7 Proven Ways to Improve PMAX Campaign Performance Right Now

There’s nothing quite like the mix of anticipation and dread that comes with reviewing a Performance Max (PMAX) campaign the morning after an update. Especially if your ad spend resembles a runaway train while conversions stall on the tracks. After digging into countless PMAX accounts and collaborating with Google partners, I’ve seen both wild wins and frustrating flops. The good news? Optimizing for rapid, measurable improvement is possible, even as the landscape shifts with July’s latest batch of changes. Here are the seven most effective tactics I apply when I need to turn things around. Fast.

1. Structure Asset Groups by Funnel Stage and Intent

One of the biggest mistakes I see advertisers make is dumping every creative and headline into a single catch-all asset group. The output? Generic messaging, wasted budget, and a confused algorithm. Instead, structure asset groups around each funnel stage:

• Top-of-funnel: Target broader interests, educate, and spark curiosity.
• Mid-funnel: Address benefits, credibility, and feature led content.
• Bottom-of-funnel: Nail urgency, deliver offers, and focus on conversion triggers.

Pair these groups with intent-based audience segments. For example, set up an asset group targeting cart abandoners separately from casual browsers. In a recent campaign for a national retailer, this structure cut CPA by 21% in under four weeks. Simply by giving Google’s algorithm the context it craves.

2. Use Audience Signals as Your AI GPS

Audience signals aren’t just helpful. They’re essential guideposts. By feeding Google’s machine learning the right signals, you actively shape who the system targets first. Based on my most successful experiments this year, here’s what works best:

• Use recent converters, high-value customer lists, and site engagement data.
• Leverage in-market segments and custom intent audiences relevant to your offer.
• Refresh signals every few weeks using first-party data wherever possible.

I’ve seen the difference firsthand: when we layered high-intent audience signals into a multi-location fitness brand’s PMAX, their ROAS nearly doubled over the previous period. PMAX learns fast, but only if you send it in the right direction.

3. Level Up with Performance Categories and Product Feed Updates

The July PMAX update rolled out new performance categories and enhanced product feed analytics, giving advertisers richer insight into what’s driving results. Using these:

• Assign assets to newly available categories like “value,” “sustainability,” or “seasonal.”
• Optimize titles, images, and descriptions in the feed based on actual search term report trends. Don’t leave your products in generic limbo.

For ecommerce clients, fine-tuning feed information using Google’s feed recommendations improved shopping impression share within a week. The difference comes from aligning your real-time inventory and messaging with buyers’ current interests.

4. Identify and Pause Underperforming Assets Without Resetting Learning

One common nightmare: pulling the plug on underwhelming creative, only to send the whole campaign into learning-mode chaos. Here’s how I do it while keeping performance steady:

• Review the Asset Performance Report every 7 to 10 days.
• Flag anything marked “Low” for consistent underperformance.
• Replace or pause these assets one at a time. This avoids a reset of campaign learning.

Take it from bitter experience: batch edits trigger more volatility. I once paused three poor-performing headlines at once and watched a client’s CPA spike for ten days before settling. Since then, I always stagger changes, protecting hard-won learnings.

5. Let Insights and Asset Reports Guide Your Budget

Data is your best friend. If you know where to look. PMAX’s Insights and Asset Performance Reports tell you not just what’s working, but why. I recommend:

• Checking the Insights tab weekly to spot rising search themes, demographic shifts, and device data.
• Using asset ratings (“Best,” “Good,” “Low”) to move budget into the top performers.

I regularly coach teams to reallocate even small portions of budget from low to high-converting asset groups. These tweaks compound. For one B2B SaaS client, this strategy nudged their daily lead volume up nearly 30% in a single quarter, with no increase in overall spend.

6. Embrace Incrementality Testing and Negative Keyword Lists

Performance Max isn’t a “set and forget” channel. Sometimes, cannibalization of your branded search, or costly overlap with other campaigns, quietly eats up ROI. To counteract this:

• Regularly run A/B or geo-based incrementality tests. Pause PMAX in select locations or for specific products to measure true lift versus other channels.
• Make strategic use of negative keyword exclusions to prevent wasted spend on unqualified traffic.

Realistically, there are still limits to what negative keywords can do within PMAX. Google restricts certain exclusions, but progress has been steady. Every time I’ve identified overlap, refining my negative keyword list returned better margins.

7. Prioritize Creative Quality Over Quantity

It’s tempting to throw the kitchen sink at your asset library. Dozens of headlines, generic images, one-size-fits-all video. Resist this. PMAX rewards clarity, relevancy, and tailored creative. Here’s what’s worked best for me:

• Use fewer, higher-impact headlines and images. Test incrementally. Not all at once.
• Adapt visuals and text to resonate with target intent segments: different creative for first-time visitors than for repeat buyers.
• Invest in short, mobile-optimized video. These routinely outperform static creatives in click-through and conversion rates for my retail and travel clients.

Many times, saying no to mediocre assets delivered far better results than trying to do everything at once.

Wrapping Up with Real Results

PMAX campaigns have leveled the playing field. No more out-muscling the competition with just budget or brute-force bidding. Success now comes to those who fine-tune structure, feed accurate signals to machine learning, and double down on creative and data. These strategies have paid dividends for my clients and helped steady the ship through Google’s constant updates.

Optimizing PMAX isn’t about chasing every new trick. It’s about getting the basics right, again and again, and responding with real action when the data shows you the way.

Ready to see less wasted spend and a surge in conversions? Put these strategies to work. Adapt, analyze, and repeat. And watch your PMAX campaigns deliver the growth you’re after.

Frequently Asked Questions

How often should I update audience signals in my PMAX campaigns?

It’s smart to refresh your audience signals every two to four weeks. This helps the algorithm stay connected to your most relevant, high-intent prospects. Whenever your business launches new products or sees a shift in customer behavior, use that as a natural trigger to update your signals.

What’s the fastest way to spot underperforming assets in PMAX?

The Asset Performance Report is your go-to tool. Set a recurring calendar reminder to review it once a week. Look for assets rated “Low”. These usually need to be swapped out. When in doubt, test new creative for a single asset group first before replacing across your campaign.

Can I use negative keywords in Performance Max campaigns?

While PMAX offers limited negative keyword controls compared to traditional search, it is possible to exclude certain phrases through account-level negative lists or via a Google rep. The process has become more user-friendly with each platform update, but always monitor for signs of branded or irrelevant traffic sneaking through.

Should I split asset groups by product or by audience intent?

Both approaches can work, but dividing by audience intent usually delivers quicker wins, especially if your products cater to distinct buyer motivations. Structure your groups around how different prospects engage with your brand for more powerful message matching.

Is video required for PMAX, or can I run campaigns with static images only?

Video isn’t technically mandatory, but campaigns with well-edited, mobile-optimized video consistently outperform those without. Even short, punchy clips made from images often generate stronger results. If you’re pressed for resources, start with one video asset and build from there.