Performance Max, AI Max or Demand Gen: Which Google Campaign Fits Your Business?
For enquiries from people who are actively searching, the search campaign (increasingly with AI Max) is the core. Performance Max scales across several Google channels and is mainly suited to shops with a product feed. Demand Gen creates demand through video and images, for example on YouTube. The types usually complement each other.
How do the three campaign types differ?
| Search (with AI Max) | Performance Max | Demand Gen | |
|---|---|---|---|
| Goal | Capture existing demand | Conversions across many channels | Create demand |
| Where? | Google Search | Search, Shopping, YouTube, Display, Maps, etc. | YouTube, Discover, Gmail |
| Control | Keywords, exclusions, copy | Goals, audience signals, assets | Audiences, videos, images |
| Strength | High purchase intent | Scaling, Shopping | Reach with video |
Which campaign for which business?
Service providers and tradespeople
Start with search campaigns for your core services plus a location reference. Anyone searching "electrician Vienna" usually wants someone now. Later, add Demand Gen or social ads for awareness.
Online shops
With a clean product feed, Shopping and Performance Max campaigns are often the lever. The quality of titles, prices and product photos determines success.
Restaurants and local businesses
Local search campaigns and a well-maintained Google Business Profile, complemented by Reels and social media marketing for occasions and reservations.
What do I need before I spend budget?
- Conversion tracking: Without measurement, all AI campaigns learn in the wrong direction.
- A good landing page: Fast, clear, with a way to get in touch and trust signals.
- A realistic budget: Budgets that are too small deliver too little data for the learning phase.
- A goal with value: Do you know what an enquiry or a sale is worth to you?
Can I run all of them at the same time?
Yes, but with a clear division of tasks, so that campaigns do not take the same enquiries away from each other. A proven structure is: search as the base, Performance Max for the shop or for scaling, Demand Gen for video reach. More on the changes to search campaigns in the article on AI Max.
Frequently asked questions
Which campaign is easiest for beginners?
A focused search campaign with a few clear keywords, clean tracking and a good landing page. It is easy to control and quickly delivers usable data.
Is Performance Max worse than search campaigns?
Not in principle; it has different strengths. For services with low search volume, classic search is often more transparent, while for shops with a feed, Performance Max is frequently strong.
How much budget do I need?
That depends on industry and competition. In the initial consultation we work out together what an enquiry may cost and what budget is needed for meaningful data.
