Performance Max (PMax) in Google Ads is a goal-based campaign type that uses automation to find more converting customers across all of Google’s advertising channels. As of December 2025, it functions by leveraging machine learning to optimise bids and ad placements, aiming to maximise conversion value within a specified budget.
Currently, PMax campaigns in Australia utilise all Google Ads inventory – Search, Display, YouTube, Discover, Gmail, and Maps – from a single campaign. In 2026, the system now includes enhanced audience signals, allowing marketers to provide first-party data (customer lists, website visitor segments) to improve targeting. It also integrates with Centre Stage, automatically generating responsive video ads from assets uploaded to your Merchant Centre feed. The platform’s automation extends to creative testing, with Google dynamically combining assets to create numerous ad variations. Reporting in December 2025 provides insights into channel performance, but attribution remains largely automated. Availability and features are consistent across Australia, adhering to Australian Consumer Law regarding advertising transparency.
Essentially, Performance Max operates as a fully automated system that distributes your advertising spend across Google’s network, using machine learning to optimise for conversions based on your defined goals.
