Performance Max Optimisation Services UK
Achieve 400%+ ROAS with Google’s most powerful campaign type
Average ROAS
Revenue Increase
Active Clients
What is Performance Max?
Performance Max (PMax) is Google’s AI-powered campaign type that automatically optimises your ads across all Google channels: Search, Shopping, Display, YouTube, Gmail, Discover, and Maps. It’s designed to maximise conversions and revenue using Google’s machine learning.
However, Performance Max requires expert setup and ongoing optimisation to deliver results. Without proper management, PMax campaigns can waste budget on low-quality traffic across Display and YouTube while cannibalising your high-performing Search campaigns.
The Challenge: Google claims Performance Max “just works” with minimal input. The reality? Analysis of 50+ accounts shows that poorly optimised PMax campaigns deliver 60% lower ROAS than expertly managed ones.
How I Optimise Performance Max
1. Strategic Foundation
Every successful Performance Max campaign starts with strategy. I work with you to establish clear ROAS targets, conversion priorities, and budget allocation that align with your business goals.
- Goal Definition: What does success look like for your business?
- Asset Audit: Review your existing creative assets (images, videos, headlines, descriptions)
- Audience Research: Identify high-intent audience segments using your first-party data
- Product Feed Optimisation: Ensure your Shopping feed has optimised titles and descriptions
- Competitive Analysis: Understand your auction landscape
2. Campaign Architecture
Structure matters. I build Performance Max campaigns with clear segmentation—by product category, margin profile, or customer journey stage—ensuring each campaign has the right budget and bidding strategy.
- Strategic campaign segmentation for better control
- Value-based bidding with appropriate conversion values
- 2-4 asset groups per campaign with tailored messaging
- Negative keywords for brand protection and quality control
3. Asset Optimisation
Google’s AI needs quality inputs. I create comprehensive asset libraries with 15+ headlines, 5+ descriptions, high-resolution images, and video content that drives conversions.
- Creative Testing: Multiple headline and description variations
- Image Quality: High-resolution product images across all aspect ratios
- Video Assets: Engaging YouTube videos (6-second bumpers to 30-second ads)
- Performance Monitoring: Track which assets drive the highest conversion rates
4. Channel-Level Analysis
This is where ROK Systems excels. Unlike most agencies, I use proprietary tools to break down Performance Max results by channel:
- Shopping Analysis: Identify winning products and optimise feed accordingly
- Search Performance: Extract search terms and add negatives to prevent waste
- Display Quality Control: Monitor placement performance and exclude poor performers
- YouTube Effectiveness: Assess video ad performance and adjust creative strategy
- Gmail & Discover: Evaluate incremental value vs cannibalisation
The ROK Systems Advantage: I’ve built custom reporting that disaggregates Performance Max data by channel. This allows me to see exactly where your budget goes and optimise accordingly—something Google doesn’t provide natively.
5. Ongoing Optimisation
Performance Max isn’t “set and forget”. I continuously refine campaigns based on performance data, seasonal trends, and competitive dynamics.
- Budget adjustments toward top-performing campaigns
- Audience signal refinement and testing
- Seasonal strategy adaptations
- Creative refreshes to prevent ad fatigue
- Competitive monitoring via auction insights
Performance Max Success Stories
Luxury Retail: 400% ROAS
Challenge: A luxury leather goods brand needed to scale Google Ads while maintaining profitability in a competitive market.
Solution: I implemented a 3-campaign Performance Max structure segmented by product margin (high/medium/low) with tailored ROAS targets. Each campaign included 3 asset groups optimised for different customer intents.
Results:
- 400% ROAS (vs 280% from previous Standard Shopping campaigns)
- 45% increase in total revenue
- 28% reduction in cost per acquisition
- Successful expansion across YouTube and Display with incremental conversions
E-commerce Plants: 350% ROAS
Challenge: Seasonal demand fluctuations and tight margins required precise budget management for an online plant retailer.
Solution: Dynamic budget allocation based on stock levels and seasonal trends, with separate campaigns for gift products vs standard plants.
Results:
- 350% ROAS during peak season (Mother’s Day, Valentine’s Day)
- 40% higher conversion rate vs Standard Shopping
- Successfully managed stock-outs without wasting budget
Home Decor: 320% ROAS
Challenge: Wide product catalogue (5,000+ SKUs) with varying margins and performance for a home accessories retailer.
Solution: 5-campaign structure by product category with custom labels for margin-based bidding. Extensive negative keyword list to prevent low-intent traffic.
Results:
- 320% ROAS across all Performance Max campaigns
- 35% reduction in wasted spend on low-converting products
- Successful expansion into YouTube with product showcase videos
Performance Max Management Packages
Starter
£800/month
For businesses spending up to £5,000/month on Google Ads
- 1-2 Performance Max campaigns
- Initial setup and optimisation
- Monthly performance reports
- Asset creation guidance
- Email support
Professional
£1,500/month
For businesses spending £5,000-£20,000/month
- 3-5 Performance Max campaigns
- Advanced segmentation strategy
- Bi-weekly optimisation reviews
- Channel-level performance analysis
- Creative asset recommendations
- Quarterly strategy sessions
- Priority phone/email support
Most Popular
Enterprise
£3,000+/month
For businesses spending £20,000+/month
- Unlimited Performance Max campaigns
- Dedicated account manager (me)
- Weekly optimisation calls
- Custom reporting dashboard
- Multi-channel attribution analysis
- Video creative production included
- 24/7 priority support
Frequently Asked Questions
When should I use Performance Max instead of Standard Shopping?
Performance Max works best when you have a strong product feed, sufficient conversion data (30+ conversions per month), and want to expand beyond Google Shopping into Display and YouTube. Standard Shopping is better for businesses that need granular control over product bidding or have limited creative assets.
How long does it take to see results from Performance Max?
Google’s algorithm requires 4-6 weeks of learning before Performance Max stabilises. You’ll see initial results within 2-3 weeks, but optimal performance typically emerges after 8 weeks of continuous optimisation. This is why I recommend a minimum 3-month commitment.
Will Performance Max cannibalise my Search campaigns?
This is a common concern and a valid one. Performance Max can bid on search queries, potentially competing with your branded Search campaigns. I prevent this by implementing comprehensive negative keyword lists and monitoring search term reports closely. Properly optimised PMax and Search campaigns coexist successfully, with PMax capturing incremental conversions across other channels.
What creative assets do I need for Performance Max?
Minimum requirements:
- 15 headlines (max 30 characters each)
- 4 descriptions (max 90 characters each)
- At least 5 images (landscape, square, and portrait)
- 1 logo (square and landscape)
- Optional but recommended: 5+ videos (various lengths)
I provide guidance on asset creation and can recommend UK-based creative partners if needed.
How do you measure Performance Max success?
I track multiple KPIs:
- Primary: ROAS (return on ad spend) and total conversion value
- Secondary: Cost per acquisition, conversion rate, impression share
- Tertiary: Channel-level performance (Shopping, Search, Display, YouTube), asset performance, audience signal effectiveness
Every client receives a monthly report breaking down these metrics with actionable recommendations.
What makes your Performance Max service different?
Three key differences:
- Channel-Level Transparency: I’ve built proprietary tools to disaggregate Performance Max data by channel, giving you visibility Google doesn’t provide.
- Personal Service: You work directly with me, Peter Empson, not a junior account manager. Every client receives personalised strategy and hands-on optimisation.
- UK Market Expertise: I understand UK seasonality, consumer behaviour, and compliance requirements. Based in the UK, working exclusively with UK businesses.
Do you work with lead generation businesses?
Yes! Performance Max works for both e-commerce and lead generation. For lead gen campaigns, I focus on optimising for qualified leads rather than raw lead volume. This includes careful audience signal selection, lead quality scoring, and integration with your CRM to track lead-to-customer conversion rates.
Why Choose ROK Systems for Performance Max?
🎯 Proven Results
My Performance Max campaigns consistently deliver 350-400% ROAS for e-commerce clients across luxury retail, hospitality, and home goods sectors.
🔬 Data-Driven Approach
I use custom-built analytics tools to analyse Performance Max at a granular level. My channel breakdown reports show exactly where your budget goes and what drives conversions.
🇬🇧 UK Market Specialist
Based in the UK, I understand British consumer behaviour, seasonality, and market dynamics. Working exclusively with UK businesses means I know the competitive landscape.
👤 Personal Service
No account managers or junior staff. You work directly with me, Peter Empson, who personally manages every campaign. Direct access via email, phone, and WhatsApp.
🤖 Advanced Automation
I’ve built proprietary automation systems that monitor campaigns 24/7, flagging issues and opportunities in real-time. This ensures your campaigns are optimised even outside business hours.
📊 Transparent Reporting
Every client receives detailed monthly reports explaining exactly what I’ve done, why I’ve done it, and what results we’ve achieved. No jargon, no hiding behind vanity metrics.
Getting Started with Performance Max
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Initial Consultation (30 minutes, free)
I review your current Google Ads performance, business goals, and assess whether Performance Max is the right fit. No sales pressure—if I don’t think I can deliver results, I’ll tell you.
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Strategy Session (90 minutes)
If we decide to work together, I conduct a deep-dive session to understand your products, margins, seasonality, and competitive landscape. This informs the campaign architecture.
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Campaign Build (Week 1)
I build your Performance Max campaigns, including asset group creation, audience signal setup, and feed optimisation. You review and approve before launch.
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Launch & Learning Phase (Weeks 2-6)
Campaigns go live and enter Google’s learning phase. I monitor closely, making small adjustments to guide the algorithm toward your goals.
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Optimisation & Scaling (Ongoing)
Once campaigns stabilise, I begin aggressive optimisation: budget shifts, audience refinement, creative testing, and strategic scaling.
Ready to Achieve 400% ROAS with Performance Max?
Book a free 30-minute consultation to discuss your Google Ads strategy. No obligation, no sales pitch—just honest advice about whether Performance Max can work for your business.
✓ Google Ads Certified
✓ 20+ Active Clients
✓ 400% Average ROAS
✓ UK-Based & UK-Focused