Quick answer: Use AI Max for Search when people actively search for what you sell and you want Google’s AI to broaden keyword matching and tailor ad text while you keep search-level control. Use Performance Max when you want a single goal-based campaign across Search, YouTube, Display, Gmail, Maps and Discover — typically for ecommerce or broad lead generation with reliable conversion tracking. Use Demand Gen to create interest on YouTube, Discover and Gmail before people start searching. For most Indian lead-generation businesses, search-led campaigns should get the largest share of budget first.
The three campaign types at a glance
| AI Max for Search | Performance Max | Demand Gen | |
|---|---|---|---|
| What it is | Search campaigns with AI-expanded matching and assets | One campaign across all Google channels | Visual campaigns on YouTube, Discover and Gmail |
| Buyer intent | High — they are searching | Mixed | Low to medium — they are browsing |
| Your control | Moderate: keywords, negatives, URLs | Lower: goals, assets, signals | Moderate: audiences and creative |
| Best for | Services, lead generation | Ecommerce, broad goals | Awareness, launches, new demand |
| Creative needed | Strong ads and landing pages | Text, images and video | High-quality images and video |
| Main risk | Irrelevant expanded matches | Budget drifting to low-value placements | Clicks that never convert |
When to choose AI Max for Search
- You sell a service people search for: “CA firm in Noida”, “packers and movers Delhi”, “MBA coaching”.
- You want Google’s AI to find relevant searches you have not listed as keywords.
- You still want to see search terms, add negatives and control which pages ads send people to.
Read the full AI Max for Search playbook.
When to choose Performance Max
- You run an ecommerce store with a product feed in Merchant Center.
- Your conversion tracking is reliable and ideally includes value or lead quality.
- You have images, videos and text assets for every channel.
- You are comfortable giving Google more control in exchange for reach.
When to choose Demand Gen
- You are launching a new product or entering a new city.
- People do not yet know to search for what you offer.
- You have strong short videos and visuals.
- You want to build remarketing audiences for later search campaigns.
How to split budget
| Business type | Search / AI Max | Performance Max | Demand Gen |
|---|---|---|---|
| Local service, lead generation | 60–80% | 0–25% | 0–15% |
| B2B with long sales cycle | 60–75% | 10–20% | 10–20% |
| Ecommerce with product feed | 20–40% | 50–70% | 10–20% |
| New product or market launch | 40–50% | 20–30% | 25–35% |
These are starting points. Shift budget every month toward whichever campaign delivers the lowest cost per qualified lead or the best return on ad spend.
What all three need to succeed
- Accurate conversion tracking — forms, calls and WhatsApp, plus offline lead quality where possible.
- Good landing pages — fast, relevant and focused on one action.
- Enough budget to learn — very small budgets starve automated bidding of data.
- Brand and irrelevant-term exclusions — so automation does not waste spend on your own brand name or poor-fit searches.
Budget planning help: how much Google Ads costs in India.
Frequently asked questions
Is Performance Max better than Search campaigns?
Not always. Search campaigns give more control and suit high-intent lead generation; Performance Max suits ecommerce and broad goals with strong conversion data.
What is Demand Gen used for?
Building awareness and interest on YouTube, Discover and Gmail before people start actively searching.
Can I run AI Max and Performance Max together?
Yes. Many accounts use search-led campaigns to capture intent and Performance Max to add reach across other channels.
What budget do I need for Performance Max?
Enough to generate regular conversions every week so the system can learn; very small budgets often produce unstable results.
Which is best for a small local business?
Usually search-led campaigns, because they capture people actively looking for your service nearby.
Get your campaign structure right
Beyond DigitA structures and manages Google Ads for businesses across India. Get a free Google Ads audit or see our Google Ads management.