Google Ads: Search vs Performance Max
The difference between Google's Search, Display and Performance Max campaigns, and when to use each.
Google Ads offers several campaign types. Snifferdog mainly uses three: Search, Display and Performance Max.
Search
Text ads that appear on Google when people search for words related to your business. You choose the keywords. Great for capturing people already looking for what you sell.
Display
Image ads shown across millions of websites and apps in Google's Display Network. Good for awareness and reminding people who've visited your site.
Performance Max
One campaign that runs across all of Google's channels: Search, YouTube, Display, Discover, Gmail and Maps. Instead of choosing keywords and placements, you provide assets (headlines, images, videos) in asset groups, and Google's AI decides where and to whom to show them, based on your conversion goals.
Which is right?
- Want control over exactly which searches you appear for? Search.
- Want broad reach across Google with less manual setup? Performance Max, ideally with solid conversion tracking.
Read more: Google's guides, Choose the right campaign type and About Performance Max campaigns.