---
title: How do I create Performance Max (P. Max) campaigns for dental clients?
description: This SOP offers a detailed guide on setting up and optimizing Performance Max campaigns in order to maximize the performance for dental clients.
---

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# How do I create Performance Max (P. Max) campaigns for dental clients?

## This SOP offers a detailed guide on setting up and optimizing Performance Max campaigns in order to maximize the performance for dental clients.

- If needed, you can request ChatGPT to follow this template to provide fully customized instruction to follow: [https://docs.google.com/document/d/1yhs4jRZ9ARO6ul3JxMt3DUnPtZGR6T4agD9ehtHzJeg/edit?tab=t.0](https://docs.google.com/document/d/1yhs4jRZ9ARO6ul3JxMt3DUnPtZGR6T4agD9ehtHzJeg/edit?tab=t.0)
- Go to account \> Campaigns \> Click the blue ‘+’ to create a new campaign 
    - Select ‘Leads’ as your goal
    - Select ‘Performance Max’ as your campaign type
    - Under 'Where should people go after clicking your ads?', enter the Final URL for the service that we are focusing on
    - Name the campaign “Performance Max - Implants” (adjust name for whatever service we are focusing on)
    - Select ‘conversions’ as what you want to focus on, but do not set a target CPA

- - Set your location targeting, language, and ad schedule  
          - **Note:** You can copy the location targeting from the Local Dentistry campaign or another campaign to keep it the same using Google Ads Editor
          - **Note:** For ad schedule, it's generally best to target office hours only to ensure the best user experience and quality

- - Under 'Automatically Created Assets', keep 'video' enabled, but disable 'text and final URL customization'

- - Add campaign tracking template:
      
      {lpurl}?utm\_source=google&utm\_medium=cpc&utm\_campaign={campaignid}&utm\_term={keyword}&adgroupid={adgroupid}&network={network}

- - Under devices, uncheck TV screens
    - Skip "Asset Generation" and move to the next step
    - Create your asset group and name it based on the targeted service (i.e. Implants) 
          - **Brand Guidelines** 
                  - Enter the business name
                  - Add logo 
                            - **Note:** Be sure to include a square logo and modify it to all sizes
                            - **Note:** You can save the image file from the site to your desktop and use Canva to create a PNG file with the logo, if needed

- - - **Assets**  
                  - Enter final URL
                  - Enter headlines and descriptions (fill all available) using Title Case 
                            - **Note:** You can copy most of these directly from the RSA in our standard ad group for this service and use ChatGPT for assistance with any remaining ones

- - - - Upload images (fill all available) - take relevant images from the site and if necessary, use Google's inventory to find stock photos of people smiling or other relevant images 
                            - **Note:** Be sure to use original images where possible

- - - - If it automatically adds sitelinks, please remove those

- - - - Select ‘Contact Us’ as your call-to-action
                  - Add display path  
                            - **Note:** Use the same display path we use in the standard ad group for the service for consistencyEnter display path (i.e. /dental-implants)

- - - - **Signals** 
                            - Under 'Search Themes' \> Add the service-specific keywords you want to target for this campaign (use as many as possible) 
                                        - - **Note:** You can copy these from the standard ad group for the service
                                                      - **Note:** If any keywords are flagged, you can click "Show Details" in the red area underneath the keywords that details the violation and "request an exemption"
                  - Skip 'Audience Signal', unless it's Implants or Emergency-focused 
                            - If Implants-focused, layer in the following demographic audience signals: 
                                        - Age: 35-65+, Unknown
                                        - HHI: Top 10-50%, Unknown
                            - If Emergency-focused, layer in the following demographic audience signals: 
                                        - Age: 25-65, Unknown

- - Set an average **daily budget of $10/day** for the campaign 
          - **Note:** This budget is a minimum starting point, but can be increased later on as needed based on performance. We recommend allocating no more than 20-30% of the budget to P. Max for the best results.
    - Review campaign details and publish the campaign
    - Once the campaign is published: 
          - Edit the location settings at the campaign-level and select the "Presence" setting (not "Presence or Interest")   
            ![](https://grow.dentalmarketing.com/hs-fs/hubfs/Screenshot%202024-12-05%20at%201-30-44%E2%80%AFPM-png.png?width=495&height=128&name=Screenshot%202024-12-05%20at%201-30-44%E2%80%AFPM-png.png)
          - Add a brand exclusion by clicking into campaign settings \> 'Additional Settings' \> 'Brand Exclusions' \> '+ New Brand List' 
                  - Enter the practice name as the List Name
                  - Under Brands, search for the practice name and select it if it appears in the list (make sure the URL matches) 
                            - If it does not appear, click '+ Request a Brand' 
                                        - Enter the practice name as the Brand Name
                                        - Select 'Company' as the category
                                        - Enter the practice URL
                                        - Enter alternative names for the practice under Other Names, as applicable
                                        - Click 'Submit'
                  - Click 'Save'
    - Go to 'Tools' \> 'Shared Library' \> 'Exclusion Lists' \> Add the 'Competitor' and 'Geo' negative keyword lists to the P. Max campaign
    - If applicable, change to 'Campaign-Specific Goals' and exclude the 'Booking Widget Click' conversion 
          - **Note:** If the account does not track the 'Booking Widget Click' as a primary conversion, you can skip this step.
    - **24 Hours Later - Set Campaign Allocations in [Budget Pacing Agent](https://seo-content-portal-seven.vercel.app/)** 
          - Campaign allocations are only required for accounts with **more than 1 active campaign** 
                  - If there is only one active campaign, no allocations need to be set
          - If there are no existing allocation guidelines, use your best judgment based on the account structure and campaign goals 
                  - As a general guideline, aim to allocate no more than **20–30% of the total monthly budget** to **Performance Max** campaigns 
                            - **Example:** For an account with a **$2,500/month budget** and one **Local Dentistry** campaign plus one **Performance Max** campaign: 
                                        - Local Dentistry: **$2,000/month (80%)**
                                        - Performance Max: **$500/month (20%)**

**Note:** Audience signals are suggestions, not specific targets, so Google’s AI will consider your suggestions when targeting, but may still include things outside of that audience. Google’s best practice is to put all your audiences together under one asset group, but we should put each audience under different asset groups so we can see which audience is performing best.

 

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