Meta Advantage+ and Google Performance Max on a tiny budget: switch the right bits on, keep the claims human

By Jason Sibley

Google and Meta nudge small advertisers towards automated campaigns. If you've got no ad specialist and little time, that's tempting. The catch is that these campaigns can write and publish words on your behalf that you've never read. This guide covers which parts to switch on and how to keep control of what your business says.

There's no promise of results. I've left out budget and return figures because they depend entirely on your business.

What these campaigns do

Google Ads Help describes Performance Max as a goal-based campaign type that gives you access to all Google Ads inventory from one campaign. That includes:

• YouTube
• Display
• Search
• Discover
• Gmail
• Maps

You provide the assets (text, images and videos), any data feeds and your bidding goals. Google's AI combines them and optimises. You set the daily spend target and brand safety