Performance Max or Search Campaigns: Which Should You Use in Google Ads?

When you create a campaign, Google Ads often recommends Performance Max. It runs your ads across all of Google's networks (Search, YouTube, Display, Gmail, Discover, Maps) and lets the algorithm decide where and to whom to show them. Search campaigns target specific queries on Google. Both have their place, just not in the same situations.

Search campaigns: control

• You choose keywords, ads and landing pages.
• You see the actual search terms and can exclude the wrong ones.
• Ideal for service businesses, quote requests and limited budgets.

Performance Max: automation

• Google uses your assets (text, images, videos, product feeds) to build and serve ads everywhere.
• Very effective for e-commerce with a Merchant Center feed, when conversions are tracked well.
• Less visibility and control over where the budget goes.

How to choose

Choose Search if…

• you sell a service and want calls or quote requests;
• your budget is limited and every click must be qualified;
• you're starting out with no conversion history yet.

Consider Performance Max if…

• you run an online store with a product catalogue;
• conversion tracking (ideally with values) is reliable;
• you have good images and videos;
• you have enough volume for the algorithm to learn.

The most common combination

Many strong accounts use both: Search campaigns for high-intent queries (your brand, your main services) and a Performance Max campaign to extend reach, especially in e-commerce. The key is tracking each campaign's results separately.

We run your campaigns

We choose campaign types based on your goals and data, not automatic recommendations. See our SEO & Google Ads service and our article on the costliest Google Ads mistakes.