There’s no denying that AI is a useful tool, especially when it comes to paid advertising. In Google’s ad campaign options there are two terms which you may have come across - Performance Max (PMax) and AI Max.
While they sound similar, and both use AI, they mean different things. Understanding the difference between the two, why they exist, and whether you should use either can help you make a more informed decision for your next Google Ads strategy. With this in mind, let’s go through what PMax and AI Max are and which you should use for your next campaign.
Performance Max, typically referred to as PMax, is a campaign type available in Google Ads. It was one of the first tools introduced to the ads ecosystem that utilises machine learning. Although AI isn’t in the name, it uses AI extensively and has continued to develop its capabilities since its launch in 2021.
PMax is essentially a one-stop-shop for ads. With it you can run ads across all of Google’s channels, including Search (both text and shopping), YouTube, Display, Gmail, Maps, and more without having to create separate campaigns for each channel. Instead you give Google assets such as images and landing pages, then state your goals i.e. generating leads, then under one campaign Google will mix and match your assets, find the right audience, and adjust your budget based on what is likely to get you the best results.
The biggest advantage to PMax and why people chose to use it is because of its convenience and reach. The technology allows you to reach audiences you might not have thought to target and handles a lot of the work without you having to lift a finger.
Although it can save you a lot of time and effort, this method significantly limits the amount of control you have over your ads. You simply hand over your assets and Google takes care of the rest.
AI Max is different from PMax as it isn’t a campaign type, it’s a set of features and optimisations within Google’s ad campaigns.
Enabling AI Max turns on the latest AI-driven enhancements for Search. This includes:
You can include or exclude certain brand terms, landing page URLs, or locations to ensure your ads remain on-brand. And when you review your reports, Google flags when a click comes through an AI Max match.
It’s important for anyone who’s interested in Google Ads to understand the difference between the two:
Which you should use doesn't have a one-size-fits-all answer. They can be used together and there isn’t always a reason to pick one over the other.
However, both work better when there is data for them to use. Many new businesses make the mistake of thinking PMax sounds like an easy set-and-forget solution, but you need plenty of conversion data and, of course, a good selection of assets for it to work effectively.
Similarly, AI Max performs best when there is existing account data to build on. But since it focuses on expanding your reach, it may be useful to businesses that have exhausted the standard Search campaign options.
Although both tools have the ability to enhance the performance of your Google Ads with ease, they’re not ideal for beginners. When used incorrectly, they can lead to wasted budget and lacklustre results. It’s best to gain a thorough understanding of Google’s standard range of Google Ads tools and build up some conversion data first.
PMax and AI Max can be used to expand your reach and find new customers, but this technology isn’t advanced enough to run by itself just yet. If you need expert help managing your Google Ads account or using these AI tools, don’t hesitate to get in touch with us today.
