More control over Performance Max. No black box, just control.
PMax is powerful, but only when you actively steer it. We make sure it works with your other campaigns, not cannibalizes them.
- Active management of channel distribution and budget
- Synergy between PMax and Search campaigns
- First-party data for better targeting
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Erkend groei
FD Gazelle winnaar -
Kwaliteit
Emerce100 notering -
Specialisme
Specialisten in-house -
Omvang
Mediabudget onder beheer
Why partner with Brandfirm?
Performance Max demands daily attention. Without active management, you see strange shifts: one month sixty percent on Search, the next eighty percent toward YouTube. Our team continuously manages channel distribution, prevents cannibalization with your Search campaigns, and ensures PMax works in harmony with your full campaign structure. That's how you get the most out of it.
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Emerce 100Top 10 best digital marketing agencies -
Fonk 150Best full service agencies (medium size) -
Erasmus & nlgroeitTop 250 growth companies 2021 & 2022 -
FD Gazellen7 years in a row FD Gazellen from ’16 t/m ‘23
More control over Performance Max. No black box, just control.
These are clients we're already growing with.
How to get maximum value from Performance Max
Performance Max has a reputation as a black box. You throw budget in, Google handles the rest. But anyone who thinks that way is leaving money on the table. PMax actually provides more insight than most marketers realize: channel distribution, search terms, audience signals. The data is there. You just need to know where to look.
The real problem lies elsewhere. Without active management, PMax starts competing with your own Search campaigns. The algorithm optimizes for the easiest conversions, often people who were already searching for you. That looks great in the reports, but you're paying twice for the same customer.
The solution lies in structure. PMax needs a clear role within your total campaign ecosystem. That means: clear agreements on which audiences and search terms belong to which campaign type. First-party data plays a crucial role here. The better you feed the algorithm with customer value signals, the smarter it optimizes.
PMax can decide overnight to shift eighty percent of your budget to YouTube. Without any strategic reason. If you only find out a week later, you've burned budget on reach that doesn't convert. That's why we're on top of it every day, stepping in before things go wrong.
Our team keeps a close eye on this. Every day, for every client.
Here's how we do it in four steps
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We start with a thorough analysis of your current campaigns and account structure. Where's the overlap? Where is PMax cannibalizing your Search campaigns? Based on that, we determine what role PMax gets within your total campaign ecosystem.
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PMax is only as smart as the data you feed it. We make sure your first-party data is properly set up from audience signals and conversion values to offline conversions. That way, the algorithm learns to optimize for real customer value.
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We build your PMax campaign with clear asset groups, aligned audience signals, and a feed structure that works. No standard setup configured for your specific situation. Then we go live.
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This is where the real work begins. We monitor channel distribution daily, intervene when there are unusual budget shifts, and make sure PMax continues to work with your other campaigns. Continuous adjustments, every single day.
Still have questions? We'll keep it brief.
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No, not anymore. Google now provides insight into channel distribution, search terms, and asset performance through Channel Breakdown and Search Term Insights reports. The problem is that many advertisers don't actively use this data. At Brandfirm, we analyze these insights daily to adjust campaigns. The data is there, you just need to know where to look and how to act on it.
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By strategically setting up your account structure. Performance Max takes priority over broad and phrase match keywords in Search by default. Only exact match keywords retain priority. So make sure you have a sharp keyword strategy in your Search campaigns and exclude branded traffic from PMax. At Brandfirm, we monitor overlap daily and step in before campaigns start competing with each other.
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Because Google optimizes for the easiest conversions, not your strategy. If the algorithm thinks YouTube or Display delivers cheaper conversions, it shifts budget automatically. Without active management, you notice this only when it's too late. At Brandfirm, we check channel distribution daily and adjust through asset modifications and campaign segmentation before budget flows to underperforming channels.
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Performance Max works for both, as long as your conversion tracking is solid. For e-commerce, Google uses your product feed and transaction data. For lead generation, offline conversions and CRM integrations are crucial, so the algorithm learns which leads actually become customers. At Brandfirm, we deploy PMax for both webshops and B2B lead generation always with first-party data as the foundation.
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Essential. Audience signals in PMax are suggestions to the algorithm, not hard targeting. The more specific you feed those signals with your own customer data, the faster and smarter Google optimizes. Think customer segments based on purchase value, retention, or lead quality. At Brandfirm, we connect CRM and e-commerce data to PMax so the algorithm optimizes for real customer value, not just clicks.
