Pmax Feed Only Campaigns | Should you use them

Are feed-only Performance Max (PMax) campaigns worth trying on Google Ads? My answer is a resounding yes—definitely test them out! Don’t dismiss this option without giving it a fair shot.

Campaign Performance Overview

My agency employs a higher-lower demand segmentation strategy with just two PMax campaigns. This month, we spent €14,000 and returned €128,000 at a 9 ROAS. Last month, we invested €23,000, generating €329,000 with a 1.94 ROAS, nearly achieving a 14 ROAS.

Here’s how the numbers break down:

• Lower Demand Campaign: 8.2 ROAS
• Feed Only Campaign: 7.8 ROAS
• High Demand Campaign: 6.64 ROAS

Insights on Campaign Types

I’ve observed that our high-demand campaigns don’t consume any shopping costs. Instead, expenses are allocated to other costs. This prompted me to initiate a feed-only campaign to compensate for the shopping spend that PMax typically requires.

The strategy for scaling a PMax campaign is to analyze which elements work effectively and then create dedicated campaign types to maximize results.

Why Choose Feed Only Over Shopping Campaigns?

I opted for a feed-only PMax campaign rather than a standard shopping campaign for a few reasons:

• Higher Efficiency: Feed-only campaigns focus on shopping by utilizing minimal assets, ensuring all spending goes to shopping.
• Performance Metrics: This month, our feed-only campaign spent €2,500 and delivered a 7.85 ROAS—a significant performance indicator.

Final Recommendations

While feed-only PMax campaigns may not suit every account, they can yield exceptional results for some. As a marketer, it’s crucial to test your hypotheses rather than form opinions without data backing them up.

I encourage you to experiment with PMax feed-only campaigns in your accounts to determine their effectiveness. If you’re interested in setting up your campaign strategy, feel free to book a call with me. Let’s work together to scale your e-commerce brand through Google Ads and other marketing channels!