Performance Max can be one of the strongest campaign types in Google Ads, but it is also one of the easiest to get wrong.
Because so much decision-making is automated, the quality of the inputs matters far more than most advertisers realise. From experience, accounts that struggle with Performance Max usually do not have a problem with the algorithm itself. They have a problem with foundations.
Use this checklist before publishing a new Performance Max campaign. Each check should leave you with something you can verify in the account, rather than a setting you have simply assumed is correct. For the wider strategy, creative and ongoing optimisation, read the Performance Max best-practices guide.
Key takeaways
- Before launching Performance Max, test a real completed enquiry, purchase or booking, because a button click or form start should not stand in for a completed lead.
- Performance Max conversion checks should confirm the action is recording, is not counted twice through a website tag and imported Analytics event, and matches the campaign’s selected goals.
- Before publishing Performance Max, review the URL expansion setting, exclude irrelevant destinations and check the final URL works on both phone and desktop.
- A Performance Max launch plan should set an intentional daily budget, record a baseline from existing campaigns, choose a review date and keep a short change log.
- In my experience, accounts that struggle with Performance Max usually have a problem with foundations, not with the algorithm itself.
1. Test a real conversion before launch
Performance Max optimises around the conversion goals you give it. Before launching, test the action that matters to the business: a successful enquiry, purchase or booking. A button click or form start should not stand in for a completed lead.
- Confirm the intended conversion action is recording in the account.
- Check that the same action is not counted twice through a website tag and an imported Analytics event.
- Confirm that the campaign’s selected goals match its actual business objective.
- Record which actions are primary and which are secondary, and why.
If that distinction is unclear, start with conversion actions in Google Ads and the guide to secondary conversions.
2. Agree the budget and the review plan
Write down what you are prepared to spend, what a useful lead or sale looks like, and who will check the results. Avoid launching with a budget that the business cannot sustain while it gathers meaningful evidence.
- Confirm the daily budget and any bidding target are intentional.
- Note the baseline from existing campaigns so you can compare the results.
- Choose a review date and decide which problems need immediate attention, such as broken tracking or incorrect destinations.
- Keep a short change log so later results can be interpreted.
Use the Google Ads budget guide if you need help with the starting point.
3. Check the assets as a customer would see them
Strong imagery does not need to be overly creative, but it does need to be relevant and clear. Preview the actual headlines, descriptions, images and videos together before publishing.
- Make sure the offer and call to action agree across the assets and landing page.
- Check image crops in the available formats and provide suitable video where possible.
- Remove outdated prices, claims or offers.
- Check that each asset group represents a coherent product or service rather than an unrelated collection.
4. Verify landing pages and URL expansion
Poor landing page selection can undermine otherwise strong campaigns. Check the final URL on a phone as well as desktop, and confirm that a customer can complete the intended action.
- Review the URL expansion setting and the pages it may send traffic to.
- Exclude destinations that are irrelevant to this campaign.
- Check page loading, the offer, contact details and the enquiry or checkout journey.
- If using a product feed, check product eligibility, pricing and availability in Merchant Center.
5. Check location settings and business details
Confirm the target area matches where you can actually sell or deliver the service. Review the location options as well as the places selected; the guide to unexpected clicks from other countries explains why this distinction matters.
Check the business name, account details and any policy warnings before launch. If the account is already suspended, resolve that issue through the proper process rather than treating a new campaign as a workaround.
6. Plan the first reporting checks
Decide how you will review lead or revenue quality, not just the conversion total. Keep a record of which campaigns and channels are contributing before making large changes.
If GA4 groups this traffic under Cross-network, read what Cross-network means in GA4. Use that alongside Google Ads reporting and the quality of the actual enquiries.
Ready to publish?
You should be able to explain what the campaign is optimising for, where the customer will land, what it can spend and how you will judge the outcome. If one of those answers is missing, fix that foundation before publishing.
For ongoing creative, feed and campaign decisions, continue with Performance Max best practices. If you would like another pair of eyes on an existing account, request a Google Ads review. To work through the setup yourself with guidance, see practical PPC training.
Need help with your Google Ads?
If you’d like a second opinion or help working through this, send me an enquiry with a little context. I’ll reply by email first and let you know whether I can help. You can also choose Google Ads review / audit on the form to request a free account review.