Should You Use Performance Max Campaigns Without Merchant Center?

Google’s Performance Max (PMax) campaign type has been gaining traction among advertisers due to its ability to leverage automation across multiple Google networks, including Search, Display, YouTube, and more. While many businesses use PMax campaigns with Merchant Center to drive sales via Shopping Ads, some wonder whether it makes sense to use PMax without Merchant Center.

In this post, we’ll explore the pros, cons, and best use cases for running PMax campaigns without a product feed.

When you run a Performance Max campaign without linking to a Merchant Center account, Google will still distribute your ads across its properties, but you won’t have access to Shopping Ads. Instead, your campaign will focus on other placements such as Search, YouTube, Display, Discover, Gmail, and Maps. The targeting and ad placements will be determined by Google’s AI, using your provided assets, audience signals, and goals.

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