Google this month is expanding the Performance Max beta to thousands of additional advertisers.
Eligible advertisers need to have a primary goal of generating leads or growing online sales without using a Google Merchant Center product feed. The Entertainment, Technology, or Fitness industries, for example.
Performance Max is a new goal-based campaign type that allows performance advertisers to access all of Google Ads inventory from a single campaign. Google says Performance Max is designed to complement the keyword-based Search campaigns to help you find more converting customers across all of Google's channels: YouTube, Display, Search, Discover, Gmail, and Maps.