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PMax Playbook

Strategic checklist for Google Performance Max campaigns

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Account & Structure

Separate PMax for new vs. existing customers (+4)
Brand traffic isolated (brand-only / brand-excluded split) (+4)
Budget sized for 50+ conversions / mo (+3)

Feeds & Assets

Merchant Center clean (no suspensions / GTIN / shipping / tax) (+4)
High-quality text assets (3–5 headlines, 2–4 long headlines, 3+ desc) (+3)
At least 5+ high-quality images & 1–2 videos per asset group (+3)

Targeting & Signals

Audience signals cover high-intent (converters, cart, GA4 audiences) (+4)
Search themes added (top non-brand queries / categories) (+3)
Final URL expansion on/off set intentionally per campaign (+3)

Measurement & Safety

Primary conversion action configured with values (+4)
Enhanced conversions / Consent mode v2 implemented (where applicable) (+3)
Brand safety exclusions (placements/content) reviewed (+3)

Optimization Cadence

Bid strategy aligned (tROAS/tCPA) & realistic targets (+4)
Negatives/search term insights reviewed weekly (+3)
Asset group A/B learning plan (2–4 weeks min) (+3)

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