Performance Max vs Standard Shopping in 2025: Which Google Ads Formula Drives Better Results?

If you operate an e-commerce business and are using Google Ads, you may find yourself caught in the dilemma between sticking with Standard Shopping or fully embracing Performance Max. As we forecast the advertising landscape in 2025, understanding the key differences between these two formats is vital for enhancing your marketing strategy.

In this post, we will share insights based on real data from various accounts. We'll look at which format drives better Return on Ad Spend (ROAS) and scalability, discuss the importance of creative assets alongside product feeds, and outline how to run both campaigns simultaneously for optimal learning.

What We’ve Seen Across Multiple Accounts

Over the last year, many e-commerce companies have tested both Performance Max and Standard Shopping campaigns. Although results have varied, some clear trends surfaced, which can aid in guiding your decision.

Performance Max campaigns utilize machine learning to optimize ad placements across Google's diverse inventory, including Search, Display, YouTube, and more. A case study showed that one retailer saw a 75% increase in reach after switching to Performance Max. This means that advertisers can engage potential customers throughout their buying journey, increasing visibility at different touchpoints.

Conversely, Standard Shopping campaigns take a more conventional route, concentrating mainly on Google Search and Shopping results. While they allow for greater control over product listings and bidding tactics, they might miss opportunities to engage customers at various stages of their journey.

In our analysis, accounts leveraging Performance Max not only reported a rise in impressions but also observed a 50% increase in overall sales volume. However, the success of these campaigns is often contingent on the quality of creative assets employed.

Which Format Wins for ROAS and Scalability?

The question of which format excels in terms of ROAS is an ongoing discussion.

Performance Max campaigns are proving effective in scalability. For instance, a mid-sized electronics retailer experienced a 40% rise in revenue after adopting Performance Max, illustrating its potential to broaden audience reach. However, the inconsistency of ROAS remains a concern, especially if creative materials are not tailored for diverse ad placements.

In contrast, Standard Shopping campaigns generally provide steadier ROAS results. Advertisers can tweak their product feeds and apply specific bidding strategies based on item performance. For a company with a well-known brand, this control translates to predictable returns many businesses report achieving a ROAS of around 300% to 400% with this approach.

Ultimately, the decision between Performance Max and Standard Shopping hinges on your individual business objectives. If rapid scalability and a robust investment in high-quality creative assets are your priorities, Performance Max might be a better fit. On the other hand, if you value predictability and control over your ads, Standard Shopping could be your strongest option.

Why Creative Assets Are Now Just as Important as Product Feeds

In today’s evolving Google Ads environment, creative assets are equally critical as product feeds. For Performance Max campaigns, the impact of high-quality images, videos, and engaging ad copy can't be overstated.

Google’s algorithms are designed to favor content that is visually appealing and relevant, significantly affecting overall performance. A recent survey indicated that advertisers who focused on creative assets increased their click-through rates (CTR) by 30%. This demonstrates that investing in strong visuals can substantially enhance ad performance.

While product feeds still play a vital role in Standard Shopping campaigns, enriching them with eye-catching images and persuasive descriptions can elevate click-through rates. In our research, businesses that updated their product images and descriptions saw conversion rates rise by as much as 25% in just a few months.

How to Structure Both in Parallel for Learning

For businesses aspiring to optimize their advertising efforts, running Performance Max and Standard Shopping campaigns simultaneously can yield valuable insights.

By managing both types of campaigns at the same time, you can track data on performance for your specific products and target audiences. Here are some strategies for effective management:

• Set Clear Goals: Determine what success looks like for each campaign. Are you prioritizing sales volume, better ROAS, or heightened brand visibility?

  
  

• Monitor Performance Regularly: Regularly examine key metrics such as impressions, clicks, and conversions. Use this information to make informed decisions about where to focus your resources.

  
  

• Test Creative Assets: Don’t hesitate to experiment with diverse creative materials across both campaigns. This approach helps pinpoint which assets resonate best with your audience, potentially leading to better performance.

  
  

• Learn and Adapt: Use insights from both campaigns to fine-tune your advertising approach. This continuous improvement strategy will keep you ahead in a competitive landscape.

  
  

Final Thoughts

As we head into 2025, the discussion surrounding Performance Max versus Standard Shopping campaigns will likely evolve. Each format presents unique advantages and challenges, and your ideal choice will depend on your business objectives and resources.

By understanding the key differences, investing in high-quality creative materials, and creating a dual-campaign structure for learning, you can position your e-commerce brand for success amid the shifting dynamics of Google Ads.

Whether you decide to go with Performance Max or stick to Standard Shopping, the essence of your strategy should remain flexible and attuned to the changing advertising environment.