google-ads-pmax-evaluation

name	google-ads-pmax-evaluation
description	Use when evaluating Google Ads Performance Max campaigns: maturity gate, PMax vs Search comparison, asset performance labels, device/location thresholds.

Google Ads PMax — Evaluation & Optimization

Evaluate PMax campaign readiness, compare to Search, analyze assets and segments.

Maturity Gate (BLOCKING)

Campaign must meet ONE of:

• Age ≥ 30 days (ideally 60)
• Total conversions ≥ 50

If neither met → WAIT. Do not optimize. ML has not stabilized. Exception: if campaign is clearly burning money (ROAS < 0.3× target after spend ≥ 3× AOV), recommend pausing.

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Data Pull

Query using google_ads_run_gaql:

1. Campaign performance: id, name, status, start_date, impressions, clicks, ctr, cost, conversions, conv_value. Filter: PERFORMANCE_MAX, LAST_30_DAYS, ENABLED.
2. Asset group details: campaign id, asset_group id/name/status. Filter: PERFORMANCE_MAX.
3. Asset performance labels: campaign id, asset_group name, field_type, performance_label, asset type, image URL, youtube video ID. Filter: PERFORMANCE_MAX, asset types IMAGE, YOUTUBE_VIDEO, TEXT. Limit 200.
4. Device performance: campaign id, device, cost, conversions, conv_value, clicks, impressions. Filter: PERFORMANCE_MAX, LAST_30_DAYS.
5. Geographic performance: campaign id, geo_target_region, cost, conversions, conv_value. Filter: PERFORMANCE_MAX, LAST_30_DAYS. Sort by cost DESC, limit 200.
6. PMax vs Search comparison: campaign id/name, channel_type, cost, conversions, conv_value. Filter: PERFORMANCE_MAX and SEARCH, LAST_30_DAYS, ENABLED.
7. Search term insights (limited for PMax): category_label, clicks, impressions, conversions, cost from campaign_search_term_insight. Filter: PERFORMANCE_MAX, LAST_30_DAYS. Limit 200.

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Step 1: PMax vs Search Comparison

Calculate ROAS for both channel types and compare:

PMax ROAS Ratio	Assessment	Action
< 0.5× Search ROAS	Poor	Monitor closely, consider pausing if not improving
0.5–0.9× Search ROAS	Below par	Optimize assets and negatives before any scaling
≥ 0.9× Search ROAS	Healthy	Proceed with optimization, eligible for scaling
> Search ROAS	Outperforming	Prioritize scaling

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Step 2: Asset Performance Analysis

Google provides performance labels per asset (NOT cost/conversion data per asset):

Label	Action
BEST	Create variations with similar style/messaging. This is working — make more like it.
GOOD	Keep, monitor. No changes needed.
LOW	Remove from asset group. Replace with variations of BEST performers.
PENDING / UNSPECIFIED	Wait for more data (typically 14+ days).

Group by asset type (images, videos, headlines, descriptions) when reporting.

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Step 3: Device & Location Analysis

Device

Device CPA vs Account	Action
> 1.5× account CPA	Check site/funnel usability on that device first. If no issues → consider -50% bid adjustment or exclusion
> 2× account CPA	Strong candidate for exclusion after confirming no technical issues
CVR < 0.5× account CVR	Check landing page experience on that device

Location

Location CPA vs Account	Action
> 1.5× account CPA	Consider excluding
> 2× account CPA	Exclude
Spend but 0 conversions	Wait for more data OR exclude if spend ≥ 2× AOV

Always check for technical/usability issues before excluding a device or location.

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PMax Limitations (do NOT recommend these)

• No keyword targeting
• No budget per asset group
• No placement control
• No demographic control
• No channel-level budget control
• Search term data is aggregated categories only, not individual terms

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Next Steps

If campaign is profitable and ready to scale, load google_ads/pmax-scaling for budget scaling, location expansion, and asset expansion rules.

Output must include: maturity status, PMax vs Search comparison, asset label summary (BEST/GOOD/LOW counts), device/location flags, scaling eligibility assessment.