Choose Search campaigns when you want control over the queries you show for, and Performance Max when you have reliable conversion tracking, plenty of creative and you accept less visibility in exchange for reach across Google’s channels. Many accounts run both, with Search covering high-intent terms deliberately and Performance Max extending reach.
What the two types are
Google describes Performance Max as a goal-based campaign type that lets you access all Google Ads inventory from a single campaign: YouTube, Display, Search, Discover, Gmail and Maps. You provide assets such as text, images and video and conversion goals, and automation chooses combinations and placements.
A Search campaign shows text ads on search results, driven by keywords you choose. Match types set how closely a query must relate to a keyword: exact match offers the most steering but the fewest searches, broad match reaches the most. Negative keywords exclude searches you do not want.
Control vs automation
| Factor | Search | Performance Max |
|---|---|---|
| Targeting | Keywords and match types | Goals, audience signals and assets |
| Inventory | Search results (and optionally partners) | All Google channels |
| Creative | Text ads | Text, image and video assets |
| Control levers | Keywords, negatives, ad copy | Negative keywords, brand exclusions, search themes, channel priority, URL expansion settings |
| Learning needs | Works with modest data | Depends on conversion signals |
| Transparency | Query-level detail | Less granular |
Performance Max controls to know
Google lists campaign-level controls including negative keywords, brand exclusions, search themes, Final URL expansion settings, channel prioritisation and brand safety exclusions. Use them deliberately, and consider whether brand exclusions suit your situation, since otherwise spend may go to branded queries you would have won anyway.
A decision framework
- Is conversion tracking reliable? If not, fix it first (see measuring creative campaign performance) before either type.
- Do you need to control exact queries, for compliance or a narrow offer? Use Search.
- Do you have varied creative, including video? Performance Max benefits from it.
- Is budget small? Search lets you focus on a few terms; spreading thin across channels can dilute results.
- Do you want reach beyond search intent? Performance Max, with guardrails.
- Is the landing page strong? Both depend on it (see landing pages that convert campaign traffic).
Running both
A common pattern is to keep Search for core high-intent terms and add Performance Max once data exists. Watch for overlap, set brand exclusions deliberately, and compare results over a meaningful period rather than days. How you divide budget belongs in your wider plan; see building a digital marketing strategy.
Limitations
Google changes campaign features often, so check the help pages for current controls at the time of writing (November 2026). Automated campaigns can look good in platform reports while cannibalising other sources; check results against your own sales records.
Where Radiance Impact fits
Radiance Impact’s Growth team supports search visibility, campaigns and strategy. To discuss which structure suits your goals, contact us.
Sources
- About Performance Max campaigns, Google Ads Help
- About keyword matching options, Google Ads Help
