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Google Ads Performance Max: What Actually Moves ROAS
After managing $12M+ in Performance Max spend across 40 accounts, here are the seven levers that matter.
Rohan Kapoor Jul 8, 2026 7 min read
Performance Max, decoded
PMax is a black box — but it's not random. After managing $12M in spend across 40+ accounts, we've isolated the seven levers that consistently move ROAS.
- Asset group signals (audience seeds)
- Search themes for intent shaping
- Conversion value rules
- Enhanced conversions with LTV feedback
- Product feed hygiene (for shopping)
- Negative keywords at account level
- Creative refresh cadence
Skip these and you'll burn budget on brand cannibalization.
#Google Ads#PMax#ROAS
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