When your Performance Max campaign runs only in the Display Network instead of also appearing in Google Search and YouTube, it is usually due to asset groups or conversion configuration. Performance Max is supposed to automatically serve across all Google channels – in practice, however, the algorithm often favors the cheapest channel, which is almost always Display.

Why Performance Max favors the Display Network

Performance Max optimizes for conversions at the lowest cost. Display impressions are significantly cheaper than search impressions – sometimes by a factor of 10-50. The algorithm recognizes it can achieve more impressions and cheaper clicks in the Display Network and automatically shifts budget there. However, Display conversions are often lower quality: users passively see your ad on a website instead of actively searching for your offering. Additionally, missing text assets or weak audience signals can cause Google to skip Search entirely.

How to steer the campaign toward Search

Google does not offer direct control of channel distribution in Performance Max. However, you can influence it indirectly. Strong audience signals with in-market segments steer the algorithm toward Search. High-quality text assets (at least 5 headlines, 5 descriptions) are mandatory for search ads. Additionally, remove Display-heavy placements through placement exclusions – especially mobile apps and gaming websites that often cause irrelevant impressions.

Our recommendation for Performance Max

Always supplement Performance Max with a separate Search campaign for your most important keywords – PMax then automatically excludes these. Set strong audience signals with in-market segments and custom audiences. Exclude mobile app placements. Review placement reports weekly and remove irrelevant display websites. Use thematically separated asset groups for different product areas.

Conclusion

Performance Max stuck in the Display Network is a common issue that does not resolve without active management. As a Google Ads agency, we optimize your PMax campaigns with professional audience signals and placement strategies. Additionally, we recommend SEO for sustainable organic visibility alongside paid reach.