Today, let’s talk about one of the most common ecommerce Google Ads questions I get:
Should I use Standard Shopping or Performance Max?
If you’ve got a Google Merchant Center account and you’re trying to run product ads for an ecommerce store, this is a decision you’re going to have to make.
And while there’s no one-size-fits-all answer, I do have some strong opinions based on what we’re seeing inside the Big Flare client accounts.
Let’s get into it.
Now, if you’re new to all this, you might be wondering: is there anything wrong with using Standard Shopping?
The answer:
No, not at all.
Standard Shopping still works. It’s not deprecated or broken. But it’s definitely not Google’s favourite child anymore.
The TL;DR? I’d Use Performance Max in Most Cases
In the majority of client accounts we run, Performance Max wins.
It outperforms Standard Shopping in total revenue, total profit, and total volume.
Standard Shopping can get you a higher ROAS, and when you look at just ROAS without the context of total revenue/spend/sales, it might look better.
But when you zoom out and look at what matters — how much money you made at the end of the month — Performance Max usually puts more in the bank.
And that’s what we care about.
But There Are Pros and Cons, So Let’s Break It Down
Here’s a simple comparison table I like to refer to when making this decision.
Performance Max
Higher potential volume: Your ads show across more channels: Shopping, Search, YouTube, Gmail, Display.
Lower potential ROAS: Because some of those channels (like Display and YouTube) often convert worse than pure Shopping.
Easy setup and highly automated: It’s genuinely easier for beginners to use.
Google is clearly prioritising it: New features roll out to PMax first. That’s just the way it is.
My recommendation: Use this by default unless you have a strong reason not to.
Standard Shopping
Higher potential ROAS: Especially if you’re only targeting bottom-of-funnel keywords or branded traffic.
Lower volume overall: Since it only shows in the Shopping tab.
More manual control: You can get surgical with your targeting, bids, negatives, and feed.
More complex to run well: This is not for beginners.
Not future-proof: Google’s investing less in it.
When I’d Choose Standard Shopping Instead
Here’s when I’d go for Standard Shopping instead of PMax:
You already tried PMax and it didn’t work.
You suspect that branded shopping ads are inflating your PMax ROAS and want to exclude them for a clearer test.
You’ve got a strong handle on Google Ads and want total control.
You have time and skill to tinker, test, and optimise manually.
That said, even when we’ve split out branded terms into separate campaigns, PMax still tends to outperform Standard Shopping in more than 80% of our accounts.
What About Branded Search and Shopping Ads?
There’s a lot of confusion around this one, so let me clarify how we usually handle it:
For branded search ads: We often split this out into its own separate campaign.
For branded shopping ads inside PMax: We usually just let them run inside PMax, unless we have a very specific reason not to.
Yes, it’s possible to split branded shopping traffic out of PMax. You can do it with negative keywords, or even brand exclusions, and then set up a separate campaign for branded queries.
But honestly? I don’t love this setup. It’s messy, hard to segment cleanly, and you’ll almost always get some non-brand traffic leaking into the branded campaign.
So unless it’s a really special case, I’d just leave branded shopping inside PMax and adjust your ROAS targets accordingly.
(Meaning: aim for a higher blended ROAS, knowing that some branded conversions are helping lift your numbers.)
“Where’s My Budget Going?”: Understanding PMax Spend Breakdown
If you’re worried that PMax is burning cash on YouTube or Display and not telling you… well, you’re kind of right.
Google gives you very little reporting on where your Performance Max budget is actually going. Their support reps will tell you “it’s a new product,” but let’s be real — PMax has been out for a couple years now. That excuse doesn’t fly anymore.
But here’s the good news:
There’s a Google Ads script that can give you the breakdown.
Install this one from GitHub:
https://github.com/agencysavvy/pmax
Once it’s running, it’ll tell you how much of your PMax budget is going to Search, Shopping, YouTube, Display, etc.
This will help you figure out if half your spend is going to junk impressions or if you’re actually getting value from those non-Shopping channels.
How to Actually Test Standard Shopping vs PMax
Want to know what really works for your store?
Don’t guess. Don’t go by what others say.
Test it.
Use the Experiments feature inside Google Ads to run a controlled A/B test.
Set up two nearly identical campaigns, one using Standard Shopping, the other using PMax, and run them side by side. Make sure to factor in branded traffic, ROAS targets, and campaign exclusions appropriately.
This is the best way to get real data on what performs better for your store.
Summary: Which One Should You Choose?
Here’s my final take.
Start with PMax. It’s easier, faster, and usually gets better results.
If PMax isn’t cutting it, then try Standard Shopping.
Don’t assume a higher ROAS means better performance — look at total profit, not just percentages.
If you’re technical or advanced, consider testing both. Use Experiments and scripts to get real insight.
Google is backing PMax hard, so it’s the safest bet for the future.
Conclusion
When it comes to choosing between Standard Shopping and Performance Max, it all comes down to your goals, your technical ability, and how much time you want to spend in the account.
Performance Max is usually the better choice for volume and total profit, while Standard Shopping can get you a cleaner, higher ROAS but with less reach.
In the end, the best approach is often to test both, see what the data says, and go with the option that makes you the most money—not the one with the prettiest numbers.