Should home-service businesses use Performance Max?
What Performance Max is
One campaign type that can show your ads across Google Search, Maps, YouTube, Display, Discover and Gmail. You give it budgets, goals and creative; Google decides placements and bids.
Why it often disappoints trades
- Weak conversion data: small accounts don’t give the system much to learn from.
- Junk leads: if form fills count equally, it can find cheap, low-quality forms.
- Less control: fewer levers to choose where ads show and which searches trigger them.
When it can work
- You already have solid search campaigns and reliable tracking.
- You can import booked jobs as conversions.
- You have good photos and video of your work.
- You run it as a test with its own budget and compare cost per booked job.
Our usual approach
Search campaigns first, with tight keywords and negatives. Local Services Ads if eligible. Performance Max only as a measured test once the basics are proven.
Running Performance Max now?
Ask for a free audit. We’ll compare its cost per lead against your search campaigns and check what it counts as a conversion. See Google Ads management.
Sources
- About Performance Max campaigns, Google
- About Smart Bidding, Google
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