As a small business owner, every dollar you spend on marketing counts. You’ve probably been told to invest in Google Ads to grow your reach. That’s great advice! But here’s the catch: if your “Google Ads person” is relying solely on Performance Max (PMax) campaigns and calling it a strategy, you might not have a Google Ads specialist — you have a snake oil seller.
Let’s break this down.
What Is PMax, and Why Is It Problematic for Small Businesses?
Performance Max is Google’s campaign type that uses automation to run ads across all Google properties—YouTube, Display, Search, Discover, Gmail, and Maps. On paper, it sounds fantastic. Why not leverage Google’s advanced machine learning to place ads where they’ll perform best?
The reality, though, is far murkier. Here’s why PMax might not be the golden ticket your “strategist” says it is:
1. Lack of Transparency in Ad Placement
With PMax, you have little control over where your ads show up. They could appear in low-quality display ad placements or contexts that don’t align with your brand. The lack of insight into this process means you’re essentially trusting Google to make decisions for you—and let’s be honest, Google’s primary goal is Google’s bottom line, not yours.
2. Misleading Ad Formats
Many clients assume that because PMax ads are purchased through Google Ads, they’re traditional search ads—the text-based ads that show up on the search engine results page (SERP). Not true. Most PMax ads are dynamic display ads, which are more like banner ads than the intent-driven search ads you probably expected. This confusion can lead businesses to believe they’re investing in search ads when they’re not.
3. Unclear Performance Metrics
Google’s reporting for PMax campaigns is frustratingly vague. You’ll get metrics like clicks and impressions, but they’re often bundled together across channels, making it impossible to assess which placements are driving results. Worse, much of the reporting boils down to Google saying: “Trust us—it’s working! You should spend more.”
Why This Hurts Small Businesses
As a small business, you don’t have the luxury of wasting ad spend on campaigns that don’t drive measurable results. A PMax campaign on autopilot might look good on paper, but without transparency or detailed data, how can you be sure it’s bringing in customers?
Here’s the truth: a lazy “strategist” will set up a PMax campaign, hit go, and let it run unchecked. Then, when you ask how it’s performing, they’ll point to vague metrics and call it a win. Meanwhile, you could be hemorrhaging cash on ads that aren’t reaching your ideal audience.
What You Should Look for in a Real Google Ads Strategist
A true Google Ads specialist will prioritize strategy and clarity over shortcuts. Here’s what that looks like:
- Campaigns Built with Intent
They’ll choose the right campaign type for your goals, whether it’s search, display, shopping, or video ads—not just default to PMax. - Transparency and Data-Driven Insights
You should see clear reports on where your ads are placed, how they’re performing, and what’s being done to improve them. - Ongoing Optimization
A professional doesn’t set and forget. They constantly analyze performance, test ad creatives, and refine targeting to get the best ROI for your business.
Google, Do Better
Let’s be clear: PMax isn’t inherently bad. It has its place—like large-scale campaigns with vast budgets and broad audiences. But for small businesses, it’s too often misused by “strategists” who are either uninformed or unwilling to put in the work.
Google needs to improve the transparency and usability of PMax campaigns to ensure businesses aren’t left in the dark about their ad spend. Until then, it’s up to you, the small business owner, to stay vigilant.
Don’t Let PMax Be the Easy Way Out for Your Ad Strategist
Your marketing budget is precious. Don’t let someone waste it on a lazy, opaque approach that doesn’t serve your business. Demand better. Ask questions. And if your “Google Ads person” can’t give you detailed insights or explain their strategy beyond “PMax does it all,” it might be time to find someone who can.
Because at the end of the day, you deserve more than a snake oil seller. You deserve a partner who’s invested in your success.