Ever feel like Google is forcing you to use Performance Max whether you like it or not?
You're not alone. And now we have confirmation from the inside.
A recently leaked internal email from Google reveals what many marketers have suspected for months: Google is aggressively pushing Performance Max campaigns, despite lukewarm reception from advertisers.
The email exchange between Google executives reveals a fascinating glimpse into how the search giant views its own products versus how advertisers actually feel about them.
Here's the key takeaway: Google knows many advertisers aren't excited about Performance Max, but they're doubling down anyway.
As one exec put it: "there was some real frustration that Google isn't listening and pushing 'full auto' solutions they don't want”.
This matters because it signals that Google will continue to prioritize automation over control, regardless of advertiser feedback. The company seems committed to a future where AI-driven campaigns are the default, not an option.
For brands and startups, this creates both challenges and opportunities.
First, the challenges. If you've been resisting the move to Performance Max, you're fighting an uphill battle. The leaked email confirms that "Pmax is how you buy performance on Google" and anything that's not PMax is "structurally disadvantaged from a positioning and sales perspective”.
This means if you're still clinging to more granular campaign types, you might eventually find yourself working with increasingly limited options as Google pushes its automation agenda.
But there's an opportunity here too. If Google is going all-in on Performance Max, becoming an expert at optimizing within these constraints could give you an edge over competitors who are still struggling to adapt.
The key is learning how to work with the automation rather than against it. This means:
- Feeding the algorithm high-quality first-party data whenever possible
- Creating multiple asset groups with distinct themes to help guide the AI
- Setting up conversion value rules to steer Performance Max toward your highest-value customers
- Using audience signals strategically to help the algorithm find the right people
The email also hints at potential product changes coming down the pike. There's mention of "SearchMax" or "Pmax for search," suggesting Google may be planning to extend the Performance Max approach even further across its ad ecosystem.
For marketers, this is a clear signal to start building your automation expertise now, before these changes become mandatory.
What's particularly interesting about this leak is how it highlights the disconnect between what Google thinks advertisers want and what they actually want. As one exec notes, at best advertisers were "willing to go along" with Performance Max, hardly a ringing endorsement.
Google's push toward automation isn't slowing down, even if advertisers aren't enthusiastic.
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