Avoid PMax campaign overlap to prevent wasted budget and internal competition. Optimize targeting, goals, and geography.
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.
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:
How to Prevent PMax Overlap (and Save Your Budget)
1. Be Smart with Audience and Scheduling
Your campaigns should have clear distinctions:
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:
4. Use Unique Conversion Actions
This is a simple but crucial fix:
5. Control What You Can: Negative Keywords & Audience Exclusions
PMax doesn’t give you full placement control, but you can still:
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:
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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