Google Ads continues to evolve, and in 2026 two campaign types dominate most advertising strategies: Search Campaigns and Performance Max (PMax) Campaigns. While both are powerful, they work very differently and serve different business goals.
At JBC, we often get asked: Should I run Search campaigns, Performance Max, or both?
This guide breaks down the key differences, benefits, and best use cases—so you can make the right decision for your business.
What Is a Google Search Campaign?
Search campaigns show text ads on Google’s search results when people actively look for products or services using specific keywords.
How Search Campaigns Work
- Triggered by user intent (what someone types into Google)
- Ads appear primarily on Google Search results pages
- You choose keywords, match types, ad copy, and landing pages
Benefits of Search Campaigns
- Brings people who are ready to contact you
- More control over spending
- Very effective for service businesses
What Is a Performance Max Campaign?
Performance Max is a goal-based, fully automated campaign type that runs across all Google channels using machine learning.
These include:
- Google Search
- Display Network
- YouTube
- Gmail
- Discover
- Google Maps
Why Performance Max Is Different
- Google decides where your ads appear
- You don’t choose keywords manually
- Uses images, videos, and text
- Needs time to learn and improve results
Benefits of Performance Max
- Reaches more people
- Helps people discover your brand
- Good for visibility and awareness
- Works well for online stores and map listings
Which Campaign Type Is Better in 2026?
There is no one-size-fits-all answer. The right choice depends on your goals, budget, and data maturity.
Best Practice in 2026: Use Both
For many businesses, the strongest strategy is running Search and Performance Max together:
- Search captures ready-to-convert users
- Performance Max expands reach and discovers new audiences
- Combined data improves overall account performance
How JBC Helps You Choose the Right Google Ads Strategy
At JBC, we don’t believe in forcing one campaign type on every business. We:
- Analyze your industry, goals, and budget
- Set up proper conversion tracking
- Decide where Search, Performance Max, or both make sense
- Continuously optimize for ROI—not just clicks
If you are planning your Google Ads strategy for 2026, we are here to help you get it right from day one.
