Avoiding Overlap in Performance Max (PMax) Campaigns

Avoid PMax campaign overlap to prevent wasted budget and internal competition. Optimize targeting, goals, and geography.

February 4, 2025
Avoiding Overlap in Performance Max (PMax) Campaigns

Avoiding Overlap in Performance Max (PMax) Campaigns: What You Need to Know

Google’s Performance Max (PMax) campaigns are a game-changer for advertisers, offering automation and cross-channel reach like never before. But if you’re not careful, overlapping campaigns can turn that advantage into a money pit. Let’s break down what overlap is, why it’s a problem, and how to avoid it.

What Happens When PMax Campaigns Overlap?

So, here’s the deal, PMax runs across Search, Display, YouTube, and other Google platforms. It’s designed to let Google’s algorithm decide where your ads perform best. But when you have multiple PMax campaigns targeting the same audience, things get messy:

  • Internal Competition: Your campaigns start bidding against each other, driving up costs.
  • Budget Drain: One campaign can suck up most of the budget, leaving others underfunded.
  • Data Fragmentation: PMax thrives on big-picture data, but splitting campaigns weakens optimization.
  • No Placement Control: Unlike standard campaigns, you can’t exclude placements, so overlap can lead to redundant ad exposure.

How to Prevent PMax Overlap (and Save Your Budget)

1. Be Smart with Audience and Scheduling

Your campaigns should have clear distinctions:

  • Use different audience signals to prevent Google from seeing them as the same.
  • Adjust schedules—maybe one campaign runs in the morning, another in the evening.
  • Switch up creatives so Google doesn’t favor one over the other.

2. One PMax Campaign = One Primary Goal

If you can consolidate your budget into one well-optimized campaign, do it. A single, well-structured PMax campaign usually performs better than multiple ones cannibalizing each other.

3. Segment by Geography or Intent

If you absolutely need multiple campaigns, structure them logically:

  • By Location: One campaign for Houston, another for Austin, rather than both overlapping.
  • By Objective: Use one for lead generation and another for brand awareness.

4. Use Unique Conversion Actions

This is a simple but crucial fix:

  • Define separate conversions (e.g., one campaign for phone calls, another for form fills).
  • Use different Target ROAS or CPA strategies to keep them from stepping on each other’s toes.

5. Control What You Can: Negative Keywords & Audience Exclusions

PMax doesn’t give you full placement control, but you can still:

  • Set negative keywords to prevent unwanted queries.
  • Exclude irrelevant audience signals to sharpen targeting.

Location Overlap: A Hidden Performance Killer

Running multiple PMax campaigns in the same location? Watch out, Google won’t always distribute budget evenly, meaning one campaign could drain resources while another barely spends. Here’s how to fix it:

  • Assign Clear Geographic Boundaries: No need to let campaigns compete for the same turf.
  • Use Location Bid Adjustments: Prioritize high-performing areas.
  • Monitor Regional Data: Watch for wasted spend in overlapping zones.

Final Thoughts: Don’t Let PMax Work Against You

PMax is a powerful tool, but overlapping campaigns can turn it into an expensive guessing game. Keep things structured, segment smartly, and consolidate when possible.

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