Search = Capture demand
People are already looking.
Keyword-based targeting
High intent traffic
Best for immediate leads/sales
Bottom of funnel
Performance Max = Scale demand
Google finds more conversions for you.
Uses all Google channels
AI-driven targeting
Expands beyond search
Full funnel (if you have data)
Demand Gen = Create demand
People aren’t searching yet.
Audience-based targeting
Visual ads (YouTube, Discover, Gmail)
Builds awareness + interest
Top of funnel
The simple rule:
Search → capture demand
PMax → scale it
Demand Gen → create it
Use them together, not interchangeably.
