Performance Max vs Shopping Campaigns: Comparison Table and when to use each one

Digital advertising campaigns are an essential tool for any business looking to increase its online visibility. Google, as the world's largest search engine, offers several options for advertisers, including Performance Max and Shopping campaigns.

Both have their advantages and disadvantages, and choosing between one or the other will depend on your specific marketing objectives. In this article, we will provide a comparison table of these two options and discuss when it is best to use each.

What are Performance Max campaigns and what are they for?

Performance Max campaigns are an automated advertising option from Google that uses machine learning to optimize your ads across all Google channels, including Search, YouTube, Gmail, Discover, and the Display Network.

These campaigns are ideal for advertisers looking to maximize conversions or conversion value across all Google channels.

What are Shopping campaigns and what are they for?

Shopping campaigns allow advertisers to promote their products directly in Google search results.

These campaigns are especially useful for online retailers, allowing you to display product images, prices, and store names directly in Google search results.

Comparison Table: Performance Max vs Shopping


Max Performance


Advertising channels

All Google channels

Google search results


Automated with machine learning



Maximize conversions or conversion value

Promote products directly in search results

When to use Performance Max and when Shopping?

Choosing between Performance Max and Shopping will depend on your specific marketing goals.

If your goal is to maximize conversions or conversion value across all Google channels, Performance Max campaigns may be the best option.

On the other hand, if you are an online retailer looking to promote your products directly in Google search results, Shopping campaigns may be more suitable.

How to choose between Performance Max and Shopping?

The choice between Performance Max and Shopping is not always easy. It's important to consider your marketing goals, your budget, and your resources before making a decision. It can also be helpful to try both options and see which one offers the best results for your business.

What are the benefits of Shopping campaigns for small businesses?

Shopping campaigns offer several benefits for small businesses, including:

  1. Relevant audience : Shopping campaigns reach a highly relevant audience. When someone searches for a specific product on Google, they likely already have the intention to buy.
  2. Detailed information : Shopping ads provide detailed information about your products, including the product name, price, and a brief description.
  3. Attract attention : Images of your products are a key element to attract the attention of potential buyers.
  4. Better qualified leads : Shopping campaigns can attract more qualified leads.
  5. Broader presence : Shopping campaigns can help small businesses have a broader presence.
  6. Powerful reporting : Shopping campaigns provide powerful reporting that can help small businesses better understand their performance.
  7. Automatically optimized conversion value : Shopping campaigns can automatically optimize conversion value.

These benefits can help small businesses increase their online visibility, attract more qualified leads, and ultimately increase their sales.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.


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