Performance Max campaigns: What are they & why should you use them in your PPC strategy?  

If you’ve explored pay-per-click advertising, you might have come across this term: Performance Max.

But what exactly are Performance Max campaigns, how do they work, and why are they important for apartment marketers?

Let’s talk about it! We put together a deep dive on Performance Max, including two strategies to try when running your campaign.

What are Performance Max campaigns?

Performance Max is a goal-based campaign type that uses AI to improve results. It allows advertisers to access all of their Google Ads inventory from a single campaign.

Google takes an automated approach to help you reach more prospects — and drive more conversions — across its vast network.

With a single campaign, you can target renters:  

• Throughout each stage in their journey
• Searching from various devices
• Across all Google channels

How do they work?

You provide your conversion goals and budget, then Google uses machine learning to optimize bidding, targeting, creative, audiences and more.

In other words, Google takes your criteria and uses AI to:

• Find the right prospects
• Show the most relevant ad
• Place the optimal bid

It’s doing this in real time, too, so you never fall behind or miss the chance to catch renters in their search.

Why take this approach?

Ok, now you know what Performance Max campaigns are — and how they work — but why give them a go? We touched on a few benefits above, but there’s more to it.

To reach more renters: Since your ads run across all of Google’s channels, you’ll engage with (and win) more renters. Google AI also helps you discover audience segments you might not have found otherwise.

To get transparent insights: What are your prospects searching for? Are there new trends? Google AI continuously delivers rich insights so you’re always in touch with renter preferences and search habits.

To improve your results: Google AI delivers fast, accurate reporting on which of your ads, audiences and creatives are performing best. With this robust data, you’re set to drive more conversions.

To boost your ROI: Once you see what’s working and what isn’t, you can spend smarter and win bigger. Performance Max ultimately helps you deliver the strongest ads at the lowest cost.

Get two expert strategies

Our team is full of knowledgeable PPC experts, so naturally, we love helping apartment marketers navigate things like Performance Max campaigns.

Here are two strategies to try:

Incorporate visual assets. Engaging photos and videos drive the strongest results. Note you should periodically refresh your assets to reduce ad fatigue. You should also monitor Google’s analysis to see what’s performing best. This can be time-consuming, so working with Google Ads experts is worth exploring.    

Provide customer match lists. These help Google better understand your target audience. Based on that analysis, Google AI can find audiences with similar interests. If this sounds daunting, not to worry! There are PPC pros who can help.   

Ready to learn more?  

When you boil it all down, Performance Max campaigns help you reach more renters while optimizing your Google Ads budget. They can be complicated to manage on your own, but the good news is, skilled experts can guide you.

If you want to learn more or get started, give us a shout! We’re here to help, and our PPC team is second to none.  

Looking for more PPC tips and insights? Check out these articles:

PPC campaigns: How long does it take to see results?

Google Ads: Enhanced conversions for apartment lead tracking