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Should You Put All Products in One Performance Max Campaign?
Putting every product into one PMax campaign is simple. It also gives Google freedom to concentrate spend wherever it predicts the best return, which may not match your business priorities.
One campaign can work when products are similar
If products share margins, markets, conversion values and growth goals, a consolidated campaign can accumulate data efficiently.
Separation matters when economics differ
Consider separate structures when products have materially different: margins; stock levels; seasonality; target ROAS; countries; customer value; strategic importance. A low-margin bestseller can absorb most spend even if a higher-margin category would create more profit.
Avoid fragmentation for tiny categories
Creating 20 PMax campaigns for 20 products can starve each campaign of data and make budget management unnecessarily complicated. A useful grouping should represent a real business difference, not an organizational preference.
Review product distribution
Before splitting anything, check where spend and conversions are already going. If one category dominates, ask whether that is because it genuinely offers the best opportunity or because the current structure gives Google no reason to respect other priorities.
Not sure if the number is actually good?
If PMax is concentrating spend on the wrong products or your catalogue has very different margins, send us an inquiry. We can restructure around profit rather than catalogue convenience.