Performance Max for tradespeople
Performance Max can bring in enquiries, but only with good measurement and tight limits. We first decide whether it suits you.
100+ businesses and growing
Marketingkenners zet Performance Max alleen in voor vakmensen bij wie zoekcampagnes al aanvragen opleveren en elke aanvraag tot op de offerte gemeten wordt. We houden de campagne in toom met negatieve zoekwoorden, een merkuitsluiting, locatie op aanwezigheid en geblokkeerde apps. Getekende klussen gaan als offline conversie terug naar Google Ads, zodat de campagne op klussen stuurt.
What Performance Max is
Performance Max is a campaign type in Google Ads that advertises across all of Google’s channels with a single campaign: Search, Maps, YouTube, Gmail, Discover and the Display network. You supply texts, images and a goal. Google decides for itself where and to whom the ad appears.
That sounds handy, and sometimes it is. But you give up a lot of control. You see less clearly which searches you pay for, and Google steers on the goal you measure. If you measure the wrong things, Performance Max also steers on the wrong things.
- One campaign for all Google channels
- Google chooses place, moment and audience
- Only as good as the measurement beneath it
Which search do you pay for?
Not every click is a customer. Choose a search below and see whether we advertise on it or not, and why.
Quality work in your own region. Call straight away or request a quote.
Someone with an urgent problem. Highest chance of a job today.
Why we usually start with search campaigns
For local tradespeople with a limited budget, we start with search campaigns. They show your ad to people who are themselves looking for a tradesperson at that moment, such as ‘gutter replacement Arnhem’. That is the strongest buying intent there is.
Performance Max often delivers cheaper clicks, but those far less often become an enquiry. On top of that, Google counts some engagement actions as a click, such as a video you watch for 30 seconds or a Gmail ad you open. The number of real visitors on your site is then lower than the figures suggest.
Running Performance Max in an account without measured enquiries wastes budget. Google then has nothing to learn from. That is why we first prove with search campaigns that it works. Only then do we look at whether Performance Max adds anything.
Search campaign versus Performance Max
Search campaign
- You choose the keywords yourself
- Only in Google’s search results
- You see exactly which searches you pay for
- Works on buying intent from day one
Performance Max
- Google chooses the searches and placements
- Also on YouTube, Gmail, Discover and Display
- Less insight into where the budget goes
- Needs measured enquiries to learn
When Performance Max does fit
We only deploy Performance Max once these conditions are met.
- Your search campaigns already bring in enquiries
- Every enquiry is properly measured, down to the quote
- There is budget left over after the search campaigns get enough
- You have real project photos and videos for the ads
- Besides searchers, you also want to build reach in your region
How we keep Performance Max in check
You can’t switch off the channels within Performance Max entirely. You can steer where the budget goes, though.
Negative keywords
We exclude searches like ‘vacancy’, ‘DIY’ or ‘cheap’. Read more about negative keywords.
Exclude your own brand
Anyone already searching for your company name will find you anyway. With a brand exclusion you don’t pay Performance Max for those clicks.
Location on presence
Only people who are really in your service area see the ad. Not someone who once looked something up about it.
Block placements and apps
We exclude poor placements and block ads in mobile apps. Real jobs rarely come from there.
Video and URL expansion off
We switch off automatic videos and don’t let Google pick other pages of your site as landing page itself.
Search themes per service
We supply search themes per service, so the emphasis lies on people who are looking for a tradesperson.
Steering on signed jobs
Performance Max is exactly as smart as the signal you give Google. If a click on your phone number already counts as a conversion, Google goes looking for more of those clicks. Even if no job ever comes from them.
That is why we only measure real enquiries as the main goal. Every form carries Google’s click ID. If an enquiry later becomes a signed quote, we send that back to Google Ads as an offline conversion . That way the campaign learns which clicks bring in work.
Every morning at 09:00 we go through all accounts. If Performance Max starts swallowing budget without enquiries, we see it quickly and move the money back to the search campaigns.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
What is Performance Max in Google Ads?
Performance Max is a campaign type that advertises across all of Google’s channels with a single campaign, such as Search, Maps, YouTube, Gmail and Display. Google decides for itself where the ad appears, based on the goal you measure. You can find more explanation in the knowledge base under Performance Max.
Is Performance Max suitable for a roofer or installer?
Sometimes, but rarely as a first campaign. For local tradespeople, search campaigns usually bring in more enquiries per euro, because they reach people who are looking for a tradesperson now. Performance Max can add something afterwards, if the measurement is in order.
Why do I get lots of clicks but few enquiries from Performance Max?
With Performance Max, Google also counts engagement actions, such as watching a video for a long time or opening a Gmail ad. Part of the traffic also comes from Display, Discover and YouTube, where people aren’t actively searching. As a result, the real visits and enquiries are lower than the number of clicks.
Can I switch off Display ads in Performance Max?
Not entirely. You can steer, though: exclude placements, block apps, switch off automatic videos and set your location to presence. If you want full control over where you advertise, a search campaign is the better choice.
Should I exclude my own brand name in Performance Max?
Usually yes. Anyone searching for your company name already knows you. Without a brand exclusion, Performance Max counts those clicks as a result, which makes the campaign look better than it is.
I already run Performance Max. Can you take a look?
Yes. We start with an analysis of your account and your measurement. We look at where the budget goes, what counts as a conversion and whether search campaigns deliver more. Book a free intro call.
Already running Google Ads?
Have a specialist look at your account and your enquiries for 30 minutes. Free, over video.
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