Google Ads Performance Max campaigns currently automate bidding and ad placement across all of Google’s advertising channels – Search, Display, YouTube, Discover, Gmail, and Maps – using AI to optimise for conversions, and are fully available to Australian businesses.

Unlike traditional Google Ads campaigns where you control placement, Performance Max campaigns require you to provide creative assets (images, videos, headlines, descriptions) and a target Cost Per Acquisition (CPA). Google’s AI then mixes and matches these assets across different channels, testing variations to find the best performing combinations. As of December 2025, the system now includes enhanced audience signals, allowing businesses to provide first-party data like customer lists and website visitor segments to further refine targeting. Recent updates in late 2025 also show improved reporting on channel contribution, giving more insight into where conversions are originating.

In 2026, Google plans to integrate more advanced machine learning models into Performance Max, potentially allowing for dynamic creative optimisation based on real-time user behaviour. Understanding that Performance Max relies heavily on AI, providing high-quality assets and accurate conversion tracking is crucial for achieving a positive return on investment in Australia.