Google Performance Max is no longer “optional.”
In 2025, it runs the show inside Google Ads.
But let’s be honest —
Most marketers feel PMax is a black box:
Money goes in
Display & YouTube eat the budget
Conversions feel random
This newsletter breaks PMax down in simple words and shows you how to control it, not fight it.
What is PMax (In Simple Terms)?
PMax is one campaign that runs ads everywhere:
Google Search
YouTube
Display
Gmail
Discover
Maps
Instead of managing keywords manually,
👉 You guide Google’s AI using assets, data, and signals.
Think of PMax like this:
You control the inputs. Google controls the execution.
Phase 1: Setup That Makes or Breaks PMax
1️⃣ Asset Groups = Your Real Control
PMax works only if your creatives are strong.
Do this every time:
Fill all 15 headlines
Add 4–5 descriptions
Upload all image sizes (square + landscape)
Always add real videos (don’t let Google auto-create)
👉 Better assets = more chances for AI to win auctions.
2️⃣ Audience Signals = AI Shortcut
Audience signals don’t limit Google — they guide it faster.
Best signals:
Customer lists (buyers / high-quality leads)
Website visitors (pricing page, add to cart)
Custom segments (search terms + competitors)
Pro tip:
Create separate asset groups for:
New users (prospecting)
Website visitors (remarketing)
3️⃣ Search Themes = New Keywords
Search themes replace traditional keywords in PMax.
Instead of:
❌ “SEO services”
Use:
✅ “SEO services for coaching institutes in India”
Add up to 25 search themes
Use long-tail, high-intent phrases
Helps PMax find better Search traffic faster
Phase 2: Control Wasted Spend (Very Important)
4️⃣ Negative Keywords (Now Available!)
In 2025, you can finally:
Add campaign-level negative keywords
Block junk terms like:
free
jobs
course
pdf
login
👉 This alone can save 30–40% wasted spend.
5️⃣ Stop Low-Quality Display & YouTube Spend
If PMax spends too much on:
Mobile apps
Games
Random YouTube channels
Do this:
Go to Account Settings → Content Suitability
Change inventory from Standard → Limited
👉 This pushes budget back toward Search & high-intent traffic.
Phase 3: Optimization That Scales Results
6️⃣ Use Asset Ratings Properly
Check Asset Report regularly:
Low = Replace it
Best = Copy the style, message, angle
Never delete without replacing.
Your goal = Excellent Ad Strength.
7️⃣ Use Search Terms Report as Feedback
Even with automation, you must:
Add irrelevant terms as negatives
Turn converting terms into better search themes
This is how you train Google’s AI.
🤖 AI + GA4 = PMax Superpower
PMax is only as smart as your data.
Make sure GA4 tracks:
Real conversions
Conversion value
Micro actions (form start, pricing page view)
If available, use:
GA4 predictive audiences
(people likely to buy soon)
Monk’s Final Checklist
Before scaling any PMax campaign, ask:
✅ Are all asset slots filled?
✅ Are low assets replaced every 30–90 days?
✅ Are search themes long-tail and specific?
✅ Are negative keywords applied?
✅ Is content inventory set to Limited?
If yes
You’re not guessing anymore.
You’re guiding the AI.