Performance Max (PMax) campaigns from both Google and Microsoft are multi-channel solutions designed to help advertisers expand their reach and drive more conversions. However, despite their similarities, each platform has its quirks, strengths, and limitations. Understanding these distinctions is crucial if you want to maximise the return on your advertising investment. Let’s break it down into clear, actionable points so you can leverage the unique benefits of each platform.

1. Audience Reach and Platforms

One of the biggest differences between Google’s and Microsoft’s PMax campaigns is the available inventory. Google’s Performance Max connects you to Google’s network, including Search, YouTube, Display, Discover, Gmail, and Maps. 

Microsoft’s Performance Max on the other hand, taps into the Microsoft Audience Network, reaching users across search engines like Bing, Ecosia, and DuckDuckGo, as well as platforms like Microsoft Start and Microsoft Edge. It’s a solid option for targeting both general consumers and high-intent users, offering a reach comparable to Google’s Display Network, but with Microsoft’s unique ecosystem benefits.

2. Ad Formats and Creative Assets

Google PMax leverages your creative assets – images, videos, headlines, and descriptions – mixing them to generate optimised ads across its entire network. The ability to serve these assets across channels such as Search, YouTube, and Gmail means you’ll need to upload a mixture of text, image, and video assets so Google can build multiple formats

Similarly, Microsoft PMax uses creative assets across its ecosystem, blending static, native, and multimedia ad formats. The advantage here lies in merging native advertising with traditional display formats, creating a seamless user experience.

3. Reporting and Insights

When it comes to reporting, both Google and Microsoft offer comprehensive dashboards to track your campaign performance

Google provides extensive reporting, offering insights across all channels – Search, YouTube, Display, and more. With granular data on platform performance, audience segments, and creative assets, Google’s reports give you a holistic view of your campaigns and where they perform best.

Microsoft offers detailed reporting as well, particularly in terms of individual platform performance (like Bing, Microsoft Start and Co Pilot) and audience segmentation. Microsoft’s reports are highly actionable, making it easier to adjust campaigns based on specific audience behavior.

4. Cost and Budget Allocation

Google’s PMax campaigns tend to be more expensive due to the scale of its reach. With so many advertisers bidding across a variety of high-traffic platforms, CPCs (cost-per-click) tend to be higher. However, Google’s automation ensures you’re getting optimised results for your budget.

Microsoft’s PMax campaigns are generally more cost-effective, with CPCs being lower due to less competition. While the overall audience size may be smaller compared to Google, Microsoft’s ability to deliver targeted ads across both search and display can help advertisers get more value for their budget, especially if their target audience is already browsing across Microsoft properties.

5. Attribution Models and Conversion Tracking

Google uses a data-driven attribution (DDA) model, which aims to distribute credit across touchpoints based on their contribution to conversions. However, this approach has drawn mixed feedback from advertisers, as it can sometimes feel less transparent, leading to confusion over how exactly conversions are being attributed. 

In contrast, Microsoft provides more straightforward reporting options, including models like last-click and linear attribution. This allows advertisers to retain clarity, especially with last-click data, giving a clearer, more intuitive view of which touchpoints are driving conversions. While Microsoft is expanding its focus on multi-touch attribution, it currently offers a more transparent way to analyze campaign performance.

Final Thoughts: Why You Should Test Both

It’s not about choosing which platform is better, but about understanding how each can support your campaign goals. Testing both Google and Microsoft PMax will allow you to identify the best fit for your needs.

• Google’s Performance Max offers unparalleled reach, sophisticated automation, and multi-channel integration – perfect for businesses seeking broad consumer outreach and automated management across multiple touchpoints.
• Microsoft’s Performance Max provides a cost-effective alternative with lower costs and access to a high-intent audience across multiple search engines and other display placements. While it may have a smaller overall reach, it excels at reaching targeted users and delivering high-value results for budget-conscious campaigns.

By testing both platforms and leveraging their unique strengths, you’ll optimise your campaigns and drive the results that matter most to your business.