When Google launched Performance Max in 2021, dental marketers weren’t sure what to expect. The promise was bold: one campaign to access Google’s entire advertising network. But for dental professionals used to managing precise campaigns, the lack of control was frustrating.

Fortunately, a lot has evolved since the initial rollout. With new updates shaped by user feedback—like campaign-level exclusions, detailed reporting, and asset insights—Performance Max is more transparent and strategic than ever. Still, it’s not a “set it and forget it” tool. Dentists now have more ways to guide, troubleshoot, and optimize campaigns to attract new patients effectively through advanced automation and cost-per-action bidding.

How Does Performance Max Work for Dental Practices?

Performance Max (PMax) allows dental practices to advertise across all of Google’s advertising network using a single campaign.

This includes:

• Google Search and Search Partners
• YouTube
• Display Network
• Discover
• Gmail
• Maps (when using local extensions)

Instead of creating multiple advertising campaigns, dentists provide creative assets and a conversion goal. Google’s artificial intelligence and machine learning systems then assemble and deliver ads based on user intent, browsing behavior, demographics, and audience signals.

Rather than controlling keyword targeting, practices provide data signals and landing pages—allowing automation to do the heavy lifting. Success depends on high-quality inputs: compelling ad copy, structured data feed, a clear goal (like lead generation), and tools that align with the practice’s broader marketing strategy.

Budgeting and Bidding in Performance Max

PMax supports Smart Bidding strategies, including:

Smart Bidding Options:

• Maximize Conversions
• Maximize Conversion Value

You can also set:

• Target CPA (Cost per Acquisition)
• Target ROAS (Return on Ad Spend)

For dentists focused on lead generation and new patient acquisition, Google Ads provides an option to bid higher for new users. This enables better ROI and revenue from advertising campaigns.

Smart Bidding Exploration, backed by Google’s algorithm, extends your reach beyond historically successful queries to uncover valuable new audiences—boosting visibility without cannibalization of branded traffic.

Geography, Language, and Scheduling Settings

Dentists can refine their campaign setting preferences for:

Options include:

• Service area (via zip codes or city targeting)
• Preferred language for multi-lingual communities
• Ad scheduling (to match business hours or peak search engine traffic)

Campaigns can be localized using Google Merchant Center and bulk-upload tools like Google Ads Editor.

Control Features for Dental Advertisers

Performance Max campaigns now offer greater transparency and control:

New Campaign Controls:

• Campaign-level negative keywords
• Brand exclusions (especially useful for competitive search advertising)
• Age and device exclusions
• URL contains rules to control page-level ad targeting

These tools give advertisers more oversight, helping to avoid wasted ad spend while still leveraging the power of automation.

Automatic Asset Generation (Use with Caution)

If a practice’s campaign lacks assets, Google may auto-generate headlines, descriptions, and even image ads. These assets are based on your website content, feed, and prior performance.

To maintain brand awareness and accuracy, dentists should regularly review auto-generated creative for tone and alignment. Google also now enables asset generation based on your brand’s logo, font, and colors—a great tool for practices that want consistency across their online advertising presence.

Asset Groups: Where Campaign Strategy Lives

Each asset group should align with a distinct service offering, target audience, or marketing goal.

Example Segments:

• Dental Implants
• Teeth Whitening
• Emergency Appointments

Asset groups include:

• Headlines and long headlines
• Descriptions
• High-quality images in varied formats
• Optional video (Google auto-generates if none provided)
• Sitelinks, callouts, and lead forms
• Audience Signals (custom segments, remarketing lists)
• Search Themes (keywords related to services)

Use these assets strategically to support call to action messaging and drive consumers to a relevant landing page.

Understanding Performance Max Reporting

Thanks to improved analytics, dentists can now track:

Reporting Features:

• Channel-level breakdowns (Google Search, YouTube, Google Shopping, etc.)
• Campaign-level conversion tracking and revenue performance
• Asset ratings and feedback (Low, Good, Best)
• Search term themes (by category, not individual query)
• Audience signal contribution to lead generation and sales

While not as transparent as traditional Google Ads campaigns, these metrics provide vital resource-level insights for optimizing digital marketing.

Performance Max vs. Search and Demand Gen Campaigns

Here’s how PMax compares:

Feature	Performance Max	Search	Demand Gen
Channels	All Google inventory	Search only	YouTube, Gmail, Discover
Targeting	Automated + signals	Keywords	Lookalikes, custom segments
Creative	Mixed asset types	Text-only	Video, image-heavy
Reporting	Moderate	High	Moderate

Use Performance Max alongside traditional Google Ads campaigns to avoid campaign cannibalization and ensure full funnel coverage—from lead acquisition to brand awareness.

Top Benefits for Dentists Using Performance Max

• All-in-One Campaign Access: Connect with patients via Google Shopping, Google Search, Gmail, and more in one campaign
• Smarter AI Optimization: Let automation and machine learning handle bidding and placement
• Asset Flexibility: Mix and match creative using Google’s tools to improve performance
• Expanded Audience Reach: Use audience signals to reach untapped consumer segments
• Centralized Management: Manage all your Google Ads account activity from a single dashboard

Is Performance Max Right for Your Dental Practice?

Performance Max campaigns are well-suited for:

• Practices aiming to drive lead generation and increase appointment volume
• Offices that want to simplify their digital marketing efforts
• Dentists expanding into new markets or offering new services
• Teams using Google Analytics to monitor results

Avoid PMax if you need pinpoint control over every advertising network or if your conversion tracking is limited.

5 Best Practices for Dental Performance Max Campaigns

1. Provide Strong Audience Signals: From website visitors to CRM-based lists, your audience input guides machine learning.
2. Create Multi-Format Assets: Support all placements with square images, portrait videos, and strong CTAs.
3. Audit Reports Weekly: Stay ahead of underperforming asset groups by monitoring analytics data.
4. Use Negative Keywords and URL Rules Early: Avoid visibility on irrelevant searches and protect brand equity.
5. Set Accurate Bid Goals: Use real CPA or ROAS benchmarks to enable automation that aligns with practice revenue goals.

Unlocking New Patient Growth with ProSites

Performance Max isn’t just another ads tool—it’s a comprehensive advertising solution that integrates every major Google channel under one campaign setting. With features that emphasize automation, analytics, and efficiency, it helps your dental practice grow without draining your resources.

ProSites offers expert support for launching and optimizing your Google Performance Max campaigns. We combine deep knowledge of the dental industry with cutting-edge digital marketing strategies to help you maximize your investment.

Ready to expand your visibility and attract more patients? Let’s customize a PMax campaign that fits your goals. Book a consultation today.