So, you’ve launched a Performance Max campaign, got a tight budget, and you’re wondering what to do next.
You’re not alone. One of the most common questions I get from ecommerce store owners is some version of: “What’s the smartest move when I’ve only got $1,000 to spend?”
Let’s talk about that, because getting this part right is where scrappy campaigns turn into profitable machines.
Breaking Even Is a Win (Yes, Really)
Let’s start here: if you’ve spent $1,000 on Google Ads and you’ve broken even… that’s a fantastic start.
Seriously. Most brands don’t hit break-even right out of the gate. If you’ve done that, then pat yourself on the back and keep going.
Because here’s the thing about scaling: when you manage your bid strategy and budget correctly, each new $1,000 you spend should become more profitable than the last. That’s how you scale smartly. Not by throwing more money at it blindly, but by making each dollar do more work than the one before it.
So don’t stall out now. You’ve made it through the hardest bit. Now it’s time to build.
Should You Chase Lower Competition Keywords?
Short answer: No.
I get why people suggest this — they think they’ll save money by avoiding the high-cost clicks.
But here’s the problem: low-competition keywords are usually low competition for a reason. They don’t convert as well. They’re less commercial, less buyer-ready, and generally just… less valuable.
The good stuff happens in the high-competition space.
Yes, it’s more expensive.
But the price is set by auction and the people bidding in that auction aren’t idiots. They’re bidding what they can afford based on their conversion rate, average order value (AOV), and gross margin.
If you can match or beat those metrics, then you can afford to play too.
So instead of running away from competition, focus on making your numbers better. That’s how you win at PMax.
Only Advertising One Product? Read This.
Let’s say you’ve got 50 SKUs… but you’re only running ads for one.
This is common. And I get it, running ads for your whole product catalogue can feel overwhelming, especially on a budget.
But here’s my take: the more products you advertise, the more chances you have at finding a winner.
There’s no guarantee your deodorant is the product that’ll scale best. Maybe it’s your moisturiser. Or your body wash. Or that random bundle pack you never thought anyone wanted.
More products = more data = more chances at finding something that scales.
Now, if you’re strictly capped at a $1K budget for the foreseeable future, it’s okay to focus on one product for now. But you’ll want to keep an eye out for diminishing returns, namely that point where every extra dollar spent brings less and less profit.
When you start seeing that, it might be time to expand to more SKUs.
The Secret Sauce: Product Titles, Not Ad Copy
This one surprises people all the time.
When running ecommerce campaigns on PMax, your product titles in your product feed are far more important than your ad copy or even creative assets.
These titles are what Google uses to match your products with search queries. So you want to make sure they’re doing the heavy lifting.
Here’s what you need to do:
Write product titles that are 130–150 characters long.
Pack them with relevant, high-intent keywords.
Prioritise clarity and utility over fluff. This isn’t the place for clever brand-speak.
You can write the best ad copy in the world, but if your product titles are weak, your PMax campaign won’t go far.
When to Add More Products to Your Campaign
So, how do you know it’s time to add more SKUs?
Look for these signs:
Your return on ad spend (ROAS) is flattening out.
Your cost per click (CPC) is going up, but your conversion rate isn’t.
You’ve made all the optimisations you can and performance still isn’t improving.
Those are strong indicators that you’ve hit a ceiling with your current setup. And the way to break through that ceiling is to introduce more products into the mix.
That gives Google more to work with, more signals to optimise from, and more opportunities to show your products to people who are actually looking to buy.
Budget Talk: How Much Do You Really Need?
You’ve probably heard a lot of conflicting advice.
Some say you need $2-5K to scale. Others won’t get out of bed for less than $10K. But here’s what I always say:
Base your budget on your AOV, not some arbitrary dollar amount.
If you’ve got a $25 AOV, you can’t afford the same cost-per-click as someone selling a $100 product. And that’s fine.
You just need to:
Keep your conversion rate high.
Keep your gross margin strong.
Spend within your means, and make each $1 smarter than the last.
You’ve already spent $1K and broke even. That tells me you’re close to unlocking profitability. The next thousand should get better results if you manage your budget, feed, and strategy correctly.
Final Thoughts
If you’re running Performance Max on a limited budget, the key isn’t to hold back—it’s to spend smart.
Here’s the big picture:
Don’t run away from high-competition keywords—they convert better and are worth the cost if your metrics stack up.
Start with one product if you have to, but don’t stay there forever. The more products you advertise, the more likely you are to find a true winner.
Put your energy into product titles. They’re one of the most powerful optimisation levers in ecommerce PMax campaigns.
Watch for signs of diminishing returns, and be ready to expand your campaign when the time is right.Ignore generic “minimum budget” advice. Let your AOV and conversion metrics dictate your scaling path.
This is the kind of smart, surgical scaling that gets better results than just chucking money at Google and hoping for the best.
Let me know how your campaign goes—and send over your product titles if you want me to take a look.