Reply To: What is the point of PerformanceMax in Google Ads when 95% of the channel share is just Search?

[TrumpisaRussianCuck]

I typically see between 85-95% search with my clients – performance driven, value based bidding.

I imagine for accounts with no value based bidding e.g. maximise conversions, where you’re treating every conversion as the same value, combined with poor anti-spam forms, they’d see a larger amount of non search spend.

I visited Mountain View HQ at Google a couple of years ago and spoke with their Global Head of Search at the time and asked “is the plan to ultimately have Performance Max replace search” and he said for the majority of advertisers it is. He acknowledged that advanced advertisers will still try and squeeze out wins through search.

I think most advertisers (and a fair whack of agencies) aren’t ready to transition to a purely PMax play yet due to technical or business limitations or just stubbornness. That’s why Google introduced AI Max as a search only stepping stone and is launching other betas like journey aware bidding to help advertisers who don’t have the ability to build a value based bidding signal.