What is Performance Max?

If you’ve been running Google Ads in Singapore, you’ve probably seen (or been encouraged to try) Performance Max. Some people say it’s the easiest way to scale leads. Others say it “wastes budget” because you don’t get as much control.

Both can be true depending on how it’s set up.

Performance Max (often called PMax) can be a strong growth channel when you have good tracking, clear offers, and quality creative. But if your basics aren’t ready, it can spend money in the wrong places and bring weak leads.

Benefits of Performance Max

This guide explains what Performance Max is, how it works, when it’s a good fit, and how to use it safely especially for SMEs in Singapore.

If you want expert help setting it up properly, a digital marketing agency singapore can build a full strategy across PMax, Search, and SEO.

1) What is Performance Max?

Performance Max is a Google Ads campaign type that lets you run ads across many Google channels at once, using one campaign.

With a single Performance Max campaign, Google can show your ads on:

• Google Search

• YouTube

• Display (banner ads)

• Gmail

• Discover

• Google Maps (in some cases)

Instead of creating separate campaigns for each channel, PMax combines them into one system and uses Google’s automation to decide where to spend your budget to get the most conversions.

If you want a done-for-you setup, PaperCut offers digital marketing singapore support specifically for PMax.

2) How does Performance Max work?

Performance Max uses:

• Your conversion tracking (what counts as a lead or sale)

• Your creative assets (headlines, images, videos)

• Your audience signals (who you think will convert)

• Google’s automation (to find similar people and place ads)

Think of it like this: you give Google the goal and the materials, and Google tries to get you more of that goal across its platforms.

This is why conversion tracking matters. If your tracking is wrong, PMax will optimise for the wrong action like “page views” instead of real leads. That’s why many brands start with clean setups through pay per click singapore before scaling into PMax.

3) Performance Max vs Google Search Ads: what’s the difference?

Google Search Ads

Search Ads are keyword-based. You choose keywords and write ads to match what people type.

This is usually the best starting point for lead generation because intent is clear.

If you want keyword control and high-intent leads, work with a singapore sem agency approach first.

Performance Max

Performance Max is goal-based. Google decides where and who to show ads to, based on conversion likelihood.

It can find new audiences and scale beyond just keyword searches, but it needs good data and assets to perform well.

4) When is Performance Max a good idea for Singapore businesses?

Performance Max tends to work best when:

• You already have conversions coming in consistently

• Your conversion tracking is accurate (real leads or sales)

• You have strong landing pages and offers

• You have enough creative assets (images/videos)

• You want to scale beyond Search

If your website is slow or unclear, fix that first. Improving technical performance through seo services can boost conversion rates, which helps PMax learn faster and spend more efficiently.

5) When Performance Max is not ideal

Be cautious if:

• You have very low conversion volume (Google has little data)

• Your tracking includes low-quality conversions

• Your sales cycle is long and you can’t measure quality

• You have weak creative or generic messaging

• Your budget is small and you need tight control

In these cases, start with Search Ads (and tighten your landing pages) before you expand.

6) What you need to set up Performance Max properly

Here’s the practical checklist:

A) Correct conversion tracking

PMax is only as smart as your tracking.Track:

• Form submissions

• Booked appointments

• Purchases (for ecommerce)Optional:

• WhatsApp clicks

• Call clicks

If you’re unsure, get your tracking audited by a digital marketing agency singapore so your data is clean before scaling.

B) Strong creatives

Even though it’s “Google Ads,” PMax depends heavily on creative. You should provide:

• Multiple headlines

• Multiple descriptions

• Images (different sizes)

• Video (if possible)

If you don’t have video, your ads may be limited on YouTube placements. If you want stronger creative assets, digital marketing services in singapore can support that.

C) A good landing page

Your landing page needs:

• Clear offer

• Clear next step (form/WhatsApp/call)

• Trust signals (reviews, proof, FAQs)

• Fast loading (especially mobile)

This also supports long-term performance for seo services singapore, so your marketing channels strengthen each other.

7) How to stop Performance Max from wasting budget

People worry about PMax because it’s less transparent than Search. The solution is to set guardrails:

Use high-quality conversions only

Keep your “primary” conversion strict. Don’t optimise for:

• Page views

• Time on site

• Button clicks (unless that’s your only measurable goal)

Provide strong audience signals

Audience signals are hints, not hard targeting. Use:

• Past website visitors

• Customer lists (if you have them)

• People who engaged with your brand

Pair PMax with Search campaigns

Many businesses run:

• Search campaigns for high-intent keywords

• Performance Max to expand reach and find new converters

This balanced approach is common for brands working with a singapore sem agency.

8) Performance Max for ecommerce vs lead generation

Ecommerce

PMax is often strong for ecommerce, especially when paired with Shopping feeds. If you run product ads, you may also use ecommerce website improvements to boost conversion rates.

Lead generation

PMax can work for leads, but you must watch lead quality closely. Track:

• Cost per lead

• Lead-to-qualified rate

• Lead-to-sale rate

If you need multi-channel support (Search + PMax + landing pages), a digital marketing agency singapore is useful because quality is influenced by the full journey, not the campaign alone.

9) What to measure in Performance Max 

Don’t look only at impressions and clicks. Focus on:

• Conversions (real leads/sales)

• Cost per conversion

• Conversion rate

• Lead quality (reply rate, booking rate)

• Search term insights (limited, but still useful)

• Asset performance (which creatives work)

Paper Cut Collective

If you want consistent visibility and reporting, pair campaigns with social media marketing style reporting systems simple, clear, and focused on outcomes.

Want to run Performance Max properly in Singapore?

If you’re curious about PMax but don’t want wasted spend, PaperCut can help you set up clean tracking, strong creative assets, and the right campaign structure. Explore our digital marketing singapore service, or start with pay per click singapore and we’ll guide you on the right time to scale into Performance Max for consistent growth.