Tale of the Google Ads Tape: Search vs. PMax
Which Google Strategy Wins for Your Business?
Trying to decide between Performance Max campaigns and traditional Search Ads?
You’re not alone.
Each certainly has its strengths, but which one will drive the results that take your marketing to the next level? Let’s explore these two options in detail to help you decide which aligns best with your goals and resources.
PMax and Search are powerful tools, but they only work as well as the strategy behind them.”
Kyle Weston, Digital Director, Estand
Defining Search & Performance Max Ads
Before we go any further, let’s make sure we’re on the same page with how we define each of these ad types.
Search
These are traditional Google Ads that appear when you search specific keywords. You control the keywords, bids and placements, making it quick and easy to target your ideal audience.
PMax
PMax lets Google do the heavy lifting. Its AI optimizes and spreads your ads across Search, YouTube, Display and Gmail, finding the right people automatically. You gain reach and efficiency, but with less control over the details.
Search & PMax Ads: Side-By-Side
Here’s a side-by-side snapshot of what you gain, and what you give up, when choosing Search or PMax.
Search Ads
Pros
- Full control over keywords, bids and targeting
- Performance reporting is clear, as is measuring ROI
Considerations
- Time-intensive to manage
- Limited reach outside of search results
PMax Ads
Pros
- Automated optimization paired with reach across multiple channels casts a wide net
- AI helps your team save on management time
Considerations
- Less control over targeting and placements
- Reporting is less detailed
- May require monitoring to track budget
Estland’s Real-World Google Ads Management Results
Choosing Search or PMax ads isn’t a mutually exclusive decision. You can, and in some cases should, use both. And while both offer quality results, your campaign strategy and how your ads are managed really make the difference.
At Estland, that’s where we thrive.
“Pmax and Search are powerful tools, but they only work as well as the strategy behind them,” said Estland Data Director, Kyle Weston. “We align campaigns with each client’s specific goals, track meaningful conversion actions and continuously optimize based on real-time data. That ongoing refinement is what drives stronger ROI and sustainable growth for our clients.”
Google’s Key Metric Averages (Search Network)
Click-through rate (CTR): 4%
Conversion Rate: 2.91%
Avg. Cost per lead: $50
These numbers reflect Google averages across their entire network.
Estland Client Key Metric Averages (Search Network in 2025)
Click-through rate (CTR): 6.75% (68.75% higher than Google averages)
Conversion Rate: 10.79% (270% higher than Google averages)
Cost per lead: $28.71 (42% lower cost per lead than Google averages)
These figures represent the aggregate performance of Estland-managed Google Ads campaigns in 2025.
Making the Most of Your Google Ads
Our expertise consistently results in exceptional Google Ads performance for our clients. When you’re ready to enjoy this level of success, Estland will be ready to help you find the mix of Search and Pmax ads that maximizes your results.
