PMax is not a broom cupboard

Performance Max will spend. That is not the same as working. If you cannot name the asset group, the goal, and what you excluded, you have a cupboard, not a campaign.

We open brand exclusions, we watch cannibalisation of exact brand Search, and we label modelled results. If PMax is cheaper because it is stealing brand, that is not a win. That is a reporting trick.

Use it when the feed and the goals are honest. Do not use it because last quarter’s Search account embarrassed someone.