Ask most business owners about Performance Max, and you’ll get some version of the same answer. It’s a black box. Google spends your money and won’t tell you where. You have to trust it. That was a fair description once. It isn’t any more, and the gap between the reputation and the reality is now wide enough to cost people money. Over the last couple of years, Google has opened Performance Max up considerably. Search terms. Channel-level spend. Placements. Negative keywords. Brand exclusions . Device and demographic controls. Each landed as a separate announcement, several months apart. Read one at a time, each looked like a small thing. Read together, they mean the campaign type you were told to leave alone is now steerable. Most accounts are still leaving it alone. I want to be careful not to overstate this. One real blind spot remains, and I’ll come to it. But “you can’t see anything” is no longer true, and repeating it is costing businesses the chance to fix obvious waste. WHAT YOU...
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