Meet Sarah. She runs a boutique furniture showroom in Fortitude Valley. Last year, she switched her Google Ads to Performance Max (PMax), lured by the promise of AI-driven efficiency. For the first month, things were great. Then, the 'black box' took over.
Suddenly, her ads for high-end timber dining tables were appearing on mobile gaming apps, and her budget was being swallowed by branded search terms she was already ranking for organically. Sarah’s experience is a common one among Brisbane business owners: PMax is a powerful engine, but without a driver, it often takes the scenic (and expensive) route.
As we move through 2026, the secret to PMax isn't just 'setting and forgetting.' It’s about aggressive curation. Here is how to reclaim control and optimise your Performance Max campaigns for actual profit, not just vanity metrics.
1. Audit Your Asset Groups (The 'Garbage In, Garbage Out' Rule)
Google’s AI is only as good as the creative you feed it. Many businesses make the mistake of dumping generic lifestyle photos into a single asset group.
To optimise, you must segment your assets by product category or audience intent. For a local Brisbane service business, this means having distinct asset groups for different suburbs or service types. If you are running video ads, ensure they are high-quality; otherwise, Google will automatically generate 'slideshow' videos that can look cheap and damage your brand.
Refining your creative is similar to engineering your ad spend by ensuring every dollar is backed by high-quality, relevant content that resonates with the Queensland market.
2. Implement Script-Based Negative Keywords
One of the biggest frustrations with PMax is the lack of keyword control. By default, Google might show your ads for your own brand name—essentially charging you for clicks you would have gotten for free.
The Fix: Use a 'Brand Exclusion' list or reach out to a Google representative to apply a negative keyword list to your PMax campaign. This forces the AI to find new customers rather than cannibalising your existing brand traffic. This is a vital step in building a lead engine that actually grows your business rather than just recycling your current fans.
3. Feed the AI Better Signals
Don’t just tell Google to find 'conversions.' Tell it who your best customers are.
Customer Lists: Upload your CRM data (hashed email addresses) of your highest-spending clients. Interests: In Brisbane, if you’re a luxury brand, don’t just target 'furniture.' Target 'Recent Home Buyers' in high-growth corridors like Newstead or Ascot.
- Observation: Monitor which signals are driving the most value. PMax uses these 'Audience Signals' as a starting point, not a boundary.
4. The 'Final URL Expansion' Trap
By default, PMax might send users to any page on your website it deems relevant. For many, this results in traffic hitting 'About Us' pages or old blog posts instead of high-converting product pages.
Actionable Step: Go to your campaign settings and review your 'Final URL Expansion.' If you have specific landing pages designed for conversion, exclude your non-transactional pages (like your privacy policy or careers page) to ensure the AI doesn't waste budget on 'information seekers' who aren't ready to buy.
5. Monitor Your Placement Reports
While PMax hides a lot of data, you can still see where your ads are showing. If you notice a massive spike in 'Mobile App' placements, your budget might be being wasted by kids clicking ads in games.
While automation is the future, Sarah discovered that automation needs a pilot to ensure the machine doesn't veer off course. Regularly check your placement reports and use account-level exclusions to block low-quality sites and apps that don't align with your brand values.
Summary Checklist for PMax Success
1. Segment by Intent: Create separate asset groups for different product lines. 2. Exclude Brand: Use brand exclusion lists to focus on acquisition. 3. Refine URLs: Use URL exclusions to keep traffic on high-intent pages. 4. High-Res Creative: Replace auto-generated videos with professional 15-second spots. 5. Review Placements: Block junk apps and websites at the account level.
Conclusion
Performance Max isn't a magic wand; it’s a high-performance engine that requires high-octane data and a steady hand on the wheel. By implementing these optimisations, you move from being a passive observer of your marketing spend to an active strategist.
Whether you’re a retailer in Chermside or a professional service firm in the CBD, the goal remains the same: making sure Google’s AI works for your bottom line, not just its own.
Ready to stop the 'black box' from burning your budget? Contact the team at Local Marketing Group today, and let’s fine-tune your Google Ads for real-world Brisbane results.