Have you heard of Performance Max campaigns? You probably have.

Google has started to move away from SMART campaigns and is now upgrading them to Performance Max (hereafter referred to as PMax). In a nutshell, it’s a further upgrade of standard Google Shopping campaigns with new ad formats.

Namely, PMax will be shown classically in Google Shopping and Google Display Network (display), and the new ads will also go to Search, YouTube, Gmail and Discovery. You might be scared of this ad format at first – we at Tanganica had it at first too, but we started testing it gradually. After spending millions in Google Ads and months of testing, we bring you this summary to give you an idea of how PMax performs against standard campaigns and answer common questions.