Performance Max vs Search Campaigns: Which One Should You Run in 2026?

Performance Max vs Search comes down to control versus reach. Search campaigns match ads to keywords you choose on Google Search, while Performance Max uses your goals, assets and signals to find conversions across Search, Shopping, YouTube, Display, Discover, Gmail and Maps. Many advertisers with reliable conversion tracking run both, with Search protecting brand and proven exact match terms.

The harder question is what happens when both campaigns can serve the same search. Google has a written priority order, a list of exceptions that break it and, in September 2026, a migration that changes how some Search keywords rank against Performance Max (PMax).

This guide covers the decision, the priority rules, controls, bidding, budget and testing, and links to our deeper PMax guides instead of repeating them. Last verified: September 16, 2026, against Google Ads Help, the Google Ads and Commerce blog and the Google Ads API documentation.

Key takeaways

• Choose Search when budget, conversion data or lead quality tracking is thin, PMax when you have a healthy feed, real creative and trustworthy conversion values, and both in most mature accounts.
• An eligible exact match Search keyword identical to the query, including spell corrections, is preferred over PMax. Identical phrase or broad keywords tie with identical search themes, and Ad Rank decides.
• Priority only applies when the Search keyword can serve. Budget limits, targeting mismatches and AI Mode or AI Overviews searches can all let PMax in.
• AI Max for Search competes with PMax on Ad Rank. After the September 2026 upgrade from campaign-level broad match, add exact match copies of key terms.
• PMax now has a search terms report, campaign negatives up to 10,000, negative keyword lists and channel reporting. “Black box” advice is out of date.
• Test instead of guessing: a PMax uplift experiment shows what PMax adds on top of Search.

What is the difference between Performance Max and Search campaigns?

Search campaigns show text ads on Google Search for keywords you choose, with match types, negatives and bids under your control. Performance Max is a goal-based campaign that uses your assets, product feed, audience signals and optional search themes to serve ads across every Google Ads channel from one campaign, with Smart Bidding deciding where the money goes.

Keywords versus goals and signals

In Search, the keyword is the unit of control: you pick the term, match type and ad. Google’s Performance Max overview describes PMax as a complement to keyword-based Search campaigns, not a replacement.

PMax has no keywords. It works from asset groups, audience signals and up to 50 search themes per asset group, and Smart Bidding chooses the auctions. Search themes are hints, but they carry priority rules, as you will see below.

Where can each campaign show ads?

A Search campaign serves on Google Search and, if you opt in, Search partners. PMax can serve on Google Search, Display, YouTube, Discover, Maps, Gmail and Search partners, the channels listed in its channel performance report. Text and Shopping ads from Search, Shopping and PMax can also appear in AI Overviews, in English in 12 countries including the US as of September 2026.

Where does AI Max fit?

AI Max for Search is not a new campaign type. It is a setting inside a Search campaign that adds search term matching (broad match plus keywordless technology), text customization and final URL expansion, with brand, location and URL controls. It sits between classic Search and PMax. For every other campaign type, see our guide to Google Ads campaign types.

Performance Max vs Search campaigns: side-by-side comparison

Search gives you keyword-level control, more bid strategies and clear query reporting, but it only reaches Google Search. Performance Max trades some of that control for reach across every Google channel and feed-based Shopping ads, and it now offers search terms, negatives and channel reports. The table compares both as they work in September 2026.

Search pros: precise control of queries, ads and landing pages, exact match priority and Target impression share. Search cons: Search inventory only, and it misses queries you never thought of unless you use broad match or AI Max.

PMax pros: one budget across every channel, feed-based Shopping ads and reach into queries you would not target by hand. PMax cons: two bid strategies, less granular reporting, brand leakage unless excluded and heavy creative needs.

Should I use Performance Max or Search? A decision table

Use Search if you have a small budget, thin conversion data, lead quality problems or brand terms to protect. Use Performance Max if you sell products from a healthy feed and track conversion value well. Use both when you can fund and measure each, and run an experiment when you cannot tell whether PMax adds sales.

Google publishes no minimum budget or conversion count for PMax. Figures such as 30 or 50 conversions a month in other guides are agency rules of thumb. Former Googler Jyll Saskin Gales, for example, recommends staying with Search under $50 a day and moving to PMax only with full-funnel conversion tracking and real image and video assets.

Which campaign wins when Performance Max and Search match the same search?

Google checks four tiers in order. An eligible exact match Search keyword identical to the query wins first. Next come identical phrase or broad keywords and identical PMax search themes, which tie and go to Ad Rank. After that, Google’s AI keeps the most relevant ad groups and asset groups, and the highest Ad Rank serves.

Tier 1: exact match and spell-corrected queries

Google’s page on how PMax and Search interact says a Search keyword that exactly matches the query, or matches it after spell correction, is preferred over PMax. The query plumbrs goes to exact match [plumbers], not to a broad keyword spelled plumbrs. Google’s keyword prioritization page adds that plurals and synonyms are not identical, so add those variants as their own exact keywords.

Tier 2: phrase match, broad match and search themes

Search themes are prioritized like phrase and broad keywords. An identical theme beats a non-identical Search keyword, and an identical theme against an identical phrase or broad keyword goes to Ad Rank, a tie-break Google Ads Liaison Ginny Marvin set out in a 2024 Search Engine Journal guide. Themes that copy your phrase keywords word for word can hand those identical queries to Ad Rank, so use themes mainly for gaps.

Tiers 3 and 4: relevance, then Ad Rank

If nothing is identical, Google’s AI weighs query meaning, the ad group’s other keywords and the landing page, and the highest Ad Rank among the survivors serves.

Why is Performance Max still showing for my exact match keyword?

Priority only applies when the Search keyword can actually serve. If the Search campaign is limited by budget, excludes the user through location, audience or IP targeting, has disapproved ads or a low search volume keyword, or the search happens in AI Mode, AI Overviews or Lens, PMax can take the query even when you have an exact match keyword.

Optmyzr’s overlap study traced real overlap to location, ad schedule, audience exclusions and budget. In the accounts we manage, budget limits are the first thing we check.

How do you confirm overlap in your own account?

1. Open the PMax search terms report and segment by ad format to separate Shopping from text ads.
2. Export the text ad terms and match them against your Search keywords and search terms.
3. Run the eligibility checks above for every overlapping query.
4. Move high-value queries you want to control into Search as exact match.
5. Add irrelevant queries as negatives, in PMax or at account level.

If the problem is bigger than overlap, work through our guide on why Performance Max is not performing.

How does AI Max for Search change the Performance Max vs Search comparison?

AI Max makes Search behave more like PMax on Google Search. Google says that when a query is eligible in both an AI Max campaign and PMax, the higher Ad Rank serves, as with broad match. Identical exact match keywords still get first priority, which is why exact match copies matter after the September 2026 upgrade.

AI Max vs Performance Max: Ad Rank decides

Google’s AI Max FAQ says that when both are eligible, the higher Ad Rank serves, just as broad match does against PMax. Negatives are still respected, search term matching does not work with Manual CPC, and pinned RSA assets are ignored when text customization and final URL expansion are both on.

AI Max also adds controls to Search: brand inclusions (which PMax does not offer), locations of interest per ad group, and URL inclusions and exclusions. Its search terms report labels AI Max as a match type with a source column, and Google’s AI Max reporting guide suggests waiting at least two weeks after enabling it before making changes.

What does the September 2026 broad match upgrade change?

Under the old campaign-level broad match setting, Google prioritized each keyword as if both a broad and an exact version existed. Those campaigns move to AI Max automatically from September 1 to 30, 2026, and new ones have been blocked since August 3, 2026, per the Google Ads Developer Blog migration timeline. After the move, Google says broad keywords are not treated as exact match for prioritization, so they lose Tier 1 status and PMax can win some of those queries on Ad Rank.

1. List campaigns that used campaign-level broad match or show an AI Max upgrade notice.
2. Pull the keywords and search terms that drove most conversions over the last 90 days.
3. Add exact match copies of those terms. Our keyword wrapper tool formats a list into exact match for Google Ads Editor.
4. Recheck brand and URL exclusions inside the AI Max settings.
5. Wait at least two weeks, then compare the AI Max and PMax search terms reports.

What do the numbers say about AI Max?

Google’s May 2025 launch post claimed advertisers typically see 14% more conversions or conversion value at a similar CPA or ROAS, and 27% for non-retail campaigns still mostly on exact and phrase keywords, based on Google internal data. Independent data is more mixed: Smarter Ecommerce (smec) analyzed 250+ Search campaigns with AI Max from a pool of 600+ accounts and found a median 13% more conversion value, but the incremental conversions cost a median 16% more. The median ROAS difference was 0%, ranging from 42% above to 35% below the rest of the campaign.

Dynamic Search Ads auto-migrate in February 2027: AI Max or PMax?

Google moved the DSA auto-upgrade to February 2027 in a June 11, 2026 update, after first planning September 2026. The Google Ads Developer Blog post of June 11, 2026 says the ability to create DSAs is removed in January 2027 and automigration begins in February 2027. Google’s August timeline adds a January 15, 2027 reminder and a February 1 to 28, 2027 window. The Google blog post says the full AI Max suite averages 7% more conversions or value than search term matching alone, for non-retail advertisers.

If your DSA traffic is long-tail Search demand, upgrade to AI Max and keep URL and brand controls. If that budget exists to find new customers anywhere, run a PMax upgrade experiment first.

Does Performance Max cannibalize Search campaigns?

Overlap is common, but the two best-known studies disagree on what it costs. Optmyzr found no significant conversion rate difference on most overlapping keywords, while Adalysis found Search earned higher conversion value on about 85% of overlapping terms in non-retail campaigns. Both support the same action: keep proven terms eligible in Search and measure overlap in your own account.

Why do the two overlap studies disagree?

• Different samples. Adalysis looked only at non-retail PMax campaigns; Optmyzr does not describe its sample as limited that way.
• Different scoring. Optmyzr put gaps under 10% into a “no significant difference” bucket, which absorbed most cases. Adalysis reports which campaign did better on each term.
• Different periods. Adalysis published in December 2024 and Optmyzr used February 2025 data, both before PMax gained negative keyword lists and full search terms reporting.

The fair reading: Search rarely did worse on shared queries in either study, so proven terms belong in Search. Optmyzr’s named causes of overlap (targeting, schedules, budget) are fixable, so the first answer is setup discipline, not switching PMax off.

What can you control in Performance Max vs Search in 2026?

Search still gives you more direct control: keywords, match types, ad-level copy, portfolio bidding and brand inclusions. The gap closed a lot in 2025, though. PMax now supports campaign-level negative keywords and lists, brand exclusions, search themes, device and age targeting and a search terms report, while network opt-outs remain in a limited alpha.

Sources: Google’s August 2025 PMax controls update, the negative keyword impact preview page and PPC Land’s July 2026 report on the network opt-out alpha, where Google gave no timeline for wider release.

How do you stop Performance Max showing ads for your brand keyword?

Google’s PMax FAQ lists three options: account-level negatives, campaign-level negatives or campaign-level brand exclusions. PMax brand exclusions cover Search, Shopping and YouTube search inventory, with an option to keep Shopping ads on excluded brands. Brand inclusions are Search only, and exclusions win when both apply.

For setup steps and trade-offs, see our Performance Max brand exclusions setup guide. For the brand campaign itself, read branded vs non-branded search.

Can you add negative keywords to Performance Max now?

Yes. Google announced campaign-level PMax negatives in January 2025, the limit rose from 100 to 10,000 per campaign in March 2025, and lists followed in August 2025. PMax negatives apply to Search and Shopping inventory only, and account-level negatives cover all Search and Shopping inventory, PMax included.

In a Search Engine Journal article, Marvin wrote that very large negative keyword lists can hurt PMax performance and that account-level negatives added for brand suitability already apply to PMax. Our Performance Max negative keywords strategy covers what to add and what to leave alone.

How is reporting different between Performance Max and Search?

Search reports at keyword, ad and search term level, so you can trace every click. PMax now has a search terms report with data back to March 2023, a channel performance report for dates from June 2025 and API channel data, but it still reports by campaign and asset group, and neither type separates ads shown in AI Overviews.

What is in the PMax search terms report?

The PMax search terms report shows terms with ad format (Shopping or text) and landing page, and lets you block terms as negatives. Store visit and store sales conversions are not included. Google announced full search terms reporting on April 30, 2025, and Google Ads API v21 added campaign_search_term_view in August 2025 for pulling PMax terms at scale.

What does “Search” mean in the channel performance report?

The channel report, under Campaigns, then Insights and reports, splits PMax results across Google Search, Display, YouTube, Discover, Maps, Gmail and Search partners. Shopping ads sit inside the Search channel, as smec’s channel report review points out, so use the “ads using product data” segment before comparing PMax Search results with a Search campaign.

The Help page gives June 6, 2025 as the earliest interface date, while the January 2026 API announcement says v23 returns real channel values for PMax, instead of MIXED, for data from June 1, 2025. Asset group level channel reporting is API only.

What changed in PMax visibility from 2025 to 2026?

The September 2025 row comes from Google’s channel reporting update. One gap remains for both types: there is no segmented reporting for ads inside AI Overviews.

How do bidding options differ between Performance Max and Search?

PMax can only use Maximize conversions with an optional target CPA, or Maximize conversion value with an optional target ROAS, and it cannot join portfolio strategies. Search also offers Manual CPC, Maximize clicks and Target impression share, which is why brand defense and low-data campaigns usually stay in Search while PMax needs reliable conversion data.

Google’s API guide to creating PMax campaigns confirms the two strategies, no portfolio support and Google’s advice to use fewer campaigns with more asset groups. Search can use Target impression share for top, absolute top or anywhere on the page, which suits brand terms. Set targets from your margins: our break-even ROAS calculator gives the floor for target ROAS in both.

What changed for target-based bidding on August 17, 2026?

Budget-limited campaigns using target CPA or target ROAS now aim closer to the target you set instead of beating it, across Search, Shopping, PMax and other types. In Google’s example, a campaign hitting a $5 CPA on a $10 target moves toward $10. Any before and after comparison spanning that date can show a change unrelated to campaign type.

Smart Bidding Exploration and journey-aware bidding

At Google Marketing Live 2026, Google said Smart Bidding Exploration averages 27% more unique converting users in Search, with a beta announced for PMax campaigns with product feeds and for Shopping. Journey-aware bidding, in beta for Search target CPA, learns from both biddable and non-biddable goals across the lead-to-sale journey.

How should you split budget between Performance Max and Search?

Fund Search first where it has a clear job: brand terms and proven exact match keywords, with enough budget that they are not limited, because keywords in budget-limited campaigns cannot always serve, which lets PMax take those queries. Then give PMax enough budget to spend at your target, and move money based on incremental results rather than a fixed percentage.

Google publishes no recommended split. The 60/40 or 70/30 splits in some guides are opinions without published data, and the right answer changes with your feed, margins and demand. A sequence works better than a ratio:

1. Set your economics. Work out break-even ROAS or maximum CPA as the floor for both campaigns.
2. Size brand demand. Brand Search is capped by how many people search your name, so fund that demand and no more.
3. Fund proven exact match terms. Keep them out of “Limited by budget” so they stay eligible for Tier 1 priority.
4. Give PMax the remainder. Make sure it can spend at its target. Our Google Ads budget calculator estimates what your goals need.
5. Use campaign total budgets for fixed periods. They work for Search, Shopping and PMax, and Google reports a 66% average reduction in manual budget adjustments compared with daily budgets.
6. Reallocate monthly on incremental results. Use experiment readouts first and the ROAS calculator for the blended check.

One constraint: AI Max experiments do not work with shared budgets or portfolio bidding, so avoid both on Search campaigns you may test.

How do you run Performance Max and Search together without conflicts?

Running both is the norm: Optmyzr found 82% of advertisers in its 2024 PMax data ran it alongside other campaign types. The setup that works keeps a brand Search campaign, exact match coverage of proven terms, PMax with brand exclusions, matching targeting and a weekly review of PMax search terms.

For the full build list, including assets, feed and tracking, use our PMax checklist. Running both is a mistake when the budget cannot fund both (Search slips into budget limits and cannot always serve), when conversion tracking is weak, when lead quality is unmeasured, or when you lack real creative, which Saskin Gales warns turns PMax into a glorified Search campaign.

Performance Max or Search for ecommerce?

For most ecommerce stores with a healthy Merchant Center feed, Performance Max should carry product and prospecting traffic while Search protects brand and high-intent exact terms. If you want AI on Shopping without YouTube and Display, Standard Shopping with AI Max for Shopping, announced April 30, 2026, is now a real alternative to PMax.

AI Max for Shopping adds text customization, final URL expansion and optimal format selection to Standard Shopping with a one-click upgrade, while keeping your product targeting controls and bidding flexibility. PMax remains the cross-channel option.

Watch brand traffic. Branded queries often convert better than non-brand ones, so PMax serving on your name can report a ROAS that partly reflects demand you already had. Brand exclusions limit this.

Feed and structure decide most retail PMax results. Start with Performance Max feed optimization, then our guide to PMax asset group structure for ecommerce. For an example, see how ArmorGarage reached 1500% ROAS using Performance Max. If you want a team to run it, our ecommerce PPC management services cover feed, PMax and Search together.

Performance Max or Search for lead generation?

Most lead generation accounts should start with Search, because keywords control intent and PMax cannot judge lead quality from form fills alone. Add PMax once you import qualified or converted lead data so Smart Bidding optimizes toward real sales, protect brand terms with exclusions, and prove the value with an uplift experiment before scaling.

Google’s PMax lead generation best practices recommend optimizing to deeper goals such as Qualified Lead or Converted Lead, note that lead-specific goals get enhanced protections against invalid lead activity, and suggest brand exclusions. Saskin Gales warns that without full-funnel conversion tracking, PMax can find people who are good at filling out forms, including bots, rather than customers.

• Offline conversion import or a CRM connection that reports qualified and closed leads.
• Enhanced conversions in place; our enhanced conversions setup guide walks through it.
• A deeper lead goal set as primary, not every form submit.
• Brand exclusions on the PMax campaign.
• A converting Search campaign, so an uplift test has a baseline.

For the wider playbook, read our guide to Google Ads for lead generation.

How do you test Performance Max vs Search properly?

Pick the test that matches your question. A PMax uplift experiment measures what PMax adds on top of Search. An upgrade experiment tests moving existing budget into PMax. An AI Max experiment tests AI Max inside one Search campaign. Conversion Lift measures true incrementality. Google also advises giving PMax at least six weeks before comparing results.

Sources: PMax experiment types, uplift setup, AI Max experiments, Google’s August 20, 2026 testing update, incrementality testing and Google’s PMax comparison guide. The rep requirement is reported by PPC Land, not stated on the Help page.

How to run a PMax uplift test step by step

1. Confirm PMax and Search use the same primary conversion goals and values.
2. Select the active Search campaigns PMax would run alongside.
3. Keep the default 50% split.
4. Freeze budgets, targets and brand settings during the test.
5. Run at least six weeks and read incremental conversions or value, not blended ROAS.
6. Scale PMax, restructure it, or keep the budget in Search.

Avoid before and after comparisons: seasonality, the August 17, 2026 bidding change and the September 2026 AI Max migration can all move results on their own.

What most guides get wrong about Performance Max vs Search

Several ranking guides repeat rules that were never Google’s or have since expired. The common errors are saying phrase match always beats PMax, calling PMax a black box with no negatives, treating exact match as a guarantee, quoting one overlap study as the answer and giving September 2026 as the DSA migration date.

• “Exact and phrase match both beat PMax.” Only identical exact match keywords get Tier 1; an identical phrase keyword ties with an identical search theme. Google’s own pages word the rule differently, so plan around the four-tier model on its prioritization page.
• “Exact match guarantees Search wins.” Only when the keyword is eligible, and Google lists several exceptions.
• “PMax has no campaign-level negatives or search terms.” Out of date since 2025.
• “Search wins 84% of the time.” That is one non-retail study. Optmyzr’s study of 500+ accounts found no significant difference on most overlapping terms.
• “DSA migrates in September 2026.” Google moved DSA to February 2027. Campaign-level broad match and automatically created assets are the ones moving now.
• “Upgraded broad keywords keep exact match priority.” They do not after the AI Max upgrade.
• “You need X conversions or a 60/40 split.” Google publishes neither. Treat these numbers as opinions and test your own account.

Shopping and Performance Max results can only be as good as the Merchant Center feed behind them. Read next: our custom labels by margin tier and product feed optimization guide.

Frequently asked questions

These answers cover the questions advertisers ask most about Performance Max vs Search, drawn from Google Ads Community threads and the topics Google’s own help pages address. Each answer stands on its own, and the sections above hold the detail and sources behind every point.

Is Performance Max better than Search campaigns?

Neither is better in every account. Search is usually better for brand terms, lead gen, small budgets and tight control, while PMax is usually better for ecommerce with a strong feed and good conversion values. Most mature accounts run both and test what PMax adds with an uplift experiment.

Can I run Performance Max and Search campaigns in the same account?

Yes, and most PMax advertisers do: Optmyzr found 82% ran it alongside other campaign types in 2024. Google designed PMax to complement keyword-based Search campaigns, and its priority rules decide which one serves a given query. Keep brand and proven terms in Search as exact match, add brand exclusions to PMax, and align targeting so Search stays eligible.

Does Performance Max take priority over Search for the same keyword?

No. An eligible Search keyword in exact match that is identical to the query, including spell corrections, is preferred over PMax. If nothing is identical, relevance and then Ad Rank decide, which can favor PMax.

Does a phrase or broad match keyword beat Performance Max?

Only when the keyword is identical to the query. An identical phrase or broad keyword beats non-identical search themes, but if a PMax search theme is also identical, the two tie and Ad Rank decides. A phrase or broad keyword that is not identical has no priority over PMax.

Why does Performance Max show for my exact match keywords?

Usually because the Search keyword was not eligible at that moment. Common causes are a budget-limited Search campaign, different location, schedule or audience settings, disapproved ads and low search volume status. Searches in AI Mode, AI Overviews and Lens can also fall outside the normal preferences.

Does Performance Max cannibalize branded Search?

It can, when brand keywords are not eligible or brand queries are not identical to your keywords. Google lists three fixes: account-level negatives, campaign-level negatives or campaign-level brand exclusions in PMax. Brand exclusions let you keep Shopping ads on brand terms if you want them.

Can I add negative keywords to Performance Max in 2026?

Yes. PMax supports campaign-level negatives up to 10,000 per campaign, negative keyword lists and account-level negatives, applied to Search and Shopping inventory only. You can also see which queries triggered ads in the PMax search terms report, with data from March 2023.

Is AI Max the same as Performance Max?

No. AI Max is a setting inside a Search campaign that adds search term matching, text customization and final URL expansion. Performance Max is a separate campaign type that serves across Search, Shopping, YouTube, Display, Discover, Gmail and Maps.

If I use AI Max and Performance Max together, which one serves?

When a query is eligible in both, the one with the higher Ad Rank serves, the same as broad match against PMax. Exact match keywords identical to the query still keep first priority, so add exact copies of your most valuable terms.

Will the September 2026 AI Max upgrade change my keyword priority?

Yes, if you used the campaign-level broad match setting. Under that setting, keywords were prioritized as if exact versions existed, but after the upgrade to AI Max they are not. Google’s advice is to add exact match copies of the keywords you want to keep priority on.

Should lead gen businesses use Performance Max?

Only once lead quality is measured. Google recommends optimizing PMax toward deeper goals such as Qualified Lead or Converted Lead and adding brand exclusions. Without offline conversion data, Search is usually the safer starting point because you control intent keyword by keyword.

How long should I test Performance Max vs Search before deciding?

Google’s API guidance says to let PMax run at least six weeks before comparing it with existing campaigns. For AI Max, Google suggests waiting at least two weeks before making changes.

Can I turn off Search partners or Display in Performance Max?

Not for most advertisers yet. PPC Land reported in July 2026 that these opt-outs are in an alpha with a limited group, with no timeline for wider release. If you need Shopping without Display or YouTube today, consider Standard Shopping with AI Max for Shopping.

Want a second opinion on your Performance Max and Search setup?

If PMax and Search are competing in your account, or you are unsure which campaign deserves the next dollar, an outside review saves weeks of guessing. Our free $500 audit reviews keyword priority gaps, brand leakage, search term overlap, bidding targets and whether your current tests can actually answer the question.

Hustle Marketers is a Google Partner agency that has managed $90M+ in ad spend. Our Google Ads agency team runs PMax and Search side by side, and our PPC management services are month to month, with you owning your accounts. Comparing options? See what to look for in the best Performance Max agencies, or request your free $500 audit.

About the author: Ishant Sharma is a Google Ads, Microsoft Ads and SEO specialist who has worked in digital marketing since 2013, and the founder of Hustle Marketers, a Google Partner agency. Over that time he has worked with Shopify and custom ecommerce stores, lead generation businesses and marketing agencies, and his agency has worked with more than 2,500 brands. He plans how Performance Max and Search campaigns share budget and queries in the accounts his team manages.