If you’re looking to advertise your business on Google, you’ll have to make a choice between Google Search Ads and Performance Max campaigns. Both of these campaigns can do wonders for your business, but it’s important to understand the key differences between them to select the one that’s best suited for your business goals.


Google Search Ads are the most common type of ads that you see when you search for something on Google. These ads appear at the top of the search results and are marked as “Ad”. You can create your search ads by bidding on specific keywords that your target audience is likely to use when searching for products or services related to your business. Whenever someone clicks on your Google Search Ad, you’ll have to pay a small fee to Google, which is known as Cost Per Click (CPC).

On the other hand, Performance Max campaigns provide a broader reach than regular Google Search Ads. With Performance Max campaigns, you can create ads that appear across multiple channels such as YouTube, Gmail, Google Discover, and even on websites outside of Google’s network. This allows you to reach a wider audience and create a more holistic marketing strategy. Performance Max campaigns use machine learning to optimise your ads for conversions, which means you’ll be targeting people who are most likely to take a desired action on your website, such as making a purchase or filling out a lead form.

According to a recent study by Merkle, Performance Max campaigns on average are showing a 30% higher conversion rate and a 64% uplift in total revenue compared to standard Google Search campaigns. Moreover, as the data suggests, Performance Max campaigns can lead to an increase in website traffic, revenue, conversions, and return on ad spend (ROAS).
Both Google Search Ads and Performance Max campaigns can be effective for your business depending on your advertising goals. If your goal is to drive conversions and revenue, then Performance Max campaigns are the way to go. However, if your goal is to drive website traffic and brand awareness, then Google Search Ads can be a good option for you.

If you’re unsure which campaign will work best for you, consider speaking to a PPC and Paid Social expert, like Belmore Digital, to discuss your options further.