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Questions regarding PMAX vs. Shopping campaigns
Posted by on November 25, 2025 at 12:49 amHi everyone, I run a fashion brand and we primarily use Meta for our PPC. We historically also have tried PMAX, and in theory, our brand is set up in a way that should do well — what we sell, visual ad catalogues, etc.
In my first 6 months last year, our PMAX campaign was showing a 4+ ROAS. We run post-purchase surveys, and we found that the vast majority of these purchases were actually being driven my Meta. So it looked like Google wasn't bringing us many new customers but loved taking credit.
I'm trying again this year. Are there any pointers of setting up campaigns in Google to actually be it's own standalone generator of customers and sales? I started a PMAX campaign again, fresh, but again I'm seeing it attribute credit from Meta purchases. Are people liking and finding success with PMAX? Or should I start with Shopping Campaigns as a fashion brand to build a real engine with Google?
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1 Reply
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One question would be if your advertising revenue dropped when you stopped PMAX and only ran on Meta. If google + meta generated more purchases than it would have otherwise, then google was integral to generating those purchases.
If the funnel is such that they are just googling your brand after seeing you on meta, then you can exclude your brand terms on pmax.
If they are going to the site off the meta ad, then googling you later, you could first define an audience in GA4 of traffic coming from facebook ads and then add that as an audience exclusion list at the account level to affect all campaigns. Pmax won’t allow you to exclude them from its own controls.
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