Google’s Performance Max (PMax) campaigns promise advertisers an all-in-one solution for reaching potential customers across Search, Display, YouTube, Discover, Gmail, and Maps. By using automation and machine learning, Google optimises bids and placements to drive conversions. However, despite its convenience, PMax can expose advertisers to two significant issues: spam bot traffic and low-quality clicks from the Display Network.
Spam Bots and Fake Conversions
One of the most common problems advertisers encounter with PMax is traffic generated by spam bots. Since PMax campaigns are designed to maximise conversion signals, the algorithm can inadvertently optimise toward fake leads or automated form fills. These bot-driven conversions inflate reported results but do not generate genuine business value. Left unchecked, this misleads advertisers into believing campaigns are performing well, when in reality budgets are being wasted.
Low-Quality Display Traffic
Another risk is the reliance on Google’s Display Network. While the Display Network can expand reach, it often delivers low-intent traffic compared to Search. Banner ad placements on irrelevant websites or mobile apps frequently lead to accidental clicks, especially from users with no genuine interest in the advertiser’s product or service. This skews performance metrics, drains ad spend and reduces overall return on investment.
However, advertisers can take several steps to minimise these risks:
Use Conversion Tracking Carefully
Ensure that only high-quality actions, such as verified purchases or phone calls, are counted as conversions. Avoid using simple form submissions or newsletter signups unless they can be validated, as these are prime targets for bots.
Implement Offline Conversion Tracking
Feeding back data from real sales not just online leads, helps Google optimise toward genuine outcomes rather than spammy signals.
Leverage Audience Signals
Providing strong audience signals within PMax guides the algorithm toward more qualified prospects and reduces reliance on broad, low-quality placements.
Exclude Poor Placements
Although PMax offers limited placement controls, advertisers can still monitor traffic reports and apply account-level exclusions to filter out known sources of spam or low engagement.
Monitor Lead Quality Regularly
Go beyond Google Ads reporting by comparing leads with CRM data. If sales teams report an influx of junk leads, campaign settings should be adjusted quickly.
Conclusion
Performance Max campaigns can deliver strong results, but only if advertisers remain vigilant. By tightening conversion tracking, leveraging offline data, and actively monitoring traffic sources, businesses can reduce the risks of spam and low-quality Display traffic while maximising true performance.
If you want to know more about how to reduce your business’s PMax campaigns’ risks of spam and low-quality Display traffic, please get in touch.