Our Three Step Process
September 4, 2025
Performance Max vs Search Ads: What Works Best for SMEs?
Our Three Step Process
September 4, 2025
Performance Max vs Search Ads: What Works Best for SMEs?
For SMEs with tight budgets, the choice of where to spend on Google Ads is critical. Performance Max promises automation and scale. Search Ads promise control and precision. Both can work—but which delivers better results for SMEs? Let’s break it down.
What Are Search Ads?
Search Ads appear when users type queries into Google. They give SMEs full control over keywords, ad copy, and targeting. The trade-off? They require more management and can be limited in scale.
What Is Performance Max?
Performance Max runs across Google’s full inventory: Search, Display, YouTube, Discover, and more. It’s automated, using machine learning to allocate budget across placements. For SMEs, it can unlock reach but comes at the cost of transparency.
Pros and Cons for SMEs
Search Ads Pros:
Full control over keywords and bids.
Transparency in reporting.
Easier to test and learn.
Search Ads Cons:
Limited scale.
Higher CPCs in competitive industries.
Requires manual optimisation.
Performance Max Pros:
Access to all Google channels in one campaign.
Efficient scaling when set up properly.
Lower CPCs in some cases.
Performance Max Cons:
Limited visibility on queries.
Harder to measure incrementality.
Can burn budget if mismanaged.
When to Use Each
SMEs new to Google Ads should start with Search for clarity and control.
Performance Max works well once you have solid conversion tracking, good creatives, and budget to scale.
Many SMEs succeed with a hybrid approach: core budget in Search, testing new opportunities in Performance Max.
Conclusion
There’s no single winner. For SMEs, Search Ads offer control and predictability, while Performance Max unlocks reach and efficiency. The right choice depends on goals, budget, and data readiness.
At Odd Fox, we help SMEs structure campaigns that balance control with scale—so budgets drive growth, not waste.
👉 Need help deciding between Search and Performance Max?
What Are Search Ads?
Search Ads appear when users type queries into Google. They give SMEs full control over keywords, ad copy, and targeting. The trade-off? They require more management and can be limited in scale.
What Is Performance Max?
Performance Max runs across Google’s full inventory: Search, Display, YouTube, Discover, and more. It’s automated, using machine learning to allocate budget across placements. For SMEs, it can unlock reach but comes at the cost of transparency.
Pros and Cons for SMEs
Search Ads Pros:
Full control over keywords and bids.
Transparency in reporting.
Easier to test and learn.
Search Ads Cons:
Limited scale.
Higher CPCs in competitive industries.
Requires manual optimisation.
Performance Max Pros:
Access to all Google channels in one campaign.
Efficient scaling when set up properly.
Lower CPCs in some cases.
Performance Max Cons:
Limited visibility on queries.
Harder to measure incrementality.
Can burn budget if mismanaged.
When to Use Each
SMEs new to Google Ads should start with Search for clarity and control.
Performance Max works well once you have solid conversion tracking, good creatives, and budget to scale.
Many SMEs succeed with a hybrid approach: core budget in Search, testing new opportunities in Performance Max.
Conclusion
There’s no single winner. For SMEs, Search Ads offer control and predictability, while Performance Max unlocks reach and efficiency. The right choice depends on goals, budget, and data readiness.
At Odd Fox, we help SMEs structure campaigns that balance control with scale—so budgets drive growth, not waste.
👉 Need help deciding between Search and Performance Max?
For SMEs with tight budgets, the choice of where to spend on Google Ads is critical. Performance Max promises automation and scale. Search Ads promise control and precision. Both can work—but which delivers better results for SMEs? Let’s break it down.
What Are Search Ads?
Search Ads appear when users type queries into Google. They give SMEs full control over keywords, ad copy, and targeting. The trade-off? They require more management and can be limited in scale.
What Is Performance Max?
Performance Max runs across Google’s full inventory: Search, Display, YouTube, Discover, and more. It’s automated, using machine learning to allocate budget across placements. For SMEs, it can unlock reach but comes at the cost of transparency.
Pros and Cons for SMEs
Search Ads Pros:
Full control over keywords and bids.
Transparency in reporting.
Easier to test and learn.
Search Ads Cons:
Limited scale.
Higher CPCs in competitive industries.
Requires manual optimisation.
Performance Max Pros:
Access to all Google channels in one campaign.
Efficient scaling when set up properly.
Lower CPCs in some cases.
Performance Max Cons:
Limited visibility on queries.
Harder to measure incrementality.
Can burn budget if mismanaged.
When to Use Each
SMEs new to Google Ads should start with Search for clarity and control.
Performance Max works well once you have solid conversion tracking, good creatives, and budget to scale.
Many SMEs succeed with a hybrid approach: core budget in Search, testing new opportunities in Performance Max.
Conclusion
There’s no single winner. For SMEs, Search Ads offer control and predictability, while Performance Max unlocks reach and efficiency. The right choice depends on goals, budget, and data readiness.
At Odd Fox, we help SMEs structure campaigns that balance control with scale—so budgets drive growth, not waste.
👉 Need help deciding between Search and Performance Max?
Other Blogs
Other Blogs
Check our other project Blogs with useful insight and information for your businesses
Other Blogs
Other Blogs
Check our other project Blogs with useful insight and information for your businesses
Other Blogs
Other Blogs
Check our other project Blogs with useful insight and information for your businesses