Artificial intelligence is changing Google Ads.
With campaigns like Performance Max (PMax for short), you can automate your marketing almost completely.
But is that really smart?
Or are you just giving up control?
What is Performance Max (AI Max)?
Performance Max is Google’s answer to:
“I don’t have time to worry about campaigns.”
You specify your goal—for example, leads or sales—and Google does the rest.
The AI automatically distributes your budget across:
✅ Search network
✅ Display Network
✅ YouTube
✅ Gmail
✅ Discovery Ads
All in one campaign.
How does it work?
You deliver assets:
👉 Pictures
👉 Videos
👉 Headlines & Descriptions
👉 Landing page URLs
The AI combines these in countless variations.
What works best will be played more.
The advantages of AI Max
✅ You save time – no manual campaign optimization.
✅ You reach potential customers across all channels.
✅ You benefit from Google’s huge amounts of data.
This gives small teams in particular the chance to play big.
The disadvantages of AI Max
❌ You have less control – for example, which search terms are delivered.
❌ Budget may slip to less performing channels.
❌ You need top creatives – without strong images & videos you're burning money.
Our experience at Twin Ventures
We are testing AI Max for our clients and for our own brands.
Conclusion: It can work – if you feed it correctly.
We see great results with:
✨ E-commerce with many products
✨ Local service with clear conversion
✨ Campaigns with strong image & video material
3 tips when using AI Max
1️⃣ Deliver good assets.
Mediocre pictures = mediocre results.
2️⃣ Monitor search terms.
Exclude irrelevant keywords – yes, it’s possible!
3️⃣ Use separate campaigns.
Don't put everything into AI Max. Combine it with search or brand campaigns.
Conclusion
AI Max is not a sure-fire success.
It's a powerful tool – but only if you use it cleverly.
The mix of automation and human fine-tuning makes the difference.
