To minimise wasted spend on Google Ads in 2026, Australian businesses can leverage Performance Max (PMax) campaigns, which utilise Google’s AI to optimise bids and ad placements across all Google advertising channels from a single campaign.
As of December 2025, PMax campaigns now include access to Audience Signals – data inputs that guide Google’s AI, such as customer lists, website visitor data (via Google Tag Manager), and similar audiences. These signals aren’t restrictions, but rather ‘hints’ to the algorithm. Google’s automated bidding strategies, currently including Target CPA, Target ROAS, and Maximise Conversion Value, dynamically adjust bids based on predicted performance. In 2026, Google is rolling out enhanced reporting features within PMax, providing more granular insights into asset performance and channel contribution, though attribution remains largely modelled. Australian businesses should note that data privacy regulations, such as the Privacy Act 1988 (Cth), apply to all data used within PMax, requiring appropriate consent and data handling practices. The platform currently supports integration with Google Analytics 4 (GA4) for broader performance tracking.
Performance Max campaigns function by using machine learning to find converting customers across Google’s network, optimising towards pre-defined goals based on the data provided.
