Performance Max (PMax) campaigns are one of Google’s most automated—and misunderstood—campaign types. They’re designed to use Google’s full inventory and machine learning to find conversions across Search, Display, YouTube, and beyond.
But here’s the catch: PMax is only as effective as the signals you feed it, and there are graduating methods to get the most out of your data and performance.
Let’s break down how to evolve your targeting from good to better, to best, for sustained growth and stronger ROAS.
Good: Use Search Themes
If you’re relying solely on Google’s default broad targeting, you’re handing full control to automation—and that rarely ends well for precision or profitability.
Start by using Google’s Search Themes. These provide Google’s AI with directional context about your ideal customer, ensuring your ads appear in the most relevant searches rather than in any other context.
Example:
A pet supplements retailer could use search themes like “joint support for dogs” or “natural pet vitamins” to train PMax toward intent-driven queries instead of wasting impressions on general “pet products.”
Better: Layer In Google’s Pre-Built Audiences
Once you’ve added Search Themes, level up your targeting by incorporating Google’s own audience segments—specifically, In-Market and Life Event audiences.
In-Market Audiences:
Users who are actively researching or comparing options for products similar to yours.
Life Event Audiences:
Users undergoing key milestones that signal buying behavior (e.g., “moving,” “getting married,” or “starting a business”).
Example:
For a home renovation advertiser, targeting “in-market for home improvement” or “recent home buyers” can help PMax focus its learning phase on high-conversion clusters.
Best: Leverage Custom Audiences from GA4 Data
The best PMax targeting strategies leverage first-party data, specifically custom audiences built in Google Analytics 4 (GA4).
Why? Because GA4 data reflects your customer behavior, not generic Google signals. It’s a direct line to people who’ve shown meaningful engagement with your brand—visited key pages, initiated checkout, or converted recently.
Example:
If your GA4 includes segments like “Viewed Pricing Page” or “Added to Cart but Didn’t Purchase,” push those audiences into your PMax campaign. Google’s AI will use them to train its model on what high-value actions look like, then find more users who behave similarly.
Adding Users to GA4
This blog provides step-by-step instructions for adding users to Google Analytics 4 so you can collaborate confidently while keeping your account secure.
Learn MorePro Tip: Connect Conversion Data Back to CRM
In addition to the targeting options above, connected CRMs push data back into Google Ads for enhanced conversions. For example, if you have a HubSpot CRM, you can have Sales Qualified Lead (SQL) data pushed back to Google Ads for optimizations rather than all conversions.
This allows Google’s bidding algorithm to optimize for deals or qualified leads—not just form fills. The result? Smarter bidding, less wasted budget, and higher downstream ROI.
Example:
If a lead from your PMax campaign converts into revenue within 30 days, that data can be fed back into Google Ads. The system then prioritizes similar users who convert into paying customers—not tire-kickers.
Wrapping It Up
For Google advertisers, the difference between good and great PMax campaigns isn’t budget—it’s signal quality.
- Good: Use Search Themes to guide Google.
- Better: Add In-Market & Life Event audiences for intent layering.
- Best: Use GA4 custom audiences (and CRM imports) for precise, data-backed targeting.
The stronger the signal, the smarter the automation—and the faster you can scale efficiently.
For a deeper dive into optimizing your ad spend through professional Pay-Per-Click Management, our team at Logical Position can take your Performance Max campaigns to the next level. If you need help connecting the dots between automation, analytics, and real account growth, reach out for a free review.
