Performance Max is the name of new Google Ads campaigns that leverage automation and Machine Learning to achieve conversion goals set by advertisers.
Thanks to AI and ML, performance max campaigns optimize different aspects of ads such as, e.g., broadcast channels, budget, value of conversions, cost at auction with Smart Bidding, etc.
This optimization occurs in real time.
From a single campaign, the advertiser can access all Google Ads resources including Gmail, YouTube, the Search Network, the Display Network, etc.
The new Ads campaign type is especially promising for advertisers who want to create campaigns that are closely tied to conversion or sales goals, in an automated and simplified manner.