Performance Max promised to revolutionize full-funnel advertising campaigns and has rapidly become the go-to campaign type for advertisers, ranging from SMEs to big companies with huge accounts. With this widespread adoption, we now have a wealth of data that offers valuable insights into what works and what doesn’t. However, most advertisers find it challenging to work with a black box, and we ended up having an odd mix of campaign types that don’t always synergize, and a campaign objective (ROAS) that doesn’t necessarily align seamlessly across diverse marketing channels like Search, Display, and Video. But what if there’s a way to fine-tune Performance Max to optimize its performance further and make changes that genuinely drive impact? What knowledge and strategies are required to navigate the era of AI and full-funnel optimization successfully? In this session, Andrew will guide you through the hidden potential of Performance Max that many advertisers may not be aware of, helping you to utilize it more effectively. He will also discuss how much you can trust Google, and where it makes more sense to play the channels separate, avoiding the use of Pmax altogether.