Aug 25, 2025

PMax vs Standard Shopping: when to switch (and when not to)

Should you stick with Standard Shopping or move to PMax? The answer depends on your need for control, creative reach, and data maturity. Use this guide to choose confidently.

TL;DR

  • Choose Standard for granular query control and uneven margins.

  • Choose PMax for cross-network reach and creative + Shopping synergy.

  • You can run both—just give each a clear role.


When Standard Shopping wins

  • You’re still mining queries and need transparent search terms.

  • Margins vary a lot by SKU/category and require custom bids/priorities.

  • Early stage accounts with low volume where automation struggles.

When PMax wins

  • You want one campaign to reach Shopping + YouTube + Discover + Search with creative assets.

  • Your feed is clean and you can supply video/stills.

  • You’re ready to judge budgets on MER/payback, not only platform ROAS.

Running both without chaos

  • Assign roles: Standard for query mining/high-margin ranges; PMax for scale and cross-network lift.

  • Keep feed hygiene high; duplicate/overlapping products should be intentional.

  • Monitor blended KPIs (MER/iMER) so you don’t chase channel vanity wins.

FAQ

Will PMax “steal” traffic from Standard?
It depends on relevance and your structures. If each has a clear role, overlap becomes intentional, not wasteful.

Do I need perfect creative to try PMax?
No—but provide at least one solid video and clean images to avoid auto-generated assets.