To maximise ad spend in Google Performance Max (PMax) campaigns, focus on strategies that increase your campaign’s ability to efficiently scale while maintaining or improving performance. Here are the most effective steps:
Increase Campaign Budget:
The simplest way to spend more is to raise your daily or monthly budget in the campaign settings. PMax will automatically allocate this increased budget across Google’s channels to maximise conversions or conversion value based on your chosen bidding strategy.
Choose the Right Bidding Strategy:
Select “Maximise Conversions” or “Maximise Conversion Value” as your bidding strategy. If you want to drive more spend and volume, avoid setting restrictive target CPA or target ROAS limits at first. This allows Google’s AI to bid more aggressively and spend your budget faster.
Expand Targeting and Asset Coverage:
Add more locations, languages, and audience signals to broaden your reach. Upload a wide variety of creative assets (images, videos, headlines, descriptions) to ensure your ads can appear in more formats and placements across all Google channels.
Remove or Loosen Exclusions:
Review and minimise negative keywords, product exclusions, or audience restrictions that could be limiting spend. Only exclude items that are truly unprofitable or irrelevant.
Leverage New Customer Acquisition Bidding:
If available, enable the new customer acquisition setting, which allows PMax to bid higher for new customers, increasing spend potential.
Monitor and Optimise Regularly:
Use Google’s automated insights to identify underperforming segments and reallocate budget or assets as needed. Adjust your campaign structure, asset groups, or feed to further unlock spend.
Allow for Learning Periods:
Avoid making frequent changes. Give the campaign time to learn and optimise with the increased budget and expanded settings.
For more information on how adaptive AI tools can help maximise your ad spend, read more about our solutions or speak to our team.