Create Performance Max campaigns

Google Performance Max campaigns use machine learning to optimise the timing and placement of your ads and help you broaden your reach and increase your sales. All products that you have uploaded to your product feed can be advertised via a Performance Max campaign. You can easily choose a budget and create a campaign directly in your shop administration.

In order to create a Performance Max campaign, simply follow these steps:

  1. Finish the setup process as described in the article Set up Product feed & Shopping ads.
  2. Upload your products to Google as described in the article Upload your products. After the upload, your products will be presented on the Shopping tab on Google.
  3. Create your first Performance Max campaign as described in this article.

How to create a Performance Max campaign

  1. In the sidebar of the administration, navigate to Marketing → Google. Stay on the the default tab and open the third page Performance Max campaigns.
  2. Select Create a Performance Max campaign.
    A pop-up appears.
  3. Enter a name for your campaign.
  4. Set a daily budget.
    You only pay if someone clicks on one of your ads (cost-per-click). Your average daily budget specifies how much you are roughly comfortable spending each day over the month. Google will optimise your campaign spend for days of the month when you’re more likely to get clicks and conversions. This means that on some days you might not reach your average daily budget, and on other days you might exceed it.
  5. Select Create campaign.

The campaign has been created and is active. You can now monitor and evaluate it in your shop administration.

To change the daily budget, select EditIconSquare.png in the row of the respective campaign. Set the new daily budget in the pop-up and select Save.

To delete a campaign, select DeleteIconWhite.png in the row of the respective campaign. Confirm your decision by selecting Delete campaign in the pop-up. This action can not be undone. Instead of deleting your campaign, you can also pause and activate it again at any time in the Status column.


It takes about 4-6 weeks for Google’s machine learning to optimise a new campaign. Allow this time to pass before evaluating the performance to give the campaign time to adapt. Campaigns run until you pause or delete them.

How to get the most out of your Performance Max campaign

Performance Max campaigns use Google’s machine learning to optimise the timing and placement of your ads to broaden your reach and increase your sales. These additional tips can help you set your Performance Max campaign up for success.

  • Optimise your product data
    Your product data shapes the way your ads and products behave and perform across Google. For your Performance Max campaign to be as successful as possible, you’ll need to provide and maintain high-quality product data. For further information about optimising your product data, please refer to the article Tips to optimise your product data in the Google Merchant Center Help.
  • Set the right budget
    When exploring a new marketing channel, it can be tempting to start small – but an overly restrictive budget can prevent you from seeing a performance. You can change your daily budget at any time.
  • Create a seamless on-site experience
    The success of your campaign also depends on what happens after shoppers click on your ads. Build trust by ensuring your shop doesn’t include any counterfeit, false, or missing information, and consider adding customer reviews and unique selling points like fast shipping, 24/7 support, or free returns. You may also want to boost your website quality by better tailoring your product images and descriptions to your customers’ needs.


The feature set of Performance Max campaigns you create in your shop administration may slightly differ from campaigns created directly at Google.

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