After managing crores in ad spend, here is our honest playbook for where your next rupee should go.
Google loves to push Performance Max on every account — and it can work beautifully. But for most small and mid-sized Indian businesses, the answer is more nuanced.
The case for Search first
Search campaigns capture existing demand with surgical precision. If people are already searching for what you sell, exact and phrase match keywords with tight ad copy will almost always deliver the cheapest qualified leads you can buy.
When Performance Max shines
Once you have 30+ conversions a month feeding the algorithm, strong creative assets and clean conversion tracking, Performance Max can unlock inventory you would never reach manually — especially for e-commerce.
Our recommended sequence
Start with high-intent Search. Layer remarketing. Graduate to Performance Max only when your data foundation is solid. Most accounts that skip this sequence burn 30–40% of budget learning what a simpler structure would have told them for free.