There is no minimum spend for a Google Performance Max campaign – you’re welcome to invest as much or as little as you like.

But in reality, the less you invest, the less likely your campaign is to succeed. That’s more or less true for all forms of advertising, but particularly for pMax, which spreads your investment across a number of Google advertising channels, so a small investment will be spread particularly thin.

Risk should always be considered when you are thinking about a performance max campaign and how this fits in with the rest of your digital strategy. This is because AI has more leverage than what would happen in other types of advertising and this includes the creatives that it creates. We have done extensive testing and have a adopted very different strategies for brands that have maturity in the market as well as by sector and geography a business may be playing in. The combination of marketing channels is also very important in how successful this type of campaign can be.