PMAX vs. Smart Shopping in 2025: Which Is Better for UK Retailers?

PMAX vs. Smart Shopping in 2025: Which Is Better for UK Retailers?

There’s no skirting around it. Google’s switch from Smart Shopping to Performance Max (PMAX) shook up the UK ecommerce community. I’ve watched first-hand as brands scrambled to adapt, reminiscing about the simplicity and control they enjoyed before 2023. Let’s get right to it: is Performance Max living up to its promise for UK retailers in 2025, or do we still miss the days of Smart Shopping?

Key Differences Between PMAX and Smart Shopping

When Smart Shopping was active, UK retailers got used to its channel-specific focus. It pushed ads primarily onto Shopping and Display, sticking to tried-and-true paths for ecommerce sales. Performance Max, on the other hand, is a different animal altogether. By the middle of 2023, PMAX was handling placements across Search, Shopping, Display, YouTube, Discover, Maps. You name it. This seemed ambitious, but it came with a price: less granular control.

Here’s a quick breakdown:
– Smart Shopping: Prioritised Google Shopping and Display. Heavy optimisation for sales. Limited channel spread but greater predictability.
– Performance Max: Rolls every Google Ads channel into one campaign. Broader reach, more creative formats, and heavy automation. Analytics can feel like a black box, making it trickier for seasoned advertisers to see what’s moving the needle.

For many UK businesses, Smart Shopping felt tailored. Performance Max feels like it’s trying to do everything, sometimes at the expense of that personal touch.

Benefits and Limitations of Performance Max for UK Ecommerce Brands

Experience has shown me that the reach of PMAX is genuinely impressive. When I teamed up with a Yorkshire-based fashion retailer last quarter, their ads started turning up in places we’d never targeted before, such as YouTube Shorts and Maps, leading to increased brand exposure.

Key Advantages:

• Unified reporting and outbound across Shopping, Display, Search, and more.
• Harnesses Google’s AI for bidding, creative, and targeting.
• Fast to scale creative for product launches or high-traffic periods like Black Friday.

Big Drawbacks:

• Less visibility into specifics. Where budget is actually going isn’t always clear.
• Hands-off automation can mean wasted spend if your data isn’t set up perfectly (this stings smaller brands).
• Results can be patchy for brands with low conversion data, where the machine learning doesn’t have enough to chew on.

Despite the automation hype, UK brands needing tighter control can find PMAX frustrating. Several local clients have asked if they can “just have Shopping again”. They can’t, but with the right approach, they can get close.

How to Replicate Smart Shopping’s Success Using PMAX

No one wants to start from scratch. If Smart Shopping was working for your shop, you’ll want to set up PMAX campaigns as close as humanly possible to your previous setup. Here’s what’s worked for my UK clients:

• Use asset groups thoughtfully: Think of asset groups like Smart Shopping’s product groups. Split by brand or collection, mirroring your best structure from the old campaigns.
• Leverage smart bidding, but monitor closely: Keep ROAS targets sensible based on past data. Watch for wild swings, especially when sales volume is low.
• List products carefully: Break out your bestsellers separately to ensure they aren’t cannibalised by underperformers.
• Customise creative assets: What sells in the UK often doesn’t match what works in the States. Use local lingo and current trends—“next-day delivery across the UK” lands better than generic promises.
• Stay on top of reports: PMAX hides a lot, but you can still use Insights to find which products are driving sales.

Bringing order to the chaos is possible when you build on your Smart Shopping experience and don’t let automation take the wheel entirely.

Ad Creative Dos and Don’ts for UK Retailers in 2025

Cutting through with the right creative is more important than ever. Automation doesn’t mean you can get lazy about messaging. Quite the opposite. Here’s what stands out based on current campaigns:

Do:

• Use headlines that speak to UK-specific pain points. Fast shipping, local returns, and endorsements from well-known British publications make a difference.
• Mix static product images with lifestyle shots reflecting real UK weather, homes, and situations (brollies on the doorstep, anyone?).
• Keep copy tight and straight to the point. The UK audience has little patience for exaggeration.

Don’t:

• Rely on generic international buzzwords or marketing fluff that feels out of place in the UK market.
• Ignore seasonal relevance. Remember, the British summer can be over in a weekend.
• Overcomplicate your creative setup. Clear, well-organised asset groups drive better results with PMAX.

I’ve also noticed that asset fatigue sets in fast. UK consumers are sharp. They’ll spot stale creative after a couple of weeks. Refreshing ads every month, at minimum, is now a rule of thumb.

When Should UK Retailers Supplement PMAX with Other PPC Formats?

You might wonder if PMAX is enough by itself. For brands watching every quid, it can be tempting to go all-in. Based on data and day-to-day management, this isn’t always the best move.

Here are situations where branching out pays dividends:
– High CPC environments: If your target ROAS is fighting with rising costs on PMAX, running standard Search alongside lets you tailor budgets.
– Product launches or flash sales: Discovery and YouTube-only campaigns offer extra reach when PMAX can’t move quickly enough.
– Negative keyword management: If PMAX spends too freely, carve out high-value segments with standalone Search or Shopping campaigns (those still running for some accounts in 2025).
– Brand control: Keep a branded Search campaign ticking over so you’re always showing above aggregators or competitors on your core terms.

Simply put, PMAX works best as part of a broader PPC plan. When you notice PMAX chewing up budget without the returns, don’t be shy about using manual campaigns as a safety net.

Wrapping Up: What Should UK Retailers Do in 2025?

The arrival of Performance Max wasn’t a gentle nudge. It was a complete overhaul. Retailers looking for sustainable, profitable growth in 2025 should master the nuances of PMAX, but shouldn’t be afraid to use other formats to balance control, cost, and customisation.

After dozens of hands-on UK campaigns, my advice is simple: treat PMAX as a powerful tool, not a set-and-forget solution. Stay proactive, keep creatives fresh, and supplement its power with proven PPC strategies when needed.

Ready to make PMAX work for your brand? Take a closer look at your account structure this week and test some of the tweaks above. There’s never been a better time to turn automation into ROI.

Frequently Asked Questions

What’s the main reason Smart Shopping was retired in the UK?

Google phased out Smart Shopping to streamline campaign management and give advertisers access to every Google channel from a single campaign. While this unification offers broader reach, it means granular control and transparency have been reduced.

Is Performance Max suitable for smaller UK ecommerce brands?

PMAX can deliver value for small brands, but results depend on having enough conversions each month for machine learning to optimise effectively. Brands with limited data or niche products might find standard Shopping or Search campaigns more predictable.

How can I tell if PMAX is wasting budget?

Look for signs like broad, irrelevant placements, spikes in cost without a corresponding uplift in sales, or drops in ROAS. Use the Insights tab and compare against historical Smart Shopping benchmarks to keep spend efficient.

Can I still use negative keywords in Performance Max campaigns?

Direct negative keywords aren’t supported in the same way as before, but account-level negatives and some exclusion controls are available. Most UK advertisers now use campaign segmentation and asset groups to manage unwanted placements.

Should I run traditional Shopping or Search campaigns alongside PMAX?

Yes, running these alongside PMAX can help you keep costs in check, maintain control over high-value search terms, and support campaigns during seasonal peaks or promotional periods. Many top-performing UK retailers integrate multiple formats for best results.