Performance Max (P-Max) ads have arrived in Google Ads Grants

This is the biggest change to the grants program in years, and the first time a new type of ad campaign has been made available.

It's being rolled out over the next few months. As of October 2024 half of accounts have P-Max as an option for a new campaign. By January 2025 all accounts should have it.

For now P-Max will only place ads in search results, but I know that they're hoping to place ads in other Google inventory later on. Personally I'm hoping for Maps, Gmail, Shopping ads, perhaps one or two other places.

The following video is a guest lesson by Jyll Saskin Gales, Google Ads expert. She's demonstrating P-Max in a paid account, but most of her advice should be relevant to Ad Grants. Ignore anything she says about video and shopping, but the rest should be relevant to grants.

In this video, Jyll walks you through the process of setting up a Performance Max campaign. She explains the importance of conversion-based bidding and caution against using customer acquisition as a conversion action. She also discusses location targeting and share a cautionary tale about targeting the wrong audience. Additionally, Jyll highlights the significance of offline conversion tracking for lead gen campaigns. Finally, some tips on creating effective ad headlines and descriptions. Watch this video to learn how to set up a successful Performance Max campaign.

Jyll Saskin Gales worked at Google for 6 years, bringing the best of Google’s insights and advertising to the world’s largest businesses. Now she’s a marketing coach, consultant and trainer with a Google Ads course for beginners. I highly recommend you take her course if you manage paid Google Ads accounts. Sign up at learn.jyll.ca/iga

Updated: October 2024