Performance Max

Demand Gen vs Performance Max: Where Your Budget Actually Goes

Performance Max flatters your reporting. Demand Gen challenges your patience. Here is how to use both with clear commercial roles instead of letting Google decide.

When to Override Smart Bidding: 7 Scenarios Where Manual Control Outperforms Algorithms

Smart Bidding is powerful. It is also blind to commercial context. Here are seven specific scenarios where manual intervention outperforms algorithmic optimisation.

Performance Max Asset Group Dilution: The Hidden Waste Eating Your Budget

Your PMax campaigns look efficient on the surface. But asset group dilution is silently funnelling budget to low-value surfaces while hiding the evidence.

New SKU Starvation: Why Performance Max Ignores Your Product Launches

PMax loves proven products. New launches get starved of spend. Here's the visibility trap and how to escape it.

Inherited an "Okay" Google Ads Account? Here's How to Tell If It's Actually Broken

A teardown checklist for CMOs who've walked into a Google Ads account that looks fine on the surface but feels wrong underneath.

Google Shopping vs Performance Max: Which Should Lead Your 2026 Strategy?

The "PMax or Shopping" debate misses the point. Here's how to structure both for maximum profit.

Why Pausing Your Google Ads Over Christmas Costs More Than You Think

The instinct to pause campaigns during the holiday break often destroys January performance. Here's what the data actually shows.

The Hidden Cost of Set and Forget Performance Max

Performance Max promises automation. What it actually delivers without active management is slow, invisible profit erosion.

2026 Predictions: Where Ecommerce Ad Spend is Heading

AI-driven shopping, CSS margin compression, and the death of lazy Performance Max. Here's what we expect to shape ecommerce advertising in the year ahead.

Performance Max Is Not Autopilot: Why Letting Algorithms Fly Your Budget Is Dangerous

Performance Max makes decisions you can't see, optimising for targets that may not align with your business. Here's why that's dangerous and what to do about it.

Three Things We Learned This Month Running Ecommerce PPC

What contradicted expectations during peak, what looked good but won't hold in January, and what "worked" only because of seasonal distortion.

Why Q4 PPC Performance Is a Terrible Baseline for January Decisions

Q4 inflates every metric through demand, auction dynamics, brand bias, and PMAX signal density. Using it as a baseline for January guarantees disappointment.

The Signals Performance Max Optimises That You Never See

Performance Max uses signals you never see to make decisions you can't evaluate. Here's what's happening beneath the dashboard and how to infer what matters.

When Automation Becomes a Risk, Not a Lever

Automation accelerates whatever it's given. Point it at good structure, it accelerates success. Point it at broken foundations, it accelerates waste.

When Automation Becomes a Risk, Not a Lever

Automation amplifies what it is given. When inputs are clean and goals are clear, it is a lever. When they are not, it becomes a risk.

Why Performance Max Makes Bad Accounts Look Average

PMAX can improve struggling accounts just enough to prevent the harder structural work from happening. Modest gains can mask the real ceiling.

Why High AOV Fashion Brands Break First in Performance Max

High AOV fashion brands often struggle in Performance Max despite having margin headroom. Lower conversion volume, higher return rates, and variant fragmentation create structural challenges.

How PMAX Can Inflate Conversion Volume While Killing Margin

Performance Max is remarkably good at finding conversion volume. But without margin signals, it has no way to distinguish between a profitable sale and one that costs you money.

The Lie Google Tells About Shopping Performance

Google's default Shopping metrics make you feel good about performance. But ROAS doesn't equal profit. Here's the uncomfortable truth about how performance is really measured.

The Hidden Risk of Letting Google Ads Optimise for You

When you hand control to Google's algorithms, you're not removing risk: you're hiding it. The consequences show up later, and they're often severe.

Performance Max Not Working? Here's What's Actually Wrong

PMAX promised automation and scale. Instead you got opacity and declining results. Here's what's happening inside the black box.

The Dirty Secret of Performance Max for SKU-Heavy Brands

Performance Max flattens intent, rewards average products, and punishes nuance. Here's why your results feel mushy and what to do about it.

Why Google Keeps Pushing Spend to the Wrong Products

Google's algorithms optimise for conversions, not profit. Here's why your best margins are being starved while your worst performers feast.

The Working Capital Cost of Performance Max

Performance Max optimises for conversions, not cash flow.

The Asset Group Dilution Problem: How PMax Spreads Budget Across Low-Intent Placements

How Performance Max spreads your budget across low-intent placements and what to do about it. Understanding where your spend actually goes.

Performance Max and Agentic Commerce: The End of Traditional Product Discovery

Performance Max already abstracts control. Agentic commerce abstracts the entire shopping journey. Here's what ecommerce brands need to understand.

The Dirty Secret of Performance Max

Performance Max campaigns are Google's black box. Here's what the opacity hides, and why it matters for your bottom line.