Google Ads

New features to grow your business with Performance Max

A laptop screen showing various Google product logos, including YouTube, Gmail and Google Maps, circling around an arrow icon. Two icons stem from the screen: a shopping cart and a funnel. An illustrated character is shown working on a laptop.
The Dime Beauty logo with “DIME” in all capital letters.

Dime Beauty, a natural beauty and skincare retailer, was looking to acquire new customers while driving online sales across its product inventory. Dime launched the new customer acquisition goal with Performance Max and set a higher value for new customers compared to existing customers. The retailer grew sales by 64% and increased its return on ad spend (ROAS) by 50% compared to its campaign before enabling new customer acquisition. With the new customer acquisition goal, Dime even saw a 462% increase in new customers while maintaining their cost per acquisition.

The Luxury Escapes logo which has a black circle with “Le” in cursive white text and “Luxury Escapes” text underneath the circle.

Online travel company Luxury Escapes had ambitious goals to grow online sales for its travel packages, with separate targets for new and returning customers. Luxury Escapes launched a test with the new customer acquisition goal in Performance Max, choosing to optimize for only new customers. Following the test, the company saw a 45% increase in new customer revenue with a 21% increase in ROAS compared to its Performance Max campaign that didn’t use the new customer acquisition goal. Luxury Escapes has since expanded this strategy as an always-on growth driver.

Asset audience insights will show how your creative assets resonate with specific customer segments.

Diagnostic insights will help you easily identify and fix campaign setup issues.

Consumer interest insights will surface top-performing search query themes that are relevant to your campaigns.

The Estée Lauder logo with “ESTÉE LAUDER” In all capital letters.

Estée Lauder Taiwan equipped its Performance Max campaigns with new high-quality creatives and first-party customer data. By powering automation with these critical inputs, Estée Lauder Taiwan achieved a 45% higher ROAS and a 41% lower cost per acquisition. The team has now fully replaced their Smart Shopping campaigns with Performance Max and is using it as the primary driver for e-commerce sales.


More Information


1

In Europe, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.

2

New local ad formats and inventory will be available globally later this year for advertisers upgrading their Local campaigns to Performance Max or for advertisers creating a new Performance Max campaign with offline sales goals (e.g. optimizing to store visits and/or local actions like directions or calls).

3

Google Data, Global, Ads, September - October 2021.