PERFORMANCE MAX FOR LOCAL BUSINESS.
Performance Max is Google's all-in-one campaign type. Here is what it does, what it needs from you, how the store goals version works for businesses with locations, and the controls to set so it doesn't spend on the wrong searches.
WHAT CHANGED RECENTLY
- Local Services Ads are moving into Google Ads — Campaign management moves under the Google Ads interface.
- Call-only ads stop in February 2027 — Google is moving advertisers to call assets on search ads.
This guide covers what stays true. The blog tracks the changes as they land.
WHAT IT IS
Google describes Performance Max as a goal-based campaign type that lets you access all Google Ads inventory, including YouTube, Display, Search, Discover, Gmail and Maps, from a single campaign.1 You supply text, images and videos, choose the conversion actions you care about, and can add an optional ROAS or CPA target.1 Google's AI then decides where and to whom the ads show.
Google positions it as a complement to keyword-based Search campaigns, not a replacement.1 If you haven't set up conversion tracking, start there: the campaign optimizes toward the conversions you choose. See track phone calls from Google.
PMAX VS SEARCH VS LSA
| Topic | Performance Max | Search campaign | Local Services Ads |
|---|---|---|---|
| Where ads show | All Google Ads inventory: YouTube, Display, Search, Discover, Gmail, Maps [1] | Google Search results | Google, with leads sent directly to you [7] |
| How you steer it | Assets, conversion goals, optional audience signals and search themes [1][3][4] | Keywords, match types, negatives [6] | Service types and areas you choose |
| How you pay | Auction, optimized to your conversion goals [1] | Auction | Per lead related to your business and services [7] |
| Control over searches | Lower; negatives and brand exclusions apply to Search and Shopping inventory [5] | High | Check Google's current help pages |
Local Services Ads are only available for certain business types and places.
STORE GOALS
Performance Max for store goals is built to give people the information they need to decide when and how to visit your stores.2 You define your locations by linking your Business Profile (or selecting affiliate locations), then provide store locations, a budget and ad assets.2
It aims to maximize in-store value and conversions using store visits, store sales and local actions, such as call clicks or direction clicks.2 Google defines local actions as local engagements like call and direction requests, and they can include clicks for directions, calls, website visits, and for some business types, orders and menu views.8
- Get your Business Profile right first. Store goals rely on it. See optimize your Business Profile.
- A click is not a customer. Direction and call clicks show intent, not a visit or a sale. Judge the campaign against real bookings and sales.
- Service-area business with no storefront? Check the current store goals help page for eligibility before you plan around it, and compare Local Services Ads.
CONTROLS TO SET
- Negative keywords. You can add negative keywords to Performance Max campaigns or your account; they apply to Search and Shopping inventory only.5 Account-level negatives apply to all Search and Shopping inventory, including Performance Max.5 See keyword match types and negative keywords.
- Brand exclusions. Available for Search and Performance Max; the campaign won't serve for queries associated with a brand you exclude.9
- Search themes. Tell Google about searches your customers use, up to 50 per asset group.4 Google gives them the same priority as phrase and broad match keywords in Search campaigns.4
- Audience signals. Optional. Google may still show ads to audiences outside your signals when it predicts a conversion.3
- Keep your Search campaign. Google says Search campaigns with an exact match keyword are prioritized over Performance Max when a query hits that exact match keyword.1
- Locations. Set location targeting as carefully as in any campaign. See Google Ads for local business.
IS IT A FIT?
- Is conversion tracking working? If not, fix that before launching. Performance Max needs conversion goals to optimize toward.1
- Do you have real images and video? The campaign runs on the assets you give it.1 Use photos and footage you own or have licensed.
- Is your budget big enough to spread? One campaign covers many channels. Size a first test from your job value: Google Ads budget.
- Do you need tight keyword control? If a few high-intent searches drive your calls, a Search campaign may be the better first step.
FAQ
Does Performance Max replace Search campaigns?
Google describes it as complementing keyword-based Search campaigns, and exact match keywords in Search take priority for matching queries.1
Can I see which searches Performance Max showed for?
Google says search terms reporting is available for all Performance Max campaigns.10 Reporting changes often, so check the current help page.
Does it help my Google Maps ranking?
No. Ads can appear on Maps, but Google says there's no way to pay for a better local ranking.11
Can you run it for us?
Yes, as part of our Google & Meta ads service, with the account in your name. We don't promise results.
SOURCES
- Google Ads Help, About Performance Max campaigns.
- Google Ads Help, About Performance Max for store goals.
- Google Ads Help, About audience signals for Performance Max campaigns.
- Google Ads Help, Use search themes with your Performance Max campaign.
- Google Ads Help, Negative keywords in Performance Max campaigns.
- Google Ads Help, About keyword matching options.
- Google Local Services Ads Help, About Local Services Ads.
- Google Ads Help, About local actions conversions.
- Google Ads Help, About brand settings for Search and Performance Max.
- Google Ads Help, Unlock more visibility and control in Performance Max.
- Google Business Profile Help, Tips to improve your local ranking on Google.
KEEP READING
BOOK A STRATEGY CALL
Wondering whether Performance Max fits your business? We will look at your tracking and goals with you on a 15-minute call.