Beware of These 4 Pitfalls in Google’s Performance Max Automated Campaigns – 2024 Update

What inputs does Performance Max use?

Performance Max uses a variety of inputs including your ad creative, landing page experience, and historical performance data to optimize your campaigns for conversions.

Where do Performance Max ads run?

Performance Max ads can run across multiple Google properties such as Search, Display, YouTube, and Discover, reaching potential customers wherever they are online.

What could go wrong?

While Performance Max automated campaigns can be a powerful tool for driving conversions, there are several pitfalls that you need to be aware of to ensure success.

1. You give the automation incomplete goals.

One of the key pitfalls to avoid is providing Performance Max with incomplete or unclear goals. If the automation doesn’t have a clear understanding of what you want to achieve, it may not be able to optimize your campaigns effectively.

2. You supply Google with poorly optimized feeds.

Another potential pitfall is providing Google with poorly optimized feeds. Your product feeds play a crucial role in the success of your Performance Max campaigns, so it’s essential to ensure that they are structured and optimized for maximum performance.

3. You don’t leverage first-party data.

Failure to leverage first-party data is another common mistake that can hinder the performance of your automated campaigns. By utilizing your own customer data, you can provide valuable insights that can help improve the targeting and effectiveness of your ads.

4. You fail to write “helpful” ad components.

Lastly, failing to write “helpful” ad components can impact the success of your Performance Max campaigns. It’s important to ensure that your ad copy and creative are compelling and provide useful information to potential customers.


As you venture into the world of Google’s Performance Max automated campaigns, it’s important to be aware of these potential pitfalls and take steps to avoid them. By providing clear goals, optimizing your feeds, leveraging first-party data, and creating helpful ad components, you can set yourself up for success and maximize the performance of your ecommerce shop.