Performance Max has split the room. On one side, marketers praise its automation and scale. On the other, critics argue it lacks transparency, control, and meaningful insight.

But maybe the problem isn’t the platform. Maybe it’s how we’re approaching it.

Instead of asking whether Performance Max is good or bad, the smarter move might be to reframe the question:
How can it work best for your goals, your data, and your brand?

Here’s why treating Performance Max as black-and-white might be holding advertisers back—and what to consider instead.

The Trouble with Binary Thinking in Advertising

Digital marketing is full of strong opinions. Every new tool seems to spark a debate about whether we should fully embrace or avoid it.

But the reality is rarely that simple. Platforms evolve. Results vary. Strategies depend on goals, budget, and context.

Performance Max isn’t universally perfect or broken. It’s a tool. Whether it helps or hurts depends on how you use it—and how well it fits into your broader marketing mix.

When advertisers treat it as an “all or nothing” decision, they risk missing out on the middle ground where real optimisation happens.

What Performance Max Actually Offers (and Why It’s Confusing)

Performance Max promises to simplify ad management by automating bidding, creative, placements, and targeting across all of Google’s networks.

In theory, this means better efficiency and reach with less manual work. But in practice, many advertisers feel frustrated by:

• A lack of transparency around where ads run
• Limited audience targeting control
• Sparse reporting insights
• The difficulty of testing and comparing results

These issues are real. But so is the potential value, especially for brands that use it strategically instead of blindly.

Moving Beyond “Love It or Leave It”

So how do you make Performance Max work for your business without falling into the “for or against” trap?

Start with clear expectations

Performance Max isn’t designed to give you full control. It’s built for scale and automation. If you need precise placements, it may not be the best tool. But if you’re looking for reach and volume, it could complement your strategy well.

Feed it strong creative and data

The more you give the algorithm to work with, the better it performs. Provide high-quality creative assets, strong conversion data, and well-defined goals. Use asset groups wisely to maintain some structure within the campaign.

Don’t replace your entire strategy

Performance Max isn’t a one-size-fits-all replacement for search or shopping campaigns. Think of it as an extra layer. Run it alongside other campaign types, monitor the overlap, and adjust based on performance, not opinion.

Use brand exclusions and audience signals

While Google limits direct control, you can still guide the system. Exclude branded search terms if needed. Add custom audience signals to steer targeting. Use these levers to protect efficiency and quality.

What the Smarter Advertisers Are Doing

Leading advertisers aren’t picking sides. They’re testing.

They’re segmenting campaigns. Comparing lift. Analysing overlap between Performance Max and other channels. Feeding better data back into the system. And adapting when things change.

This approach takes more effort than simply choosing to love or hate the platform. But it leads to more useful insights—and better long-term performance.

Performance Max Isn’t the Problem—Our Thinking Might Be

It’s easy to argue for or against a tool. It’s harder to evaluate it objectively, define where it fits, and adjust your strategy to make the most of it.

Performance Max won’t suit every campaign. It has limitations, and it’s not always easy to manage. But with the right expectations, inputs, and analysis, it can be a powerful part of a broader paid strategy.

So instead of picking a side, start asking better questions.

Not “should I use it?”
But “how can I use it better?”