Google Shopping (Performance Max)

What it actually means

Performance Max (PMax) is Google's primary shopping campaign format. It uses your Merchant Center product feed plus brand assets (logos, images, headlines) to dynamically generate ads across all Google surfaces. PMax requires conversion data to optimize — minimum 50 conversions per 30 days per asset group is recommended. Best practice: separate brand-bidding from generic into different campaigns (PMax can over-cannibalize branded search), exclude branded search terms, segment by margin tier, and use audience signals to seed the algorithm.