If you’ve ever managed Google Ads campaigns, you’ve likely faced this question: Should I pair Search with PMAX or stick with Search + Display? It’s a fair debate, especially when lead generation is your goal and you’re thinking about adding remarketing too.

Let’s break this down together in plain English, no fluff, and see what makes sense for your business.

First, What’s the Big Deal About PMAX?

Performance Max (PMAX) is Google’s shiny new campaign type that promises to use AI magic to drive conversions across Search, Display, YouTube, Discover, Gmail, and more. Sounds incredible, right? And for certain businesses like lawyers, plumbers and dentists who rely on lead generation, it may well be.

Here’s why PMAX is turning heads:

• All-in-One Campaign: PMAX combines everything into one campaign. It’s like having a Swiss Army knife for ads.
• Built-in Remarketing: PMAX dynamically and automatically remarkets to potential leads, especially for shopping feeds.
• AI Optimization: Google’s AI learns fast and adapts to get you the best possible leads.

But let me be real with you—PMAX isn’t perfect. You have less control over targeting, which can mean wasted spend on irrelevant audiences. And if your budget can’t support at least 25+ conversions per month, PMAX won’t have enough data to perform well. Also, PMAX is known in the PPC community to be prone to spam and spambots, way more than any other campaign type.

What About Good Ol’ Search + Display Combo?

Before PMAX, the tried-and-true combo was Search + Display, and it’s still a solid choice for a lot of businesses. Search campaigns bring in highly qualified traffic, while Display was traditionally used for remarketing—showing ads to people who’ve already interacted with your brand.

Here’s what I like about Display:

• It’s Cost-Effective: Display clicks are usually cheaper than Search.
• You’re in Control: Unlike PMAX, you can manually choose who to target and where your ads show up.
• Great for Remarketing: When done right, Display can re-engage users and push them toward conversion.

But—and this is a big “but”—Display has its downsides. A lot of advertisers complain about low-quality traffic and view-through conversions (those conversions that happen but weren’t necessarily influenced by the ad). If that’s been your experience, you’re not alone.

What’s My Recommendation?

Honestly? It depends on your goals and audience. Here’s how I see it breaking down:

Go with Search + PMAX if:

• You want to explore new audiences and expand beyond Search.
• You’re running B2C lead gen campaigns with a broader target market.
• You have enough budget to generate at least 25 conversions a month (otherwise, PMAX will flop).
• You’re okay with letting Google’s AI make some decisions for you.

Stick to Search + Display if:

• You need precise control over your targeting.
• You’re running B2B campaigns or working with a niche audience.
• Remarketing is a key part of your strategy, and you want to control who sees your ads.
• You’ve been burned by PMAX sending you irrelevant or low-quality leads.

Consider Demand Gen as an Alternative:

If you’re looking for a better remarketing option than Display, check out Demand Gen campaigns. They use high-quality inventory like YouTube and Discover, and they’re optimized for conversions. A bit pricier, but they often deliver better results.

Key Takeaways From the Community

I’ve read through hundreds of threads, posts, and comments from PPC pros, and here’s what people are saying:

• Negatives are a Game-Changer for PMAX: Google is rolling out campaign-level negative keywords for PMAX soon, which will help solve one of its biggest issues: ads showing on irrelevant branded searches.
• Lead Quality Matters: PMAX can drive a lot of leads, but they aren’t always good leads. You’ll need to monitor quality closely.
• Budget Allocation is Crucial: Many advertisers recommend starting with a 60/40 split between Search and PMAX or Display, then adjusting as you see results.

A Few Tips to Get the Best Results

Whether you choose PMAX or Display, here are some practical steps to maximize your ROI:

1. Set Clear Goals: Are you looking for volume, quality, or both? Your answer will guide your strategy.
2. Use Negatives Wisely: For PMAX, add brand keywords as negatives to avoid wasting budget. For Display, exclude irrelevant placements.
3. Experiment with Budget Splits: Start conservatively (e.g., 60% Search, 40% PMAX) and optimize based on performance.
4. Test Broad Match Keywords: If you’re using Search, try pairing broad match keywords with smart bidding. It’s scary at first but often works wonders.

Final Thoughts

There’s no universal “right” answer here. Check out this Reddit thread to learn more about other PPC experts’ perspectives. Whether you choose Search + PMAX or Search + Display, your results will depend on your industry, audience, and campaign setup. For most lead gen campaigns, I lean toward Search + PMAX if you’re ready to trust Google’s AI. But if you’re working with a niche market or need full control, Search + Display might still be the better choice.

At Little Dragon Media, we’ve seen both combos work well for different clients. The key is to test, monitor, and adjust. Google Ads is as much about strategy as it is about experimentation, so don’t be afraid to try new things.

What’s your experience with PMAX or Display? Let me know in the comments—I’d love to hear what’s working (or not working) for you.

Amine Rahal

Tech Entrepreneur, Author, and CEO of Little Dragon Media. Passionate about entrepreneurship, philanthropy, digital marketing, blockchain, finance, investing, health fitness & nonprofits.