Skip to main content

Experience new growth possibilities with Microsoft Advertising today >

Microsoft Performance Max

Work together with Microsoft’s AI to maximize your conversions across Microsoft properties, all from a single campaign.

Revolutionize your advertising campaigns

Drive performance towards your goals

You provide the inputs to effectively reach audiences across the Microsoft Advertising Network.

Simplify to uplevel your impact

Get back free time with one single hassle-free setup for multi-channel performance.

Future-proof your business

Our industry-leading AI allows you to stay on top of consumer trends and stand strong against competitors.

Combine the power of engaging ads and best-in-class AI

Your ad content adapts to match user intent and entice more clicks with multiple ad formats and placements across the Microsoft Advertising Network.

Promote your products and reach shoppers with relevant ads at the point of purchase through predictive targeting.

Use audience signals, bid strategies, and tracking goals that drive the best performance from your budget.

Get the most from Performance Max with these tools

Audience targeting

We’ll put you in the spotlight where your customers are, expanding your reach to audiences who are most likely to convert.



Automated bidding

With ever-expanding keyword lists and targeting options, managing bids efficiently can be difficult and time-consuming. Automated bid strategies from Microsoft Advertising give you flexible, advanced tools to save you time and maximize your ad spend.

Image creation

Based on your initial inputs and URL, Microsoft's AI will generate new asset recommendations for your campaign to create more engaging messages and imagery.



Conversion tracking

Track what your customers are doing after they click on your ad. Universal Event Tracking (UET) is a powerful tool that records what customers do on your website. By creating one UET tag and placing it across your website, Microsoft Advertising will collect data that allows you to track conversion goals and target audiences with remarketing lists.

How to get started


Define your goals

Performance Max optimizes based on the types of conversions that you indicate are worth most to your business.


Add creative assets

Providing as many high-quality text and image assets as possible helps you create more relevant ads for customers.


Create audience signals

Share which types of customers are most valuable to you and more likely to convert, and Performance Max will optimize towards those users across our unique Microsoft Advertising network.

Get started with Performance Max today

Take action now by signing up for a campaign that will reshape your business.

Frequently asked questions

No, Performance Max campaigns are built to maximize your performance with your strategy, assets, and audience signals. To help as an optimization tool, you can use negative keywords.

Set a budget according to your weekly historical search and audience spend to start. If your goal is to drive spend and traffic and allow the Performance Max campaigns and bid strategies to learn, it’s recommended to start without a target and add one later once the campaign gets more history.

Exact match keywords in search campaigns are prioritized over Performance Max campaigns, and Performance Max campaigns are prioritized over smart shopping and standard shopping campaigns. Otherwise, there is no hard prioritization, and the best ranked ad enters the auction (therefore does not impact cost-per-click).