Can an AI Media Buyer Manage Performance Max?

Performance Max is Google's one-budget campaign. You give it a budget, a goal, your product feed and some assets. Google then decides which surface each cent goes to, one auction at a time. There are no keywords and no per-channel budgets to manage.

That means there is no keyword-level work for an AI media buyer to do, because Google already took it. A tool that claims to manage PMax from the inside is mostly watching Google manage it. Our Performance Max answers explain the campaign itself; this page is about what is left for the buyer.

The useful work sits around the campaign, and it is real work.

The feed. PMax can only show a product if the feed describes it well. Titles, images, and the data Google matches on decide whether your product shows at all.

The margins. Google only knows what a product costs you if you supply cost of goods sold data. Scaley tags every SKU by margin and velocity, then readies those tags for your Merchant Center custom labels. They go live only after you approve them, one by one. That way, bids can chase profit rather than revenue.

The exclusions. Reporting used to be the wall here: one blended number, no query level. It is not anymore. The channel performance report breaks PMax out by surface, with clicks, cost and conversions per channel. The search terms report now carries the same term-by-term data a Search campaign gives you. Negative keywords work at campaign or account level, alongside brand exclusions. Search terms insights split the queries by source, so you can see which came from PMax's keywordless targeting and which from the search themes you added. A usefulness indicator shows whether those themes drive traffic PMax would not have found on its own. Scaley surfaces the searches and placements worth excluding, with the evidence attached.

All three are inputs you already own. The AI is a fast reader of them, nothing more.

Scaley watches a PMax account around the clock, prepares the changes above, and hands you each one with the reason attached. Scaley writes nothing until you approve it. We build Scaley, so weigh that. The track record belongs to ZenoX Media, our sister Google Ads agency, which generated €200M+ in revenue for 200+ ecom brands.

Where it steps back. On a small PMax account with a clean feed and solid tracking, Google's own defaults plus a weekly check often do the job. That combo costs nothing extra. And Scaley does not generate your assets: Google's built-in generator does that, and the images it makes still deserve a human pair of eyes. The full picture is at /ai-media-buyer.