Setting Up Performance Max Campaigns For Service Based Businesses
Jul 10, 2024To set up a Performance Max campaign for a service-based business, you need to build strong conversion data first, then create focused asset groups based on your services. This guide shows how to set up and optimize your campaign step by step.
If you're not sure what a Performance Max campaign is, you can check out this blog post.
These campaigns are all about boosting conversions by targeting high-potential audiences, perfect for service-based businesses, online coaches, and SaaS companies.
Key Takeaways
- Build conversion data first with Search campaigns
- Launch Performance Max after 30+ monthly conversions
- Organize asset groups around services and keyword themes
- Use “Maximize Conversions” bidding strategy
- Target new customers and exclude branded keywords
- Add search themes and audience signals for smarter targeting
- Monitor and adjust using real-time performance data
Understanding Performance Max Campaigns
Performance Max campaigns are not just about reaching any audience—they're about reaching the right audience efficiently. By leveraging your best-converting data, these campaigns identify and target similar audiences, amplifying your conversion potential. However, Performance Max isn't a one-size-fits-all solution from day one.
Preparing Your Foundation
Before diving into Performance Max, ensure your groundwork is solid:
- Establish Your Conversions: Start with Search campaigns to identify high-converting search terms, effective ad copies, and optimized landing pages.
- Wait for Data: Initiate Performance Max once you consistently achieve at least 30 conversions monthly. This ensures your campaign starts with a robust data set.
Setting Up Your Performance Max Campaign
Let's break down the setup process:
1. Building Asset Groups
- Organize asset groups around service categories and relevant keyword themes. Unlike traditional ad groups, asset groups in Performance Max should closely align with your business’s offerings and targeted audiences.
2. Campaign Creation
- Begin by selecting "New Campaign" in Google Ads and opt for "Leads" as your campaign objective.
3. Conversion Actions
- Select specific conversion actions aligned with your business goals, such as sign-ups or inquiries.
4. Campaign Type
- Choose "Performance Max" to allow Google’s advanced algorithms to maximize conversions.
5. Bidding Strategy
- Opt for "Maximize Conversions" to let Google automatically adjust bids to get the most conversions within your budget. Avoid setting a target CPA initially for flexibility in bid adjustments.
6. Targeting New Customers
- Enable "Only bid for new customers" to focus on expanding your customer base. This complements existing Search and Shopping campaigns, which handle high-intent users.
7. Location and Exclusions
- Define target locations and consider adding your brand name to the exclusion list to allocate budget away from branded searches.
8. URL Exclusions
- Exclude specific URLs for product categories or pages not included in this campaign.
9. Ad Creation
- Utilize high-performing ad copies and images from previous campaigns to maintain consistency and effectiveness.
10. Adding Search Themes & Audiences
- Incorporate best-performing search themes and relevant audiences to optimize campaign targeting.
11. Budget Setting
- Set your budget based on campaign goals and ensure alignment with overall digital marketing strategy.
12. Launch and Monitor
- Publish your campaign and closely monitor performance. Adjust settings based on real-time data and insights.
If you're looking to take your Google Ads campaigns to the next level, explore my full courses on mastering Performance Max.
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Performance Max campaigns offer a powerful way to scale your business by leveraging Google’s advanced AI technology.
By following these steps and adapting them to your specific business needs, you can maximize the potential of Performance Max to drive significant growth in conversions and expand your customer base effectively.
FAQ
What is a Performance Max campaign in Google Ads?
A Performance Max campaign is an automated campaign type that uses Google’s AI to show your ads across Search, YouTube, Display, Gmail, and Maps. It aims to get the most conversions for your budget.
Is Performance Max good for service-based businesses?
Yes, Performance Max works well for service-based businesses, especially if you already have conversion data. It helps attract new leads by targeting the right users with AI-driven placement and bidding.
How do I set up Performance Max for a service business?
Start by choosing “Leads” as your campaign goal. Build asset groups around your services, set your bidding strategy to “Maximize Conversions,” and include strong ad copy and audience signals.
When should I start using Performance Max?
Use Performance Max once your account has at least 30 conversions per month. This gives Google’s algorithm enough data to optimize effectively from the start.
What targeting settings are best for Performance Max?
Enable “Only bid for new customers” to focus on acquisition. Exclude your brand name in targeting to avoid overlap with Search campaigns, and remove pages that aren’t relevant to the campaign goal.
What’s the best campaign strategy for service-based businesses?
Start with Search campaigns to build data, then layer in Performance Max to scale. Use high-converting themes, clear service categories, and monitor results weekly to fine-tune performance.