Performance Max (like the more upper-funnel Demand Gen) is different enough from other Google Ads campaigns that it requires a different approach, even if the underlying search behavior and marketing principles are the same as they’ve always been.
For what it’s worth, Performance Max is typically not the first campaign to launch in any account. We typically start with Search and/or Shopping before layering on Performance Max when it makes sense, e.g., testing and scaling.
But when the time comes to make it work, it takes a specific mindset. And…
