Create a Performance Max campaign with online sales or lead generation goals

Step 1: Create your campaign and choose a goal

Next: Step 2: Set your bidding preferences

Business names and logos are part of your brand guidelines. This migration allows you to control how your brand appears in ads on Performance Max campaigns. To keep using your preferred business name and logos for your campaigns, add the assets to your brand guidelines. If no updates are made by mid-April 2025, the business name and logos from the top performing asset group from your campaign will be used. Learn more About brand guidelines.

One of the most common goals among advertisers is to encourage customers to pursue a specific action. This article explains how to create your Performance Max campaign with a goal to drive online sales or generate leads across the Google Search Network and the Google Display Network.

If you want to use a Merchant Center feed, review how to Create a Performance Max campaign using a Merchant Center feed.

Performance Max is powered by Google AI to generate campaign settings that help you get more value from your advertising. As you create your campaign, you may receive notifications about issues that could affect performance. Use the campaign construction navigation menu to review and resolve these issues. Learn more about how to Set up your campaign for success.

Tip: If the goals in this article don’t match the campaign goals you’ve set up in Google Ads, Google provides additional Performance Max campaign creation options. Learn more about other ways to Create a Performance Max campaign.

Instructions

If you have a “Sales” or “Leads” goal, follow the steps below to create a Performance Max campaign. If you’re unfamiliar with conversion tracking, review Set up conversion tracking for your website before you set up your goals.

Note: To ensure that your Performance Max campaigns run effectively, you should add products to your linked Merchant Center feed for shopping ads destination. This step is important for your campaigns to have relevant products displayed.

In your Google Ads account, click the create button , then select Campaign.
Choose “Sales”, “Leads”, “Website traffic“, “Local store visits and promotions”, or “Create a campaign without a goal’s guidance” as your campaign objective.
After you confirm your conversion goals and select Performance Max as your campaign type, you can click Continue.
- Note: Your account goals will be automatically populated, but you can remove the default goals, or add new goals based on your desired outcome.

Enter a campaign name.
Select Continue.

Keep in mind

Update or remove irrelevant or stale goals: You should update conversion goals to improve performance and to avoid continually removing them from your targeted goals. Click the 3-dot icon to edit or remove irrelevant goals, or go to “Conversions” to update your account-level conversion goals.
Set conversion values: Set conversion values for different goals or when each conversion is worth a different amount to your business. For example, if your campaign is optimized towards both phone calls and website actions, you can set the value for phone calls as your average sale order value. Google AI will optimize for goals with the highest ROAS.

Was this helpful?

How can we improve it?

Create a Performance Max campaign with online sales or lead generation goals

Step 1: Create your campaign and choose a goal

Instructions

Was this helpful?

Need more help?

Try these next steps: