‘It’s the worst execution I’ve seen’: Confessions of a marketer on pulling every client off Google’s PMax
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Google’s AI-powered advertising tool Performance Max (PMax) is the marketer’s paradox: everyone complains about it, but few actually walk away. Some do, though — pulling their ad dollars entirely.
In a response to a request for comment, a Google spokesperson claimed that PMax was used by over 1 million advertisers across Google’s channels. “In 2024, we launched more than 90 quality improvements in Performance Max that increased conversions and business value for advertisers,” they said in a statement.
In this edition of our Confessions series, where we trade anonymity for candor, a 20-year growth marketing veteran explains why they’ve advised clients walk away from PMax, and will continue to do so — having already shifted aggregate budgets in the million double digits away from the platform.
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