Understanding Google Ads Performance Max: Audience Signals and Search Themes

Google Ads Performance Max campaigns rely on machine learning to deliver ads across Google’s channels. A recent Search Engine Land article challenges the idea that audience signals are the primary drivers of Performance Max success and highlights how search themes and conversion data play pivotal roles. “Think audience signals drive PMax? Think again.” — Search Engine Land.

Google Ads PMax Audience Signals and Search Themes

The role of audience signals

Audience signals — including customer lists, remarketing lists, and interest-based segments — act as guidance inputs rather than firm targeting controls. Performance Max uses these signals as starting points while continuously testing different audiences based on real-time conversion performance. This means provided audiences can be supplemented or deprioritized if other user groups show higher conversion potential.

The importance of search themes

Search themes are broad topics that help the AI match ads to relevant queries by indicating user intent. Unlike traditional keywords, search themes guide the algorithm without locking it into exact-match conditions. They should complement creative assets and conversion signals to help the AI find relevant traffic.

How to optimize Performance Max campaigns

1. Prioritize conversion tracking

Accurate, granular conversion tracking is the foundation for machine learning. Ensure goals, value settings, and event tracking (including server-side/GA4 where applicable) are implemented and verified.

2. Use strong creative assets and clear asset groups

Organize asset groups around distinct product lines or creative themes rather than by audience signals alone. Different creatives provide meaningful variation for the algorithm to test.

3. Choose the right bidding strategy

Select bidding strategies that align with business objectives—maximize conversion value for revenue-focused campaigns or target CPA for volume-focused goals—and monitor performance closely.

4. Apply search themes thoughtfully

Use search themes to give contextual direction to the AI, but avoid fragmenting campaigns by creating many asset groups that differ only by themes or audiences. Quality over quantity helps machine learning converge faster.

5. Monitor and iterate

Regularly review performance signals (search term insights, asset group performance, audience overlap) and update creatives, conversion events, or bidding approaches based on data-driven findings.

Implications for measurement and testing

Because Performance Max explores beyond supplied audience signals, A/B testing should focus on creative and conversion variable changes that materially affect user behavior. Use experiments and careful controls to understand the impact of major adjustments, and avoid small changes that may not provide statistically significant results.

Common questions

Are audience signals useless?

No. They help the algorithm learn faster by suggesting likely converters, but they are not strict targets. Treat them as accelerators, not limits.

Do search themes replace keyword targeting?

Not exactly. Search themes provide contextual signals but aren’t a substitute for keyword-based campaigns in all cases; they work best when paired with solid conversion data and strong creatives.

Conclusion

Audience signals and search themes are important inputs for Performance Max, but they are part of a broader system where conversion tracking, bidding, and creative quality often exert stronger influence. Advertisers should supply clear signals and high-quality assets while allowing the platform to discover and optimize toward the most valuable traffic.

Quick checklist for advertisers