Is It Time to Ditch Responsive Search Ads for Performance Max?

If you’ve been running ads on Google recently, you’ve probably noticed the introduction of Performance Max. This new campaign type has made waves in the marketing world, leaving many advertisers wondering: should I stick with Responsive Search Ads (RSAs), or is it time to switch to Performance Max? 

Each option has its strengths, and there’s no universal answer. The choice between RSAs and Performance Max comes down to your advertising goals. Are you aiming to capture customers who already know what they want, or do you want to reach a broader audience that might not be actively searching? Let’s break down the features of each to help you decide which is the best fit for your needs.

What Are Responsive Search Ads?

Many Google advertisers use Responsive Search Ads (RSAs). The appeal? They let you create an ad that changes based on what users are searching for. You create multiple headlines and descriptions to give Google’s AI phrases to play with. Then, the AI combines headlines and descriptions to find what each user likes. 

Suppose you advertise a local gym. Someone nearby searches “best gym near me” or “affordable gym memberships.” RSAs ensure that your ad appears with the messaging most likely to grab their attention. Google’s algorithm optimizes ad combinations based on real-time testing. The result? Relevant, personalized, and timed ads that grab attention. 

RSAs are a good choice if you want to connect with people interested in your offering. RSAs are effective for businesses targeting “high-intent” customers—people who know what they want and are ready to act. Conversion-focused brands use them to turn searchers into leads, subscribers, or buyers.   

For insights on how to create effective Google Ads campaigns, look at this beginner’s guide to Google Ads.

How Exactly Do RSAs Work?

Setting up RSAs is straightforward. Google lets you create up to 15 different headlines and four descriptions for each ad. While that might sound like a lot, the idea is simple: the more options you give, the more combinations Google’s AI can test. The goal is to cover your bases by having headlines that speak to various aspects of what you offer. 

For instance, if you run a coffee shop, one headline might read, “Award-Winning Local Coffee.” Another might say, “Freshly Brewed Coffee Near You.” The descriptions can be just as varied, covering everything from your special drink menu to the fact that you offer free Wi-Fi. With all these options in play, Google’s AI can mix and match to serve up the perfect combination, customized to what a person is searching for. 

As your ads run, the AI learns which combinations are the most effective, showing them more often. This ongoing optimization makes sure your ads stay relevant, engaging, and impactful, making RSAs a great choice if you want to reach customers who are already on the hunt for what you offer. 

Enter Performance Max: The New Multi-Channel Ad Option

Launched by Google to give advertisers a broader reach, Performance Max campaigns go beyond search results to include placements on YouTube, Gmail, Google Maps, Display Network, and Google Discover. This means your ads can show up in multiple places where people spend time online. 

The main appeal of Performance Max is its automation. You set your goals—like driving sales or boosting website traffic—and Google’s AI takes care of the details. It decides where, when, and how to display your ads, making real-time adjustments to optimize performance. 

For brands looking to expand their reach and build awareness, Performance Max is an appealing option. It’s especially useful for businesses that want to engage potential customers who aren’t actively searching but might be interested if they come across the brand in other contexts. 

This overview of Performance Max campaigns by Google Ads Help has more details on Google’s automation in advertising. 

How Does Performance Max Work? 

Performance Max campaigns rely on machine learning and “audience signals” to place ads. Rather than just using keywords, Performance Max uses browsing behavior, user interests, and online activity to reach people who might be a good fit for your brand. This broader targeting is particularly valuable if your goal is to increase brand recognition across platforms. 

Imagine you’re running ads for a fashion label. Performance Max might display your ads to people who have watched fashion-related videos on YouTube, visited style websites, or even searched for similar items in the past. This approach helps you reach audiences who might not be looking for your product directly but could be interested when they see it. 

Another advantage of Performance Max is its ability to manage budget allocation. If certain placements—like YouTube or Gmail—are performing better, Google’s AI will automatically adjust your budget to focus on those high-performing channels. 

Targeting: Which Audience Do You Want to Reach? 

Responsive Search Ads for High-Intent Customers 

RSAs are highly effective for targeting people who already know what they want. Picture someone searching “emergency plumber near me.” They’re not just browsing—they need a solution fast. RSAs let you reach high-intent users at the moment they’re most likely to convert, making them ideal for capturing ready-to-act leads. 

For businesses that rely on specific customer intent—like local services, e-commerce, or products that people search for directly—RSAs can deliver the right message at the right time. 

Performance Max for Broader Reach 

Performance Max, on the other hand, targets potential customers based on interests and online behaviors. This allows your ads to reach people across different Google platforms, even if they aren’t actively searching for your product or service. 

For example, if you’re launching an energy drink, Performance Max can strategically place your ad where it’s most likely to be seen, like during YouTube workout videos or in health-related articles. This approach helps create brand awareness and keeps your product in front of people who may become customers later. 

Goals: What Are You Trying to Achieve? 

RSAs for Direct Conversions 

RSAs are specifically designed to drive conversions. They’re great for businesses that want people to take immediate actions, like signing up, making a purchase, or booking a consultation. Since RSAs target people actively searching for something, they tend to convert at a higher rate. 

For instance, if you’re promoting a natural cleaning product, RSAs can target specific keywords like “eco-friendly cleaning supplies.” This approach connects you with users who are already interested, increasing the likelihood of clicks and conversions. 

Performance Max for Brand Awareness 

Performance Max excels in campaigns where the goal is building brand awareness. By reaching users across multiple platforms, Performance Max helps you stay top-of-mind, ensuring your product or service is seen in different contexts. It’s ideal for companies looking to make a lasting impression and stay visible throughout the customer journey. 

Control and Customization: How Much Freedom Do You Want?

RSAs Let You Control Your Message 

One of the main advantages of RSAs is the control they provide over ad copy. You can choose specific headlines and descriptions and “pin” certain elements, so they appear in every ad. This is helpful if you want to maintain brand consistency or emphasize key messages, like “Free Shipping” or “Limited Time Offer.” 

Performance Max Relies on Automation 

Performance Max offers a hands-off approach. Instead of customizing each element, you upload a set of assets—text, images, and videos—and Google’s AI decides how and where to place them. This can be a big time-saver, but it means you have less control over how the ads look in each setting. 

For businesses that prefer a more automated approach, Performance Max’s streamlined setup could be a perfect fit. However, if you prefer a more hands-on strategy, RSAs provide the customization you need. 

Data Insights: How Much Information Do You Need? 

RSAs Offer Detailed Data 

RSAs provide detailed insights into which combinations of headlines and descriptions perform best. Google’s Ad Strength score helps you gauge the relevance and effectiveness of your copy, allowing for data-driven adjustments to maximize results. 

Performance Max’s Reporting is Less Granular 

While Performance Max offers metrics like impressions, clicks, and conversions, it doesn’t provide the same level of detail as RSAs. You won’t see which specific assets performed best, which can make optimization harder if you rely on detailed performance data. 

When to Use Responsive Search Ads 

Responsive Search Ads are ideal if: 

• You’re targeting people who know what they’re looking for.
• You want more control over your messaging.
• You rely on detailed performance data to refine your strategy. 

When to Use Performance Max 

Performance Max is a great fit if: 

• You want a broader reach across multiple channels.
• You’re focused on brand awareness and engagement.
• You’re comfortable with automated ad management.

Bottom Line: Which One Should You Choose? 

Should you drop RSAs in favor of Performance Max? Not necessarily. Each ad type has unique strengths that can serve different purposes. If you want to capture high-intent customers actively searching, RSAs are a great choice for driving conversions. But if you’re focused on expanding your brand reach and building awareness across platforms, Performance Max could be the way to go. 

For many brands, using both ad types together can be a powerful strategy. Running RSAs for direct conversions alongside Performance Max for brand-building allows you to target people at every stage of the customer journey, from initial awareness to final purchase. 

Ready to take your advertising strategy to the next level? Contact us to find out how we can help you optimize your digital ad campaigns and maximize your reach.