| 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.
Data Pull
Query using google_ads_run_gaql:
- Campaign performance: id, name, status, start_date, impressions, clicks, ctr, cost, conversions, conv_value. Filter:
PERFORMANCE_MAX, LAST_30_DAYS, ENABLED.
- Asset group details: campaign id, asset_group id/name/status. Filter:
PERFORMANCE_MAX.
- 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.
- Device performance: campaign id, device, cost, conversions, conv_value, clicks, impressions. Filter:
PERFORMANCE_MAX, LAST_30_DAYS.
- Geographic performance: campaign id, geo_target_region, cost, conversions, conv_value. Filter:
PERFORMANCE_MAX, LAST_30_DAYS. Sort by cost DESC, limit 200.
- PMax vs Search comparison: campaign id/name, channel_type, cost, conversions, conv_value. Filter:
PERFORMANCE_MAX and SEARCH, LAST_30_DAYS, ENABLED.
- 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.
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 |
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.
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.
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
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.
