More control over how PMax prioritizes conversions across channels

Hi,

Performance Max has always allocated budget across channels on its own, and you could only influence that split indirectly. Google is now rolling out more direct control over how PMax prioritizes conversions across channels.

This is useful when spend gets stuck in a low-performing channel, but where attribution across the full path still matters. A YouTube view may assist a conversion that ultimately closes through Search, so cutting a channel on last-click numbers alone can quietly remove demand you actually want.

WHAT IS CHANGING

My recommendation

Before you touch anything, open the channel performance report and look at how each channel contributes across the path, not just its last-click CPA. That is the read you base the decision on.

Use the new control where spend is genuinely stuck in a channel that neither converts nor assists. Be careful throttling YouTube or Display purely on last-click numbers, because they often assist conversions that close on Search, and cutting them can drop volume you wanted to keep.

Change one thing at a time and give it a week or two before you judge it. Adjusting priority, creatives and budget at once turns a test into a relaunch, and you lose the read on what actually moved.

Spotted via Heidi Sturrock, worth a follow for PMax updates.

Talk soon,

Adriaan

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