How Many Performance Max Campaigns Do You Really Need?

I’ve published a video addressing a common question: How many PMax campaigns should you have in your Google Ads account?

While the video is linked in the first comment, this article offers a concise overview of the key points.

Why Two to Five Campaigns Work Best

For most midsize ecommerce companies, having two to five Pmax campaigns strikes the perfect balance.

This range allows for adequate conversion data collection, which the smart bidding algorithm needs to function efficiently.

If you generate fewer than 50 sales per campaign monthly, consider using standard shopping campaigns or exploring micro-conversion strategies.

Avoiding Extremes: Too Few or Too Many Campaigns

One common misconception is that lumping everything into a single campaign provides more data.

However, products often have unique needs that a single campaign can't efficiently address unless your products are similar.

Conversely, too many campaigns—like 20 or more—can lead to human error and dilute the data-driven momentum the algorithm requires.

The Challenges of Managing Budgets

Balancing your budget across Pmax campaigns is critical yet challenging.

A high budget might lead to inefficient ad placements, while a low budget could limit reach. Thus, fewer campaigns mean easier budget management, leading to better results.

Effective Campaign Structuring Approaches

There are main approaches for structuring campaigns: focusing on budget, ROAS (Return on Ad Spend), and seasonal bid adjustments.

These methods can help customize campaigns based on specific needs.

For example, adjusting ROAS targets for bestsellers, or applying seasonality bid adjustments during sales can significantly boost performance.

Video

For more details on this topic, watch the video linked in the first comment.

Conclusion

In summary, aim for two to five Pmax campaigns and only create more if you have specific strategies to implement.

Simplifying your campaign structure not only enhances performance but also minimizes the potential for errors.