Search, Display, Performance Max: Choosing the Right Google Ads Campaign
Performance Max campaigns are changing how businesses advertise on Google. In this guide, Ilett Digital breaks down Search, Display, and Performance Max campaigns to help Australian businesses choose the right paid advertising strategy for growth.
Introduction
Google Ads has evolved well beyond simple search advertising. Today, businesses can choose from Search, Display, and increasingly popular performance max campaigns — but knowing which option delivers the best return isn’t always straightforward.
For Australian businesses, choosing the wrong campaign type can mean wasted spend, poor lead quality, or missed growth opportunities. At Ilett Digital, we help businesses understand how each Google Ads format works and when to use them strategically.
In this guide, we break down Search, Display, and Performance Max campaigns — and explain how to choose the right one for your goals.
Understanding Google Ads Campaign Types
Before comparing performance, it’s important to understand how each campaign type functions.
Search Ads
Search ads appear at the top of Google search results when users actively search for keywords related to your service or product.
Best for:
High-intent searches
Lead generation
Service-based businesses
Immediate conversions
Search ads work exceptionally well when users already know what they want — such as “plumber Gold Coast” or “party bus hire”.
Display Ads
Display ads show visual banners across websites, apps, and YouTube placements within Google’s Display Network.
Best for:
Brand awareness
Retargeting website visitors
Visual promotions
Top-of-funnel audiences
Display campaigns are less about instant conversions and more about staying visible and top of mind.
Performance Max Campaigns
Performance max campaigns are Google’s most automated campaign type. They allow ads to run across Search, Display, YouTube, Gmail, Discover, and Maps — all within one campaign.
Instead of manually selecting placements, Google’s AI uses signals such as user behaviour, location, device, and intent to deliver ads where they’re most likely to convert.
Best for:
Businesses with clear conversion goals
Multi-channel exposure
E-commerce and service-based brands
Scalable growth
Search vs Display vs Performance Max Campaigns
Control vs Automation
Search ads offer the most control over keywords and messaging
Display ads allow visual branding but limited intent
Performance max campaigns prioritise automation and data-driven optimisation
While automation reduces manual control, it increases reach and efficiency when set up correctly.
Audience Intent
Search ads target active intent
Display ads target passive audiences
Performance Max blends intent + discovery, capturing users at different stages of the buying journey
This makes Performance Max especially effective for businesses wanting full-funnel coverage.
Budget Efficiency
When poorly structured, Performance Max can waste spend. However, with the right signals, assets, and conversion tracking, it can outperform traditional campaign setups.
At Ilett Digital, we treat Performance Max as a strategy, not a “set and forget” solution.
When Performance Max Campaigns Make the Most Sense
Performance Max campaigns work best when:
You have clear conversion tracking set up
Your website is optimised for user experience
You want coverage across multiple Google platforms
You’re scaling an existing Google Ads strategy
They are especially effective for:
E-commerce stores
Event and booking-based businesses
Service businesses targeting competitive markets
Common Mistakes Businesses Make with Performance Max
Despite their potential, many campaigns fail due to poor setup.
Mistake 1: No Clear Conversion Goals
Without accurate tracking, Google’s AI cannot optimise effectively.
Mistake 2: Weak Creative Assets
Performance Max relies heavily on:
Headlines
Descriptions
Images
Videos
Low-quality assets lead to low-quality placements.
Mistake 3: No Ongoing Optimisation
Automation still requires human oversight. Performance Max needs regular asset reviews, audience signal updates, and budget control.
How Ilett Digital Uses Performance Max Strategically
At Ilett Digital, we don’t rely on automation alone. Our approach includes:
Clear campaign structure aligned with business goals
Proper GA4 and conversion tracking setup
Audience signals built from real user data
Asset optimisation based on performance
Regular reporting and refinement
We use Performance Max alongside Search and Display, not instead of them — ensuring each campaign type plays its role in the funnel.
Compliance and Advertising Standards
Paid advertising in Australia must follow consumer and advertising regulations. Businesses should ensure claims, pricing, and messaging are accurate and transparent.
For guidance, we reference:
These resources help ensure advertising remains compliant and trustworthy.
Final Thoughts: Choosing the Right Google Ads Campaign
There’s no single “best” Google Ads campaign type — only the right strategy for your business.
Use Search ads for high-intent leads
Use Display ads for brand visibility
Use performance max campaigns for scalable, data-driven growth
When structured correctly, Performance Max can deliver exceptional results — but success depends on strategy, tracking, and expertise.
Not sure which Google Ads campaign is right for your business?
Ilett Digital helps Australian businesses build profitable, data-driven paid advertising strategies.
👉 Get in touch today and let’s make your Google Ads work smarter.
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