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Performance Max not converting? What to check first

Updated

Start with the basics

Performance Max is a campaign type where Google picks where your ads show. It learns from your conversions (sales, calls or forms you count as results). If it brings few results, work through this list in order.

1. Is conversion tracking working?

Performance Max can only aim for what it can measure.

  • Go to Goals, then Summary, and check the status of each conversion action. (If you can’t find it, search for “conversions summary” in the Google Ads search bar.)
  • Make a test conversion yourself. Fill in your form or place a test order. Check that it shows up within a day or so.
  • Make sure your real results are set as Primary actions. Google uses primary actions for the “Conversions” column and for bidding. Secondary actions only show in “All conversions.”

2. Is it chasing the right goal?

A campaign can be “converting” on the wrong thing. If a page view counts as a conversion, Google will chase page views.

  • Open the campaign’s Settings and find the conversion goals section. See whether it uses your account goals or goals set just for this campaign.
  • Make sure those goals are the results you care about, like a booked job or a sale.

3. Has it had enough time?

Smart bidding (where Google sets bids for you) needs time to learn. Google says this can take one to two conversion cycles. A conversion cycle is the usual time between a click and a result. After big changes to budget, bids or assets, Google suggests one to two weeks to settle.

  • Check the bid strategy status. “Learning” means it is still adjusting.
  • Avoid changing things every few days. Big changes can restart the learning.

4. Is the budget big enough to learn?

If your budget buys only a few clicks a day, Google has little data. When you set the budget, Google shows suggested amounts. Google says the lowest one is the minimum it recommends for that campaign. If you cannot afford that, a Search campaign with a few tight keywords may suit you better for now.

5. Where is the money going?

Go to the campaign, then Insights and reports, then Channel performance. (If you can’t find it, search for “channel performance” in the Google Ads search bar.)

The table shows cost and conversions for Search, YouTube, Display, Discover, Gmail, Maps and search partners. If most spend goes to one channel with almost no conversions, you know where to look.

6. Are your assets good enough?

Assets are the headlines, descriptions, images, logos and videos you give Google.

  • Check Ad strength for each asset group. Google advises aiming for “Excellent.”
  • Give every asset type and size Google asks for.
  • Upload your own video. If you do not, Google says it will make videos from your text and images.

7. Are search themes and brand exclusions set up well?

Search themes are short phrases that tell Google which searches you want to show for. Each asset group can have up to 50.

  • Add themes that match what you sell, in your customers’ words.
  • Look at the campaign’s search terms insights. If you see searches that don’t fit, add negative keywords (searches you never want to show for). Google now allows them at the campaign level for Performance Max.
  • Check brand. If most conversions come from searches for your business name, Performance Max may be taking credit for customers who would have found you anyway. A brand exclusion list stops that.

8. Is Google sending people to the wrong pages?

Final URL expansion lets Google send people to other pages on your site, not just the one you chose. It is on by default. It can send people to a jobs page or an old offer.

  • Check which pages got traffic in the landing pages report. (If you can’t find it, search for “landing pages” in the Google Ads search bar.)
  • In the campaign’s Settings, open Asset optimization. You can exclude certain pages or uncheck Final URL. (If you can’t find it, search for “Final URL expansion” in the Google Ads search bar.)

9. Is the page doing its job?

Open your page on your phone. Is the phone number easy to tap? Does the form work? Is the price clear?

When to give it more time

If tracking is solid, goals are right, and the campaign is under two weeks old, patience may be the best move. If it has run for a month or more with good tracking and still brings nothing, it is fair to move that budget to a Search campaign you can control more closely.