Google releases detailed Performance Max FAQ
Google addresses transparency concerns in Performance Max campaigns with new reporting features and campaign optimization guidance.
Google released an extensive FAQ addressing advertisers' key concerns about Performance Max campaigns, according to an announcement made yesterday by Google Ads. The move comes as part of Google's efforts to provide more clarity around its AI-powered advertising platform, which has been running since late 2021.
The comprehensive FAQ, released on February 13, 2025, tackles major transparency issues that have emerged from webinars, advertiser roundtables, and direct feedback from account teams. According to Anu Adegbola, Paid Media Editor at Search Engine Land, the release marks a significant step in Google's response to advertiser skepticism about the platform's "black box" nature.
Channel-Level Reporting Limitations
One of the primary concerns addressed in the FAQ relates to the absence of channel-level reporting. Google explains this limitation stems from the complex nature of modern consumer journeys. According to Google's documentation, analyzing average Cost Per Acquisition (CPA) or Return on Ad Spend (ROAS) for individual channels can be misleading in cross-channel campaigns.
Instead of channel-specific metrics, Performance Max provides alternative reporting tools including asset group reporting, search terms insights, and audience insights. The platform focuses on overall campaign performance and conversion goals rather than siloed channel performance.
Lead Quality Optimization
The FAQ provides detailed guidance on improving lead quality, introducing several key features. According to Google's documentation, advertisers can now utilize enhanced conversions for leads to connect offline transactions with online origins. This feature helps the AI better identify high-quality leads likely to convert.
Performance Data and Case Studies
According to internal Google data from February 2023, advertisers implementing Customer Match list signals saw an average 5.3% conversion uplift. Furthermore, advertisers who included at least one video in their Performance Max campaigns experienced an average 12% increase in conversions.
Campaign Structure Guidelines
The FAQ provides clear direction on campaign structure, recommending consolidation where possible to give the AI system more data for optimization. Google advises creating separate campaigns only when different budgets, CPA/ROAS targets, or settings are required for business reasons.
Brand Safety Controls
To address brand safety concerns, Google has implemented several control mechanisms:
- Content suitability settings for excluding unsuitable content
- Placement exclusions for specific YouTube and Display content
- Account-level negative keywords
- Campaign-level brand exclusions