Because Performance Max campaigns can serve on all of Google’s properties (for example, Google Shopping, Google Images, and YouTube), your campaign may overlap with one or more existing campaigns in your account if they have the same conversion goals, bidding targets, and other settings.
This article explains how Performance Max interacts with other campaigns in your account.
How it works
When a Performance Max campaign overlaps with your other existing campaigns, it will interact with them in the same way other existing campaigns that show ads on that overlapping inventory would interact.
In situations where multiple campaigns could serve for the same impression (such as Performance Max and a Display campaign targeting similar inventory), Google Ads prioritizes the campaign with the highest Ad Rank. This approach helps ensure that campaigns within the same account, or accounts marked as equivalent (contact support for help with this), don’t compete against each other to drive up bids. Instead, the campaign with the best Ad Rank will serve, helping you achieve a better return on investment (ROI).
Similarly, when Performance Max campaigns and Demand Gen campaigns are present in the same account and could potentially serve for the same impression, they interact based on normal auction dynamics, with the campaign having the highest Ad Rank being prioritized to serve the ad.
Exceptions to how campaign types serve based on highest ad rank
- Search Campaigns: A Search campaign with a keyword that exactly matches or is spell-corrected to a person's query will be preferred over Performance Max. For example, if the search term is "plumbrs", and your account includes the exact match keyword [plumbers] and the broad match keyword plumbrs, then the exact match keyword is preferred. If there are no keywords that exactly match the person's query across keyword match types, the campaign with the higher Ad Rank will serve. Learn more About ad group and asset group prioritization within a Google Ads account.
