Google Search vs Performance Max

Manual keyword-based vs AI-driven automated Google campaigns.

Search is high-intent, keyword-based, manual control. Pmax is AI-run across all Google inventory (Search, Shopping, Display, YouTube, Discover).

At a glance

	Google Search	Performance Max
Control	High (keywords, bids)	Low (AI black box)
Best for	High-intent services	E-commerce, mature advertisers
Transparency	Granular	Limited reporting

You want control, you're services/B2B, you have clear high-intent keywords.

E-commerce with feed, mature advertiser, want to let AI handle inventory distribution.

Services/B2B: Search. E-commerce: both, with Pmax doing Shopping + defaults and Search handling brand.