What is Google Performance Max? (A Charity Marketer’s Guide)

If you’ve logged into your Google Ads dashboard recently, you’ve likely seen a new suggestion popping up: Performance Max. Google Ads can often feel like a landscape that changes just as you’ve gotten your bearings.

At Louise Street Marketing, we’re here to help you navigate those changes without the headache. Today, we’re looking at the "new kid on the block" to answer the big question: What is Google Performance Max, and should your charity be using it?

What is Google Performance Max?

Simply put, Performance Max (or "PMax") is a goal-based campaign type that allows advertisers to create and serve ads across multiple platforms from a single campaign.

In the past, if you wanted to show up on YouTube, Search, Gmail, and display networks, you had to build separate campaigns for each. PMax changes that. It’s designed to complement your keyword-based Search campaigns to help you find more converting donors and supporters across all of Google’s channels.

How Do Performance Max Campaigns Work?

If traditional Search campaigns are like a manual transmission car, PMax is a (mostly) self-driving one.

Performance Max campaigns rely heavily on AI and machine learning. You provide Google with the "building blocks", like headlines, descriptions, images, and videos and tell it what your goal is (e.g., "Increase Donations" or "Event Sign-ups"). Google’s automation then mixes and matches those assets to create the best possible ad for the right person at the right time.

Where Do Performance Max Ads Show?

One of the biggest selling points of PMax is its reach. Where do Performance Max ads show? Everywhere. Your ads can appear on:

• Google Search - When someone searches for a specific phrase in the Google Search bar.
• YouTube - 6 to 30-second video ad placements, which appear before or during a YouTube video.
• The Display Network - 3 million reputable websites that have partnered with Google to display banner ads on their website.
• Discover Feed - A personalized feed within the Google App on mobile devices, offering display ad placements.
• Gmail - Ads appear as “Sponsored” emails within users’ inboxes.
• Google Maps - If your Google Business profile is linked, your organization may show as a “Sponsored” pin in Google Maps’ list view.

This "all-in-one" approach ensures your charity stays top-of-mind, no matter where your potential supporters are spending their time online.

Does Performance Max Use Keywords?

This is a common point of confusion. Does Performance Max use keywords? Technically, no—at least not in the way traditional Search campaigns do.

Instead of bidding on specific words like "charity that helps animals," PMax uses "Audience Signals" and "Search Themes." Audience Signals are data inputs such as demographics, interests or customer data that guide Google’s AI to find the right audience. For example, you can link your Google Analytics account and use website visitors as an audience signal.

Search Themes are groups of words that you think your supporters and donors may search for when looking for your organization. (Ex. “Nonprofits in Canada”, “Charities that support animals”, or “Charity events near me”)

These targeting methods take the guesswork out of targeting. You simply give Google a list of interests or themes related to your mission, and the AI uses that as a starting point to find people who exhibit similar online behaviour.

Performance Max vs. Search Campaigns

When comparing Performance Max vs. Search campaigns, it’s not about which one is "better"—it’s about how they work together.

Search Campaigns

Search Campaigns are great for capturing high-intent, low-funnel traffic. When someone types "donate to animal shelter," you want your Search ad to be there.

Performance Max (PMax) Campaigns

Performance Max utilizes multiple channels, including search, which can include top, middle and lower-funnel traffic. This means that PMAX can capture people’s initial interest during their "passive" browsing time on YouTube or Gmail, or capture someone’s specific search for “charities near me”. Think of PMax as an all-encompassing, multi-faceted campaign with less manual adjustment needed.

Can Performance Max Campaigns Be Used in Google Grants Accounts?

Google Ad Grants for Nonprofits provides eligible nonprofits and charities with $10,000 in free Google search ad spend per month. This is specifically designed for registered charities in Canada and 501(c)(3) organizations in the U.S.

Here is the most important question for our nonprofit neighbours: Can Performance Max campaigns be used in Google Grants accounts?

As of January 2025, Google Grants for Nonprofits accounts can use Performance Max campaigns to advertise. This means that nonprofits can maximize their reach via search, display, maps, email and video ads and utilize more of their $10,000 monthly grant.

How Performance Max has Helped Charities We Work With

COMPASS Refugee Centre

Compass Refugee Centre is a Canadian charity dedicated to assisting individuals navigating Canada's refugee claim process. They saw remarkable results after implementing a Performance Max campaign and the Google Grants for Nonprofits program:

• Utilized $80,000+ of free ad grants in ad spend, driving 15,600 additional users to their website in the past year.
• Increased online donations and community engagement.

Toronto Botanical Garden

Toronto Botanical Garden is a nonprofit organization dedicated to connecting people with nature through its beautiful gardens, educational programs, and free events. Performance Max and the Google Grants for Nonprofits helped them achieve incredible results:

• Utilized $170,000+ of free ad grants in ad spend, driving 77,000 additional users to their website in the past year.
• Increased event awareness and attendance.

Ready to Level Up Your Nonprofit Ads with PMAX?

Navigating the world of AI-driven advertising doesn't have to be overwhelming. Whether you're looking to maximize your Google Grant or explore the potential of a paid PMax campaign, your neighbours at Louise Street are here to help.

Explore Our Google Ads Services for Nonprofits