Search campaign or Performance Max: what a service business should choose
Service businesses should usually start with Search campaigns: they appear to people already looking for the service and give you more control. Performance Max is added once there is conversion data and enough budget.
Search campaign
It appears for search queries. You choose the keywords, read the search terms and add negative keywords. It's the most direct way to reach people with existing demand.
Performance Max
An automated campaign that shows ads across different Google placements. It works well when conversion data is available, but gives less control and less data about search terms.
Where to start
For local services it makes sense to start with Search and working conversion tracking. I show which mix of campaigns suits you in a free forecast.
- Service businesses should usually start with Search
- Performance Max needs conversion data
- Search gives more control over search terms
Updated 9 November 2026
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