23.05.2025

Performance Max Placements Explained: Where Your Ads Show in 2025

Performance MAX (PMAX) campaigns have become the simplest way to scale Paid Search results. By adding up to 20 images and 5 videos in the campaign setup, you're not just communicating with users at the moment of search — you’re staying visible during the extended intent window, where Google’s algorithm still considers the user highly likely to convert. Below, we outline the most common Performance MAX ad placements and offer tips on how to manage them effectively to maintain strong performance.

Search + Display

At its core, PMAX is still a search-driven campaign. So, when launching a PMAX campaign with keyword-based signals, keep in mind that it may partially compete with your existing Search campaigns — particularly those using Broad Match targeting.
performance max in search

Standard and Full-Screen Mobile Banners

The second and most expansive category of placements includes mobile banners on content websites, niche platforms, and within mobile apps. These ads can appear as standard in-read banner blocks or full-screen interstitial formats.
Important: Performance MAX banners are not traditional display ads where you upload HTML5 or PNG files in formats like Skyscraper or 240x400. Instead, these placements are built from text-and-image ad units, automatically generated using your headlines, descriptions, images, and CTA buttons.
Performance max formats

Desktop Banners

Typically non-native ad blocks in standard cross-site banner sizes.
performance max desktop banners

YouTube

Your ads will appear on YouTube even if you haven’t uploaded a video. In banner format, your images and text will be shown on both desktop and mobile devices. Video ads will also be displayed as In-Banner Video formats.
performance max in youtube

Gmail

In both the Gmail app and website, ads will appear either as text-only or text-and-image blocks.
gmail in pmax

What’s important:

Auto-generated assets

Google may automatically create and add assets to your campaign if permissions allow it, aiming to boost performance. This often leads to improved results, but if you’re focused on brand safety and want full creative control, you should carefully monitor or limit this feature.

Placements

Your banners may appear on external websites unrelated to search intent. If you want to prevent your ads from showing in specific content types, configure your account settings before launching your PMAX campaign.