Maximising ROAS on Google Performance Max (PMax)
This post explains how to drive higher Return on Ad Spend (ROAS) with Google Ads Performance Max (PMax). You’ll discover the bidding strategy, campaign structure and optimisation tactics that make the most difference in ecommerce campaigns.
What bidding strategy should you use to boost ROAS?
Use the Target ROAS (tROAS) automated bidding strategy. This tells Google’s machine-learning model to optimise bids around conversion value and aim for your ROAS goal. The article states that most successful PMax ecommerce campaigns use tROAS.
What conversion goals should you define?
Ensure your campaign’s primary objective centres on purchases or the highest value conversion action for your business. When you focus on low value conversions you dilute the optimisation power of the campaign.
How should you structure your product feed and creative assets?
For ecommerce, maintain a high-quality product feed with accurate titles, compelling descriptions and high-resolution images. Upload a variety of creative assets (images, videos, headlines, descriptions) so Google’s AI has diverse options to test and optimise.
How should you segment campaigns and asset-groups?
Structure campaigns by categories such as “bestsellers” vs “other products”, or by product category/performance level. This lets you allocate budget more effectively and focus on high-ROAS segments.
How can audience signals improve PMax performance?
Upload customer lists and provide audience signals to help Google identify high-value users more quickly—especially during the learning phase. Regularly review audience insights to refine targeting.
How much time should you allow for learning?
Avoid making frequent changes to campaign settings or structure. Let PMax run for several weeks to accumulate data and optimise. Too much interference can reset the learning phase and hurt performance.
What ongoing monitoring and adjustments should you do?
Regularly review campaign performance. Adjust your target ROAS, budget and asset groups based on results. Increase budget for high-performing segments and reduce spend in under-performing areas.
Why is integrating the Merchant Centre important?
If you’re running Shopping ads, ensure your feed in Google Merchant Center is accurate and linked to the PMax campaign. This linkage improves optimisation for product-based advertising.