Expanding Your Reach With Google’s Performance Max Campaigns

Apr 14

What P Max Could Mean for Your Business

At Halstead Media, we’re always looking ahead to what’s next in digital advertising—and one of the most promising tools in Google Ads right now is Performance Max (P Max). While we currently focus on high-performing Search campaigns, P Max opens the door to greater reach, automation, and flexibility across Google’s full network.

So what is it—and why does it matter for your business?

What Is Performance Max?

Performance Max is a Google Ads campaign type that runs across all Google channels—Search, Display, YouTube, Gmail, Discover, and Maps—using machine learning to optimize performance. Instead of creating separate campaigns for each network, P Max lets us manage everything in one streamlined, data-driven campaign.

Why It’s Relevant to You

As a Halstead client, here’s how P Max could impact your strategy:

Reach More Homeowners – During slower seasons, P Max can help extend your visibility through Display and YouTube—reaching potential customers earlier in their decision-making journey.
Highlight Your Best Work – With support for images and videos, it becomes possible to showcase the visual beauty of your projects across Google’s platforms—not just in text-based ads.
A New Retargeting Avenue – While we don’t currently use Search campaigns for retargeting, P Max opens up that possibility by allowing us to serve ads to past website visitors across Google’s broader network. This can help you stay top of mind with homeowners who didn’t convert right away.
Smarter Placement, Wider Reach – Both Search and P Max campaigns use Google’s smart bidding and automation to improve results, but P Max brings an additional layer: automated placements across multiple Google platforms. This gives us the flexibility to meet potential customers wherever they are—not just on Google.com.
Future-Proof Your Ads – As digital ad platforms continue shifting toward automation and multi-channel visibility, testing P Max ensures you’re not falling behind in a changing landscape.

What’s Next?

We’re keeping a close eye on how P Max evolves and how it could be applied to campaigns in our industry. While we don’t currently run image-based or multi-network ads for most clients, this technology may become an important part of strategic testing going forward.

As always, we’re here to guide you toward the best opportunities—without wasting your time or budget.

Have questions about what P Max could mean for your business? Reach out to your project manager—we’re happy to walk you through it.

Until Next Friday,

Lauren Cullnan
Director of Client Happiness and Project Management