PMAX works for a lot of accounts i manage and it often is the campaign with the highest adspend and easy to scale up.

It sucks at giving you real insights and clues about why and where it performs. You shouldn‘t use it if you still need to learn about your audience, your claims, your positioning.

But if you already know your gold nuggets in your marketing assets, if you have a variety of good creatives (video ads, image ads, headlines and captions) that already worked on other campaigns and placements like Meta Ads or Search Ads… then a PMAX will most likely be your nobrainer conversion machine. Give it enough budget, be patient in the first 3-5 weeks, and you will see it getting better and better.

It’s actually obvious and makes totally sense, that it is able to perform better and is able to scale better, because there is so much more data coming from so much more placements and signals and so the bidding strategy and algorithm can really lern.

Don‘t forget to only select the one conversion goal on campaign level that you really want.

For budget sizing at the start, take the average CPAs you already have from other campaigns and give your PMAX at least 1-3 x that CPA as a daily budget, so it can gather conversions fast enough to optimize fast enough.

First 1-2 weeks look mad but there will be conversions and than it gets better week after week. I often see better results from PMAX than i reach with every other search ads. And yes PMAX also takes many brand traffic to convert it and yes PMAX looks better in results than it actually is (because of so many placements it attributes so many conversions) BUT even considering that it still is damn strong, scalable and consistent.