There’s been a lot of chatter lately about whether Standard Shopping or Performance Max delivers better results in Google Ads.
Some are even saying, “Standard Shopping is way better, you’ve got to use that, not PMax!” But based on our own tests… I’m not so sure that’s true.
When Performance Max (PMax) first launched, my team and I tested it extensively.
Around 8 times out of 10, PMax outperformed Standard Shopping.
Given those results, we’ve often opted to go with PMax when we’re pressed for time, although we still run occasional tests. This year, we’ve run two tests on this topic, and PMax still came out on top.
If you’re unsure which campaign type is the stronger performer for your store, I’m here to help. Let’s look at how to set up a proper, fair A/B split test between Standard Shopping and Performance Max, so you can make an informed decision for your business.
If you do try this out, I’d love to hear back from you — just hit reply and let me know how it worked for you!
How to Run a Proper A/B Test: Standard Shopping vs. Performance Max
Step 1: Create a New Experiment in Google Ads
In Google Ads, navigate to the Experiments section from the left-hand sidebar.
Click Create a New Experiment.
In the screenshot above, you can see the results where PMax outperformed Standard Shopping—more conversions, lower CPA, higher ROAS, and increased revenue. It’s tests like this that make me question whether those claiming Standard Shopping is better have actually run a proper A/B test.
Step 2: Set Up the Performance Max Experiment
Select the top left option to run a Performance Max experiment.
Choose to test against Standard Shopping (note: the other option for uplift isn’t relevant for Shopping campaigns, only for PMax campaigns without a feed).
Select an existing Standard Shopping campaign as the control, and I recommend a 50/50 budget split.
Step 3: Ensure a Fair Test
For any product group subdivisions you have in your Standard Shopping campaign, replicate that structure with the same listing group in Performance Max. This keeps the test fair.
You can either create the PMax campaign manually or allow Google Ads to create it automatically. If you choose the latter, make sure to go back into the campaign later to add your own images, headlines, descriptions, audience signals, and search themes.
Step 4: Set the Test Duration and Finalise
You’ll reach the final confirmation screen. I recommend running the test for at least 2 months. From our experience, PMax can take up to a month to hit its stride, and if you stop the test too early, you might miss out on seeing its full potential.
Don’t tick the box to auto-apply the test if favourable—I suggest making that decision yourself and applying the results manually at the end.
Additional Notes
Unfortunately, you can’t set up PMax as the control and add Standard Shopping as the experiment, so this test setup only works if you’re currently running Standard Shopping.
Ensure that both PMax and Standard Shopping have the same bidding settings and targets for a truly fair test.
PMax can sometimes spend more, so make sure your daily budget is high enough to accommodate any potential increase in spend and revenue.
If you give this A/B test a try, please share your results—I’d love to see what you find!
And if you run into any issues or need a hand setting it up, I’m just an email reply away.
Conclusion
Choosing between Standard Shopping and Performance Max in Google Ads can be tricky, especially with so much conflicting advice out there. By running a proper A/B test, you can determine which campaign type works best for your store. Following the steps above will help ensure your test is fair and provides reliable results. Remember, Performance Max can take some time to hit its stride, so give your test the time it needs to deliver accurate insights.