Google Ads Grant: PMAX (new) Vs Search Campaign (old)

We have previous written about performance max (PMAX) for Google Ads Grant users in the UK and hope that this simplified with cut through some of the mystery surrounding the two forms of adverting using Google Ads.

If a Search Campaign is like a carefully organised filing cabinet, with folders (Ad Groups) and files (ads), Performance Max (PMax) is more like a Smart Assistant who has access to your entire office and decides which tool to use based on the goal you give them.

The structural difference isn’t just about where the ads show up, but how you build them.

Structural Comparison

Feature	Normal (Search) Campaign	Performance Max (PMax) Campaign
Organisational Unit	Ad Groups (Themed by Keywords)	Asset Groups (Themed by Audience/Creative)
Primary Trigger	Keywords (You pick the exact words)	Audience Signals & AI (You give “hints”)
Where Ads Appear	Only Google Search results	Everywhere (Search & Maps only for Google Ads Grants accounts)
Creative Input	Mostly text-based ads	“Lego-style” assets (Images, Videos, Headlines)
The “Brain”	You (Manual control of bids/words)	Google’s AI (Automated “Smart Bidding”)

1. From “Keywords” to “Signals”

In a Normal Campaign, your structure is built around Keywords. If the user doesn’t type your word, your ad doesn’t show.

In PMax, you don’t bid on keywords. Instead, you provide Audience Signals (like “people interested in hiking”). Google then uses its AI to find those people across all its apps, even if they aren’t searching right that second.

2. From “Ads” to “Asset Groups”

In a Normal Campaign, you write a specific ad for a specific group of keywords.

In PMax, you create an Asset Group. You upload:

• Up to 15 Headlines
• 5 Descriptions
• 20 Images
• 5 Videos (if a paid account)

Google then “mixes and matches” these assets to create thousands of versions of your ad, automatically choosing the best.

3. The Hierarchy (The 2026 Rule)

One of the most important structural rules in 2026 is that Normal Search Campaigns (Exact Match) usually take priority.

Important: If you have an “Exact Match” keyword in a Search campaign, Google will generally show that ad instead of your PMax ad. This allows you to keep tight control over your most important terms while letting PMax “go fishing” for new customers everywhere else.

Summary

• Search Campaign: Precise, manual, and intent-driven (User → Keyword → Ad).
• Performance Max: Broad, automated, and goal-driven (Goal → AI → All Google Platforms – Google Ads Grant account only search and maps).

1. Normal (Search) Structure

Focus: Control & Intent This is a “bottom-up” build. You tell Google exactly which words to look for.

• Campaign: Sets the budget, location, and overall goal.
• Ad Group: Houses a specific list of Keywords.
• Ads: You write specific Responsive Search Ads (RSAs) where you provide headlines and descriptions that specifically match those keywords.
• Ad Assets: (Formerly “Extensions”) You manually attach Sitelinks, Callouts, and Images to these specific ads to make them bigger.

2. Performance Max (PMax) Structure

Focus: Automation & Reach This is a “top-down” build. You give Google the “ingredients” and the AI cooks the meal.

• Campaign: Sets the budget and goal (e.g., “Maxamise Conversions”).
• Asset Group: Instead of an Ad Group, you have an Asset Group. This contains:
  • Creative Assets: Up to 15 Headlines, 5 Long Headlines, 5 Descriptions, 20 Images, and 5 Videos.
  • Audience Signals: You don’t use keywords to target; you use “Signals” to hint to Google who your customer is (e.g., “People who visited my site” or “People interested in golf”).
  • Search Themes: (A 2026 feature) You can provide up to 25 “themes” to help the AI understand your business context faster.
• Site Assets: These are automatically pulled in and applied across all of Google’s networks (YouTube, Maps, etc.) to build the best ad for that specific moment.

The “Big Difference”

In a Normal Campaign, the Keyword is the boss. If the keyword isn’t there, the ad doesn’t show.

In PMax, the Asset Group is a bucket of parts. Google’s AI is the boss, it picks which “parts” to show to which person, based on whether it thinks they are likely to buy.

You can read our Performance Max vs Search for Charities: Pros and Cons article to gain further insight.