Performance Max promised simplified scale, but for many mature accounts, it’s the biggest constraint on profitable growth once it hits a certain point.

In this session, you’ll learn how advanced advertisers are diagnosing PMax performance issues, restructuring accounts to regain control, and using intent signals, asset strategy, and measurement to push past performance plateaus. This session focuses on decision frameworks and system-level fixes, and not just surface-level optimizations.

After this session, attendees will be able to:

• Diagnose if Performance Max is incrementally profitable or simply reallocating demand from other campaigns.
• Apply repeatable frameworks to decide when to constrain, segment, or replace PMax in mature accounts.
• Use testing asset strategy, audience signals, and campaign exclusions to reduce waste and improve marginal ROI.