Performance Max in Practice

Overview

This course provides a practical, hands-on introduction to building and managing Google’s AI-powered campaign type across all channels. It covers every stage of campaign delivery — from setup and data preparation to optimisation and scaling — showing how to make Performance Max drive measurable commercial results.

You will work directly within the Google Ads interface to create, analyse and refine campaigns in real time. The programme explores data inputs, creative asset strategy, audience signals, bidding, and performance troubleshooting, demonstrating how to ‘feed the machine’ effectively and interpret its outputs. It also covers advanced optimisation and scaling methods for both ecommerce and lead generation, equipping delegates to use PMax confidently as part of an integrated marketing strategy.

Who should attend?

For those looking to use Performance Max to plan, build and optimise AI-driven campaigns that deliver measurable results across Google channels. Participants should have a working knowledge of Google Ads to gain full benefit from the course. Those newer to campaign setup may wish to start with our PPC Google Ads course.

Learning outcomes

• Understand the principles, structure and role of Performance Max within Google Ads
• Map campaign objectives to commercial goals such as ROAS, CPL and lead generation
• Prepare campaign foundations including accurate conversion tracking, product feeds and audience signals
• Develop creative asset sets aligned to brand, message and channel requirements
• Build and configure Performance Max campaigns step by step within the Google Ads interface
• Apply best practices for budgeting, bidding and campaign structuring to achieve scalable results
• Analyse campaign data using the Insights Tab to evaluate audience, asset and product performance
• Troubleshoot common performance issues and apply iterative optimisation for stronger outcomes
• Use advanced techniques including value-based bidding, listing group segmentation and creative testing
• Integrate Performance Max into a wider marketing strategy for cross-channel efficiency and growth