more complex strategies/ clients.
The verdict
PMAX is changing the PPC playbook, no doubt about it. But the smartest approach isn’t to resist but to adapt.
Lean into the efficiencies it offers, while staying hands-on enough to keep your campaigns aligned with brand goals and broader strategy.
As decision-makers, your job isn’t just to run campaigns; it’s to run them well. PMAX can help you do that more efficiently, but only if you stay curious, informed, and involved.
FAQs about PMAX
1. What is Google PMAX in PPC?
Google Performance Max (PMAX) is an automated campaign type in Google Ads that uses AI to run ads across all Google platforms, optimising performance based on your goals.
2. Is PMAX better than traditional PPC campaigns?
PMAX offers broader reach and automation, while traditional PPC allows more control and transparency. The best approach often blends both.
3. How does PMAX decide where to show ads?
PMAX uses machine learning to analyse user behaviour, budget, and conversion goals to automatically choose the best placements across Google’s channels.
4. Can I still use my own creatives in PMAX?
Yes. You provide assets like images, videos, headlines, and descriptions, and PMAX uses them to build dynamic ads tailored to each placement.
5. Do I need a PPC agency to run PMAX campaigns?
If you want to optimise results a PPC agency can offer strategic insight, ongoing optimisation, and help decode limited performance data to improve ROI.
Is PMAX right for you?
Find out if you could be growing revenue with PMAX campaigns below:
