If you’ve been running (or thinking about running) Google Ads, you’ve probably come across two popular campaign types: Search Campaigns and Performance Max.
Both can get you results — but they work in completely different ways. Pick the wrong one, and you could waste a lot of money. Pick the right one, and you could have a steady flow of leads or sales.
Let’s break it down without all the tech jargon.
What’s a Search Campaign?
Think of a Search Campaign like fishing with a rod and bait — you drop your line exactly where you think the fish are.
You pick the keywords (the searches you want your ad to show up for), write your ads, and decide how much you’re willing to pay for a click.
💡 Example: Imagine you run a local law firm in Chicago that specializes in personal injury cases. You know your ideal client is someone who has just been in an accident and is actively searching for legal help. With a Search Campaign, you can target exact phrases like “personal injury lawyer in Chicago”, “car accident attorney near me”, or “slip and fall lawyer Chicago.”
This means your ads will only appear when someone is already looking for those services — often in urgent situations where they’re ready to call or fill out a contact form. You’re not wasting money showing ads to people who aren’t in the market for a lawyer; instead, you’re catching potential clients at the exact moment they need you most.
Why it’s great:
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You have full control over who sees your ads.
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Perfect for targeting high-intent searches.
Downside:
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You’re limited to the searches you target — you won’t reach people who might be interested but aren’t searching yet.
What’s a Performance Max Campaign?
Performance Max is like handing Google your fishing gear and saying, “Go find me fish anywhere you can.”
You give Google your ad headlines, images, videos, and tell it your goal (sales, leads, etc.). Their AI then decides where to show your ads — Search, YouTube, Gmail, Maps, and other Google-owned spots.
💡 Example: Let’s say you own an e-commerce clothing brand. You have professional product photos, short lifestyle videos, and catchy ad headlines ready to go. With Performance Max, you upload all these assets, set your goal (like online purchases), and Google’s AI takes over.
Your ads might appear to someone watching a fashion haul on YouTube, browsing Gmail, checking directions on Google Maps, or searching for “summer dresses” — even if they’ve never heard of your brand before. Over time, Google learns which placements and audiences are most likely to buy from you and automatically adjusts your ads for the best results.
Why it’s great:
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Huge reach — you’re everywhere.
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Google’s AI does the heavy lifting.
Downside:
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Less control over where your ads show.
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You need good creative assets (images, videos) to make it work.
Side-by-Side: The Quick Version
| Search Campaign | Performance Max | |
|---|---|---|
| How it works | You pick keywords and control everything. | You give Google assets and let AI decide where to show them. |
| Quick Example | Local law firm targeting “personal injury lawyer in Chicago” and related terms to reach people ready to hire a lawyer now. | Clothing brand showing ads across Google to fashion lovers — even if they haven’t searched yet. |
| Control | High | Low |
| Reach | Only search results. | All Google channels. |
| Best For | High-intent searches. | Broad reach and finding new customers. |
Which One Should You Use?
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Go with Search Campaigns if you know exactly what people type in when they need you and you want control.
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Go with Performance Max if you want Google to go find you customers you might not even know about yet.
Pro tip: Many businesses run both — Search to grab ready-to-buy customers, and Performance Max to find new ones.
Final Word
If you’re just starting, Search is easier to control and understand. Once you’ve got tracking set up and good ads ready, try adding Performance Max to scale up.
The best campaign is the one backed by data — test both, compare, and let the numbers decide.