# Performance Max vs Search campaigns > Search campaigns show ads for keywords you pick. Performance Max runs across all Google channels and picks placements for you. When to use each, with an example. - **Author**: Marxx - **Published**: 2026-11-16 - **Category**: Google - **URL**: https://marxx.ai/library-compare/performance-max-vs-search-campaigns --- Search campaigns show your ads when people search the keywords you choose. Performance Max (PMax) runs one campaign across Search, YouTube, Display, Discover, Gmail and Maps, and Google's AI decides where each ad goes. Use Search when you want control over queries. Add PMax when you have assets and conversion data and want more reach. ## Side by side | | Search campaigns | Performance Max | |---|---|---| | Where ads run | Google Search results | Search, YouTube, Display, Discover, Gmail and Maps from one campaign | | What you give Google | Keywords, match types, ad text | Assets in asset groups (text, images, video), audience signals, a goal | | Control over queries | High: match types and negative keywords | Lower: search themes and negative keywords | | Search terms report | Yes | Yes, for all PMax campaigns since August 2025 | | Best for | Capturing people already searching | Reach across channels, product feeds, lead generation | Facts come from Google Ads Help, checked 2026-10-20: [About Performance Max campaigns](https://support.google.com/google-ads/answer/10724817) and [About keyword matching options](https://support.google.com/google-ads/answer/7478529). ## The three differences that matter **1. Control.** In Search, you pick the keywords. Of the three match types, exact match gives you the most steering over who sees your ad, but it reaches fewer searches than phrase or broad match. In PMax, you give Google assets and an audience hint, and it finds the placements. Search themes help you guide it, and Google says they rank the same as phrase and broad match keywords. **2. Reach.** Search campaigns are built around search results. PMax can also show on YouTube, Display, Discover, Gmail and Maps from the same budget. **3. Which wins a search.** Google says a Search campaign with an exact match keyword is served ahead of Performance Max. So your brand keywords can stay in a Search campaign while PMax handles the rest. Google's update dated 7 August 2025 added search terms reporting for all PMax campaigns, raised search themes from 25 to 50 per asset group, and added campaign-level negative keyword lists ([Google Ads Help](https://support.google.com/google-ads/answer/16451273)). ## A worked example Say a running-shoe brand has INR 1,50,000 a month to spend. 1. **Search first, INR 60,000.** Use exact match for "acme running shoes" and phrase match for "trail running shoes for men". 2. **Read the search terms report.** Add the winners as exact match. Add junk searches as negatives. 3. **Add PMax, INR 90,000.** Give it a product feed and two asset groups, so it can reach YouTube and Display too. 4. **Let brand searches stay in Search.** The exact match keyword takes priority over PMax, so you set the bid and the ad text. Say that after four weeks Search spent INR 60,000 for 75 sales, or INR 800 each. PMax spent INR 90,000 for 90 sales, or INR 1,000 each. These numbers are made up. PMax costs more per sale here, but it may have reached people who never searched. Check if those are new customers before you cut it. ## When to use each - **You sell something people actively search for:** start with Search. - **You have a product feed and creative:** add PMax. - **You want to control every query:** stay on Search. - **You want video and display reach without separate campaigns:** try PMax, or read [Demand Gen vs Performance Max](/compare/demand-gen-vs-performance-max). Google is also moving Search toward more automation. See [what AI Max for Search is](/glossary/ai-max-for-search). For the wider channel choice, read [Meta ads vs Google ads](/compare/meta-ads-vs-google-ads). ## Where Marxx fits Marxx has a [hosted MCP server](/mcp). Claude, or any MCP client, can read your Meta and Google Ads performance through it. Changes to ad accounts are off by default. See [how to connect Google Ads to Claude](/guides/how-to-connect-google-ads-to-claude). We make Marxx, so weigh that. ## FAQ ### Can I run Performance Max and Search together? Yes. Google says PMax complements keyword-based Search campaigns. Exact match keywords in Search take priority over PMax. ### Does Performance Max show search terms? Yes. Google announced search terms reporting for all Performance Max campaigns on 7 August 2025. ### Can I add negative keywords to Performance Max? Yes. Google says campaign-level negative keywords came to all PMax campaigns in 2025, and its 7 August 2025 update added lists of them. --- - [More Google articles](https://marxx.ai/library-compare/category/google) - [All articles](https://marxx.ai/library-compare)