The Power Pair: How Performance Max Complements Search Campaigns for Smarter SEM
Should you run Performance Max or Search campaigns? Here’s how using both together creates a smarter SEM strategy that balances control and scale.
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Performance Max vs. Search: Not Either/Or
When Google launched Performance Max (PMax), many advertisers asked: “Should I replace my Search campaigns with PMax?”
The answer: don’t choose one — use both.
- Search campaigns let you capture demand from users who are actively typing in keywords.
- Performance Max expands beyond keywords, using AI to find new audiences across Google’s ecosystem (YouTube, Display, Discover, Maps, Gmail, Shopping).
Together, they create a power pair: Search gives precision, PMax gives scale.
What Search Campaigns Do Best
Search campaigns are still the foundation of SEM. They work best when:
- Users are searching with clear intent (“buy sofa KL,” “best gym in PJ”).
- You want tight control over keywords, match types, and bidding.
- Budgets are limited and you need to prioritise proven queries.
👉 Think of Search as your conversion anchor — it’s where high-intent customers land first.
What Performance Max Adds to the Mix
Performance Max is Google’s AI-driven campaign type that goes beyond search queries. It finds potential customers using signals like browsing behavior, purchase intent, and content consumption.
PMax works best for:
- Discovering new demand you can’t capture with keywords alone.
- Reaching across channels — YouTube, Display, Gmail, Maps, Shopping.
- Scaling campaigns once Search maxes out.
- Dynamic creative testing — letting Google mix and match headlines, descriptions, and images.
👉 PMax acts as your growth engine, helping you reach new audiences before they even type a keyword.
Why They’re Stronger Together
- Search Covers the Bottom Funnel
Capture customers who are ready to buy with keyword targeting. - PMax Expands the Funnel
Find potential customers earlier, nurturing them across multiple Google surfaces. - Shared Learnings
Conversion data from Search helps PMax optimise smarter — and vice versa. - Balanced Control + Scale
Search gives control. PMax gives scale. Using both balances precision with discovery.
How to Combine PMax + Search Campaigns (Best Practices)
- Run Search First for Control
Start with high-intent keyword campaigns to establish your baseline conversions. - Layer in PMax for Incremental Growth
Use PMax to find new users and scale beyond your keyword list. - Segment Budgets by Goals
- Search = efficiency + control.
- PMax = discovery + growth.
- Monitor Overlap
Use search term insights and placement reports to make sure PMax isn’t cannibalising your Search traffic. - Feed PMax Quality Assets
Provide multiple ad creatives, extensions, and conversion signals to help the AI learn faster.
Final Thoughts: The Power Pair for Smarter SEM
In 2025, the smartest SEM strategies don’t ask “Search or Performance Max?” — they use both.
- Search captures ready-to-buy customers.
- PMax discovers and nurtures new demand.
- Together, they share data, balance control with scale, and deliver stronger ROI.
👉 Think of Search as your precision tool and PMax as your amplifier. Together, they form a power pair that makes your SEM smarter, more efficient, and future-ready.