ScreverStrategic Analysis: Shift from a Siloed to an Integrated Search + Performance Max Model
In 2024, the Google Ads strategy was built around separate campaign types, with Display used for reach and Search used for intent capture. While this structure delivered low-cost conversions through Display, Search remained relatively expensive and the setup offered limited room for efficient scaling.
In 2025, the strategy shifted to an integrated Performance Max + Search model. The objective was to improve scalability, strengthen Search efficiency, and increase total conversion volume through a broader and more automated campaign structure.
Channel-Level Efficiency
2024
- Google Display: 0.65 CHF cost/conv., 21.08% conv. rate
- Google Search: 3.61 CHF cost/conv., 20.1% conv. rate
2025
- Performance Max: 1.03 CHF cost/conv., 27.1% conv. rate
- Google Search: 1.26 CHF cost/conv., 73.3% conv. rate
Key Findings
1. Search performance improved
The strongest result in 2025 was the improvement in Search performance. Search conversion rate increased from 20.1% to 73.3%, while cost per conversion declined from 3.61 CHF to 1.26 CHF.
This was the clearest performance improvement observed in the 2025 setup.
2. Historical conversion data reduced implementation risk
The account already contained historical conversion data, which meant the 2025 Performance Max setup was built on existing machine-learning signals rather than launched in a cold-start environment.
This is an important methodological point. The result should be understood as the outcome of a strategic shift within a mature account, rather than the isolated effect of launching Performance Max.
3. The 2025 model delivered greater scale and better account-level efficiency
Total investment increased by 79.8%, while total conversions rose from 12,802 to 16,630, equivalent to +29.9%. At the same time, blended cost per conversion decreased from 2.13 CHF to 1.14 CHF.
The 2025 structure, therefore, generated more conversions while improving overall account-level efficiency.
4. Performance Max was not cheaper than 2024 Display, but contributed positively within the integrated setup
Performance Max delivered a 27.1% conversion rate at 1.03 CHF cost per conversion, compared with 21.08% and 0.65 CHF for Display in 2024.
This means Performance Max outperformed 2024 Display on conversion rate, but not on cost per conversion. Its contribution should therefore not be presented as a like-for-like efficiency improvement versus legacy Display. Its value is better understood in the context of the broader 2025 structure, where it operated alongside a much stronger Search campaign and supported improved overall account performance.
Role of Standalone Display in the Revised Strategy
Standalone Display had previously delivered low-cost conversions, but within the 2025 setup, it no longer represented the most efficient use of budget relative to Performance Max.
Given the substantially stronger Search results and the improved blended efficiency of the integrated model, concentrating investment in Performance Max + Search was the more effective strategic direction for the account.
Control Measures
To reduce overlap and improve the interpretation of channel contribution, brand exclusions were implemented in Performance Max. This was intended to limit the risk of branded Search demand being absorbed by PMax and to preserve a clearer view of Search performance.
While this does not fully isolate incrementality, it reduces one important source of overlap in the account structure.
Conclusion
The 2025 shift from a siloed Display + Search model to an integrated Performance Max + Search setup produced stronger overall results.
Compared with 2024, the account delivered:
- higher conversion volume,
- significantly stronger Search efficiency,
- and lower blended cost per conversion.
The most visible improvement was the gain in Search performance, within an account structure that also delivered better overall efficiency than the previous model.
Search does not automatically improve because Performance Max is added, but in a well-structured account, it can benefit from a stronger overall campaign ecosystem.
Do not ask whether Performance Max should replace Search or Display.
Many should reassess whether legacy Display still deserves the same role in the media mix.
Performance Max is worth testing when the account has a solid conversion history, strong inputs, and active strategic management.
The real question is whether your account is structured to scale efficiently.
