Search vs Performance Max: Which Should You Start With in 2025?
If you’re planning to launch or optimize your Google Ads strategy this year, there’s one key question you’ll face early on:
Should you start with traditional Search campaigns or dive into Performance Max?
The answer? It depends.
Each campaign type serves a different purpose — and choosing the right one based on your business model, goals, and funnel stage can dramatically affect your ROI.
Let’s break down the pros, cons, and ideal use cases for each — so you can make the smartest investment for your growth.
What’s the Difference Between Search and Performance Max?
Search Campaigns
✅ Show text ads on Google Search results when users actively search for specific keywords.
✅ High intent, keyword-targeted, and highly controllable.
✅ Ideal for direct response and bottom-of-funnel campaigns.
Performance Max Campaigns (PMax)
✅ Leverage Google's AI to serve ads across all Google properties: Search, Display, YouTube, Gmail, Maps, and Discover.
✅ Automated targeting and creative placement based on conversion goals.
✅ Great for full-funnel reach — but with less transparency.
When to Use Search Campaigns
Choose Search if:
You're targeting bottom-of-funnel (BOFU) leads actively searching for your solution.
You need tight control over keyword targeting, ad copy, and budget distribution.
You're in a niche or B2B vertical, where intent signals are clearer.
You want clear, transparent data and testing control.
Best for:
Lead generation for services or B2B SaaS
High-ticket ecommerce
Local services (plumbers, lawyers, consultants)
When to Use Performance Max Campaigns
Choose Performance Max if:
You want to reach broader audiences across multiple touchpoints.
You have a strong data foundation (conversions, customer lists, CRM data).
You sell DTC or high-volume ecommerce products.
You want to supplement Search campaigns with Display and YouTube reach.
Best for:
Scaling brand awareness + direct response together
Ecommerce with large product catalogs
Retargeting + remarketing
Brands already spending $5K+/mo on Google Ads and looking to grow aggressively
What About Using Both Together?
✅ The most effective campaigns in 2025 often involve a hybrid approach.
Here’s a simple model:
Funnel StageCampaign TypeWhy It WorksBottomSearchHigh intent, direct responseMidPerformance Max (with audience signals)Build consideration & remarketing poolsTopPMax + Video/DisplayBrand introduction, discovery traffic
💡 Pro Tip: Start with Search, prove out your core value prop, then layer in PMax to scale intelligently.
Key Considerations Before You Launch
Conversion Tracking Setup: PMax heavily relies on smart bidding and goal tracking. If you don’t have clean data, it won’t work well.
Creative Assets: You’ll need multiple headlines, descriptions, images, and videos to feed the PMax algorithm.
Audience Signals: Use customer lists, custom segments, and remarketing data to steer PMax in the right direction.
Final Thoughts: There’s No One-Size-Fits-All
In 2025, the most successful advertisers will be the ones who combine targeted intent-based Search with smart, AI-assisted scaling through Performance Max.
If you're just getting started, Search gives you clarity, control, and fast learnings. Once you’ve built a solid foundation, PMax is your growth accelerator.
Need help building your paid search strategy?
👉 Let’s talk about how to scale your business with a smarter Google Ads plan.