How to Make Search and Performance Max (PMax) Campaigns Work Together

How to Make Search and Performance Max (PMax) Campaigns Work Together

Google Ads is a powerful tool for driving revenue, but many advertisers struggle to balance Performance Max (PMax) and Search campaigns. PMax expands reach with automation, while Search campaigns capture high-intent traffic with precision. However, when these two campaign types compete instead of complementing each other, it can lead to budget inefficiencies and missed opportunities.

If you're running PMax and Search side by side, here’s how to ensure they work together effectively instead of cannibalizing each other.

Which Ad Gets Priority? Understanding Google’s System

Google Ads does not randomly decide which ad to show—it follows a structured hierarchy:

1. Exact Match Keywords Take Priority

   • If a search term matches an exact match keyword, Google prioritizes a Search campaign ad.

2. Phrase & Broad Match Keywords Come Next

   • If no exact match exists, Google checks for phrase or broad match keywords before considering other options.

3. PMax Can Take Over If No Strong Keyword Match Exists

   • If Search campaigns lack an exact or closely related match, Google’s AI determines the most relevant ad—this is where PMax often wins.

4. Ad Rank Decides Between Equal-Priority Ads

   • If multiple ads qualify for a query, Google uses Ad Rank (bidding strategy, quality score, and expected performance) to decide which ad appears.

What This Means for Your Campaigns

If your Search campaign lacks exact match keywords, PMax can easily take priority, reducing control over which ads appear for high-intent searches. That’s why strategic keyword management is crucial.

The Overlap Problem: PMax vs. Search Performance Gaps

Data shows that 45% of PMax search terms also appear in Search campaigns, but:
✅ PMax receives more impressions than Search
❌ PMax has lower CTRs, lower conversion rates, and lower conversion values
📈 Search campaigns consistently outperform PMax for high-intent conversions

So why does PMax get more traffic but drive fewer conversions?

Key Issues & Fixes for Better Performance

1. Poor Keyword-to-Ad Matching in Search Campaigns

In Responsive Search Ads (RSAs), keywords don’t always align perfectly with ad copy. For example, if an ad group targets both “NYC Dog-Friendly Hotel” and “Times Square Hotel,” the wrong ad assets may be shown, reducing relevance.

Fix: Create tightly themed ad groups and ensure RSA assets contain exact-match keyword variations.

2. Missing High-Performing Search Terms in Search Campaigns

If top-performing search terms from PMax aren’t added as exact match keywords in Search, PMax will take priority, preventing Search from capturing valuable conversions.

Fix: Regularly analyze search term reports and migrate strong PMax terms into Search campaigns as exact match keywords.

3. Google’s Auto-Optimization Weakens Search Campaigns

Many advertisers auto-apply Google’s recommendations, like removing "redundant" keywords. This reduces exact match keyword coverage and allows PMax to dominate more auctions.

Fix: Manually review Google’s optimization suggestions before applying them.

4. Budget & Bid Strategy Mismatches Favor PMax

Advertisers often allocate stricter budgets to Search while giving PMax more flexibility. This allows PMax to outbid Search, even for high-intent queries.

Fix: Balance budget allocation to prevent PMax from overpowering Search for valuable conversions.

Final Thoughts: Aligning PMax and Search for Success

PMax is an excellent tool for broad reach and automated optimization, while Search campaigns are best for high-intent, conversion-focused traffic. The key is using each for its strengths and preventing unnecessary competition.

By optimizing keyword management, refining budget allocation, and manually reviewing campaign settings, you can improve efficiency, reduce wasted ad spend, and drive stronger conversions across both PMax and Search campaigns.

Need help fine-tuning your paid ad strategy? Pennock specializes in maximizing performance through strategic paid ad management. Contact us today to optimize your Google Ads campaigns.