PMax Optimisation: Advanced Strategies for Maximising ROAS

Performance Max (PMax) campaigns are transforming the way businesses approach Google Ads. By leveraging AI-driven automation, PMax allows advertisers to reach audiences across multiple channels, all within a single campaign. While automation can be powerful, you still need to implement a strategic approach for maximising ROAS. Without careful optimisation, even AI-powered campaigns can underperform.

In this guide, we explore five advanced strategies for optimising PMax campaigns to drive better performance and more consistent results.

1. Structure Asset Groups Strategically

PMax campaigns rely heavily on asset groups. These groups consist of creative assets, headlines, descriptions, and visuals. The quality and relevance of these assets play a major role in how AI serves your ad.

To begin optimising performance, organise asset groups by themes such as audience intent, product or service category, or promotional focus. For example, a campaign promoting a webinar series should include specific headlines, descriptions, and visuals for each topic or session. Relevant, high-quality assets provide PMax with clearer signals, which increases the likelihood of serving the right content to the right audience.

2. Provide Thoughtful Audience Signals

PMax complements automation rather than replacing it. While PMax automatically finds audiences across Google’s network, supplying audience signals helps it learn faster and focus on high-value users.

Segment your audiences by factors such as past engagement, website behaviour, or customer value. For example, treating users who have already interacted with your content differently from completely new audiences allows you to allocate budget more effectively and craft messaging that truly resonates. Combining audience signals with automated targeting enhances ROAS and improves campaign efficiency.

3. Optimise Conversion Tracking and Goals

Accurate conversion tracking is crucial for PMax campaigns. It optimises bids and placements based on the goals you define, so misaligned tracking can reduce effectiveness.

Ensure that all of your key conversion actions are correctly tracked in Google Ads and linked to Google Analytics. These actions can include purchases, leads, sign-ups, or inquiries. For campaigns focused on lead generation, tracking micro-conversions like form completions provides richer signals. When your campaign goals align with actual business objectives, PMax can make smarter decisions that maximise ROAS.

4. Optimise Creative and Asset Combinations

It’s essential to test creative combinations, even though PMax automates ad placement and selection. Headlines, descriptions, images, and videos should be tested to identify which assets drive the highest engagement.

For example, a new software company might test product demo videos against customer testimonial videos to see which resonates best with their target audience. Regularly updating and rotating underperforming assets keeps campaigns fresh and relevant, providing context and data to make smarter decisions and deliver better results.

5. Monitor Performance and Adjust Strategically

While PMax campaigns automate many aspects of ad management, human oversight remains essential for long-term success. Regularly reviewing key performance metrics allows you to make informed adjustments, whether that means reallocating budget, fine-tuning audience signals, or refreshing creative assets.

Automation can manage daily optimisations, but strategic human input ensures your campaigns stay aligned with business goals and adapt to changing market conditions. Combining AI with thoughtful, hands-on management is the key to running consistent, high-performing PMax campaigns.