If you’re relying solely on Performance Max, chances are you’re seeing poor results – and wondering why.

Here’s what usually happens:

  • You can’t see which search terms are driving sales
  • Your budget ends up wasted on low-intent traffic
  • You’re flying blind when it comes to optimisation

But pair Performance Max with the right Standard Shopping structure, and everything changes.

Step 1: Launch a focused Standard Shopping campaign

Start with an aggressive approach – low target ROAS (around 40-60%). This lets you capture high-converting search terms by dominating top ad positions.

Step 2: Strip out the noise

To maintain control, you need to cut irrelevant traffic fast. I once excluded over 38,000 non-performing search terms from a single account – in a day. We run hourly negative keyword scripts for a reason. Tight targeting protects your ad spend.

Step 3: Build a catch-all safety net

Add a secondary Standard Shopping campaign with a slightly higher ROAS. Think of it as a net to scoop up the rest – users who are browsing, comparing, or not yet ready to buy. It’s like retargeting, but native to Shopping.

And where does Performance Max fit in?

Now that your search traffic is under control, run a feed-only Performance Max campaign in the background. Treat it like a retargeting tool – not your main traffic driver.

The result?

A three-layer system that works every single time:

  1. Laser-focused Standard Shopping (low ROAS)
  2. Catch-all Shopping (mid ROAS)
  3. Feed-only Performance Max (support + retargeting)

You’re not leaving things to chance. You’re telling Google exactly what to prioritise, and where your money goes.

This setup isn’t complicated – but it is smart. And it works because you’re doing what Performance Max can’t: taking control.

Post inspired by: Artur MacLellan

Topics
PPC Optimisation
Jake Cronin
Written by

Jake Cronin

A PPC and eCommerce specialist with a passion for paid and growth marketing — from feed strategy to creative testing.

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