Google PMax evolves from automation to a strategic tool
Google Performance Max is already familiar to many digital marketers. But what seemed like an unpredictable black box a few years ago has quickly evolved into a transparent and strategically driven tool. In this blog, we take a look at how PMax has evolved - and why it has become the go-to solution for many marketers.
What exactly is PMax?
PMax is a type of campaign where all of Google's channels - Search, YouTube, Display, Discover, Gmail and Maps - are combined into a single campaign. The goal is to achieve the best possible results for your business through AI and automation.
The advertiser inputs the objectives, budget and ad materials - the machine learns and optimises.
Pmax evolves from an experiment to a useful one
When PMax is launched in 2021, it will replace the Smart Shopping and Local campaigns. Automation handled almost everything, but the control options were limited. For example, you couldn't add negative keywords and you couldn't get accurate reporting on campaign content.
Good and bad results were seen, but many were left with the feeling that "I don't quite know what is happening - and why." The definition of "experimentation and chaos" was quite descriptive.
Establishment and growth
In 2023, PMax became a permanent part of the Google Ads platform. E-commerce and B2B marketers used automation to drive results, with a particular focus on the role of conversion tracking. PMax started to show its claws.
2024-2025 PMax has a face and buttons
Over the past year, Google has invested in the development of Pmax. It has evolved from an automation solution as a strategic channel, which you can actually control and measure.
Here are some examples of the new features:
- The new Channel Results report tells you whether conversions (and other results) are coming from search, Shopping, Display, Discovery, Gmail or YouTube. Below is a description of two very different types of business conversion paths.
- At the time of writing 2025-09, channel results are not yet available on all ad accounts, but most of them are.
- Excluding branding and URL rules creates more control over advertising. Advertising can therefore be blocked from using content on the site that is not related to the products or services being advertised
- Search term reports are now available for all Pmax campaigns. The search terms show which searches your ads actually appear for.
- For some time now, it has been possible to set negative keywords in advertising at the campaign level and help AI to better target advertising.
What does the evolution of Pmax mean for the advertiser?
Today, advertisers have a better chance of measuring how Pmax is performing. At the same time, the advertiser has been given more opportunities to influence advertising results and steer the AI in the right direction. And results are achieved more quickly this way.
In the right hands, Pmax is an even more effective way to advertise. On the other hand, the demands for skills and systematic work are increasing. And at the same time, it is good to remember that good advertising planning and quality analytics data are still crucial for results.Would you like to see what PMax can bring to your business?
Visit Google advertising our services or ask us directly.
