Google’s Performance Max (PMax) campaigns currently utilise a fully automated bidding strategy, leveraging AI to optimise bids across all of Google’s advertising channels – Search, Display, YouTube, Discover, Gmail, and Maps – to maximise conversion value for Australian businesses.
Unlike manual bidding strategies, PMax doesn’t allow for individual bid adjustments. Instead, you provide Google Ads with a target return on ad spend (tROAS) or a conversion value. The AI then predicts which combinations of audiences, creatives, and channels will deliver the highest return, automatically adjusting bids in real-time. As of December 2025, PMax now includes enhanced audience signals, allowing businesses to provide more detailed customer lists and audience segments to guide the AI. Recent updates in late 2025 also allow for more granular reporting on channel performance, although detailed channel-level control remains limited.
In 2026, Google plans to introduce more transparency around PMax bidding, with a focus on explaining the AI’s decision-making process. While PMax simplifies campaign management, understanding its automated nature and providing high-quality assets remains crucial for achieving optimal results in the Australian market.
