Friday, 5 September 2025
26.9 C
Singapore
29.8 C
Thailand
19.3 C
Indonesia
28.2 C
Philippines

Google transitions from Smart Campaigns to Performance Max

Google integrates Smart Campaigns into Performance Max, signalling a shift to AI-driven advertising solutions.

Google is phasing out its Smart Campaigns, integrating their features into the newer Performance Max campaigns. This change will impact many advertisers who have relied on Google’s simplified campaign management tool, indicating a shift towards more advanced, AI-driven advertising solutions.

This update is important for advertisers who use Google’s tools to manage their campaigns. The move to Performance Max means you’ll need to adapt to a new system that aims to enhance ad performance across multiple platforms through artificial intelligence and machine learning.

The big picture

Performance Max is Google’s latest approach to digital advertising. It is designed to optimise ad performance across various platforms within Google’s ecosystem, including Search, YouTube, Display, and more. By leveraging AI, Performance Max customises results based on your specific business goals, aiming to provide a broader reach and improved efficiency.

Key features of Performance Max include:

  • Broader reach: Your ads can appear across all of Google’s platforms, including Search, YouTube, and Display.
  • AI-powered optimisation: Using advanced AI and machine learning, Google aims to maximise your ad performance automatically.
  • Customised results: The system tailors its strategies to meet your business objectives.

What’s happening

Google will automatically upgrade existing Smart Campaigns to Performance Max campaigns. While no exact deadline has been set, you should be prepared to transition to this new system soon. This change aims to streamline Google’s advertising products and boost performance through AI-driven techniques.

In a letter to advertisers, Google stated, “This upgrade will drive even higher return on investment for advertisers to take advantage of Google AI and optimise towards your business goal.”

First seen

We first noticed this update on Adriaan Dekker’s LinkedIn, where he shared a letter one of his followers received from Google about the upcoming changes. Google plans to provide more information about the transition in the coming months.

<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:share:7226131280315252736" height="941" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>

Hot this week

Shoppers face conflicting advice from ChatGPT and Google’s AI tools

A study reveals that ChatGPT and Google AI frequently disagree on brand recommendations, with notable differences in transparency and citation levels.

Volvo unveils new XC70 plug-in hybrid with 124-mile electric range

Volvo unveils the XC70 plug-in hybrid, boasting a 124-mile electric range that offers long-distance capability and flexibility for everyday driving.

Instagram launches official app for iPad after 15 years

Instagram has finally launched a dedicated app for iPad, offering a redesigned layout, improved messaging, and a more engaging experience.

Designer reimagines floppy disks as SD card storage cases

Designer Ayushmaan Singh Jodha turns the classic floppy disk into a nostalgic, collectable SD card case with a practical twist.

Researchers show how 5G phones can be downgraded to 4G in a new cyberattack

Researchers have revealed a toolkit that can downgrade 5G phones to 4G, exposing them to known security flaws and raising concerns about mobile security.

HubSpot unveils Loop Marketing playbook to drive growth in AI era

HubSpot launches Loop Marketing playbook and over 200 AI updates to help businesses grow in the era of AI search and zero-click results.

One in three Australian workers expose company data to AI platforms, Josys warns

Over a third of Australian workers upload sensitive data to AI tools, with Josys warning of rising risks from shadow AI and weak governance.

Singapore Polytechnic partners ESGpedia to strengthen sustainability efforts for local businesses

Singapore Polytechnic and ESGpedia partner to help Singapore businesses cut emissions, boost energy efficiency, and support the Green Plan 2030.

Veeam launches first software appliance for instant, secure data protection

Veeam has launched its first hardware-agnostic software appliance, offering instant, secure data protection with built-in resilience.

Related Articles

Popular Categories