Feed-Only Performance Max Campaigns: The Smart Way to Drive Sales from Your Product Feed

adtech oztoi
Aug 13
3 min read

Google’s Performance Max (PMax) campaigns have taken the paid search world by storm — allowing advertisers to reach audiences across Search, Shopping, YouTube, Display, Gmail, and Discover in one campaign. But did you know you can run PMax without creating a single ad?

That’s right — with a Feed-Only Performance Max setup, Google uses your product feed from Merchant Center as the main creative source, skipping all the extra ad assets. This approach is particularly effective for eCommerce brands that want Shopping-style performance with the expanded reach of PMax.

What Is a Feed-Only Performance Max Campaign?

A Feed-Only PMax campaign is a setup where:

No additional headlines, descriptions, or images are uploaded into the campaign’s asset groups.
Google automatically generates Shopping ads based solely on your product feed in Google Merchant Center.
Your campaign focuses primarily on high-intent, product-based queries — similar to a Smart Shopping campaign.

It’s essentially the closest thing to the old Smart Shopping campaigns, but with the new Performance Max framework.

Why Run Feed-Only PMax?

While PMax is designed to use multiple creative formats, some advertisers prefer feed-only mode for these reasons:

Simpler Setup, Faster Launch

No need to create custom ad copy, video, or display assets — you just link your Merchant Center feed and go.

More Control Over Messaging

Sometimes, Google’s automated creatives can be too generic or inconsistent with your brand. Feed-only campaigns limit ad content to your product titles, descriptions, and images in the feed.

Focus on High-Intent Buyers

Because the main inventory is Shopping, feed-only PMax campaigns tend to capture bottom-funnel, ready-to-buy traffic — driving more direct sales.

Closer to Smart Shopping Performance

Many advertisers who loved Smart Shopping find feed-only PMax to be the most similar alternative in terms of targeting and ROI.

How to Set Up a Feed-Only PMax Campaign

Step 1:

Make sure your Google Merchant Center account is linked to your Google Ads account and that your product feed is active and approved.

Step 2:

Create a Performance Max campaign in Google Ads and choose your Merchant Center feed as the product source.

Step 3:

Choose your bidding strategy (e.g., Maximize Conversions or Maximize Conversion Value with a ROAS target).

Step 4:

When you reach the Asset Group creation stage:

Do not add any headlines, descriptions, or videos.
Leave all text and creative fields blank (you’ll still need to name the asset group).
Only select the products from your feed that you want to promote.

Step 5:

Launch and monitor — focusing on Search term insights, top product performance, and conversion value.

Best Practices for Feed-Only PMax

Optimize Your Feed First

Your titles, descriptions, and product images are your ads. Make sure they’re clear, keyword-rich, and compelling.

Segment Campaigns by Product Category

This allows you to set different ROAS targets and budgets for different product lines.

Monitor Search Term Reports

Even in feed-only mode, PMax may match to some broader queries. Add negative keywords via account-level settings if needed.

Test Against Full-Asset PMax

In some cases, mixing creative assets can improve reach and discovery. Test both setups for your store.

When Feed-Only PMax Works Best

Retailers with strong eCommerce product feeds who want a Shopping-first approach.
Brands with strict creative guidelines that don’t want auto-generated ads.
Advertisers migrating from Smart Shopping looking for a smooth transition.
Businesses targeting bottom-funnel customers over awareness audiences.

Final Thoughts

A Feed-Only Performance Max campaign is a smart, simplified way to tap into Google’s Shopping power while avoiding overly automated ad creatives. It’s lean, focused, and perfect for eCommerce brands that value precision and performance over broad creative reach.

By investing in a well-optimized product feed and strategic campaign structure, you can achieve high-intent traffic, stronger ROAS, and efficient scaling without the creative guesswork.

Pro Tip:

Even in feed-only mode, Google still shows ads across multiple placements — so make sure your feed is visually strong and your product information is compelling enough to stand out wherever it appears.

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