How to Find Hidden Gold in Your Performance Max Campaigns

Let me show you something that has doubled (and in some cases tripled) return on ad spend (ROAS) for ecommerce brands running Performance Max and Search campaigns together.

It’s a simple workflow using AI, and it will show you all the search terms that convert inside Performance Max, but that you’re not yet targeting in your Search campaigns.

If you’ve ever wondered how to squeeze more profit out of Google Ads without increasing spend, this is it.

Why This Works

Performance Max (PMax) is a jack of all trades. It’s great at running ads across multiple placements — Shopping, Display, YouTube, and yes, Search — but it’s not a master of any of them.

What it is good at, though, is discovery.

It will often uncover profitable search terms that you never knew existed.

But here’s the catch: PMax doesn’t always handle those search terms optimally. It mixes them with all the other networks, gives them generic ad copy, and you never quite get the full potential ROAS that a well-structured Search campaign can deliver.

That’s where this AI prompt comes in.

It identifies every converting search term in your PMax campaigns that isn’t currently being targeted in Search, so you can move them into their own, tightly optimised Search campaigns where they’ll perform far better.

Real-World Example

One of our ecommerce clients was running both PMax and Search.

When we checked their data, PMax was generating about 2.5x ROAS from its Search segment.

But once we extracted those converting search terms and moved them into a dedicated Search campaign, ROAS for those same keywords shot up to 6.72x.

That’s more than a 3x improvement, just by putting the right keywords in the right campaign type.

Step 1: Get Your Search Terms Report

In your Google Ads account:

1. Go into your Performance Max campaign.

2. Click Insights & Reports → Search Terms.

3. Set a generous date range — at least the past 120 days.

4. Make sure these columns are included:

• Clicks

• Impressions

• Conversions

• Cost

• Conversion Rate

• Conversion Value

If you don’t see them, click Modify Columns and add them manually.

Next, filter your report to include only search terms that have actually converted.

Set your filter to “Conversions > 0.1” (Google can record fractional conversions due to attribution).

Now you’ll have a clean list of all search terms that produced at least one conversion.

Once you have that, download the report.

I recommend downloading to Google Sheets first, deleting the first two header rows, and then exporting it as a CSV file named:

search_terms_report.csv

This small cleanup step helps the AI parse the file correctly.

Step 2: Get Your Keyword List from Search Campaigns

Now, you need a list of all the keywords you’re already targeting in your Search campaigns.

In Google Ads:

1. Click on All Campaigns.

2. Make sure both Campaign Status and Ad Group Status are set to “All”.

3. Go to Keywords → Search Keywords.

4. Download this as a Google Sheet or CSV. Again, delete the first two header rows so that the first row begins with “Ad Group,” “Currency Code,” “CPC,” “Conversions,” and so on.

Save the file as:

search_keywords_report.csv

The reason you’re doing this is because the AI prompt will deduplicate your keyword lists.
It’ll remove any search terms that already exist in your campaigns so that your keyword gap report only shows new opportunities.

Step 3: Run the AI Prompt

Once you’ve got both CSV files ready, open ChatGPT.

Attach both files:

• search_terms_report.csv

• search_keywords_report.csv

Then, paste in the full AI prompt (which you can download here).

No need to tweak or edit anything — just paste and go.

After a short wait, the AI will output a Keyword Gap Report.

Step 4: Interpret the Report

Here’s what you’ll see in the output:

• Missing Keywords: Search terms that are converting in Performance Max but completely missing from your Search campaigns.
  Action: Add these keywords into your Search campaigns.

• Not Eligible Keywords: Keywords that exist in your account but are paused or inactive (e.g., in an old ad group or campaign).
  Action: Unpause or move them into active campaigns.

This is your goldmine — all the proven, money-making keywords your Performance Max has discovered but your Search campaigns have ignored.

Step 5: Put It into Action

Now that you’ve got your keyword gap report, jump into your Search campaigns and make sure those converting terms are being targeted.

That’s how you’ll start getting that stronger ROAS you just can’t achieve with Performance Max alone.

But remember, this only works if you’re actively optimising your Search campaigns.

If you just set them up and forget them, you’re leaving money on the table.

If you’re not sure where to start, I’ve made another video that walks through my Weekly Search Optimisation Checklist. It’s the system I use to make sure every client’s campaigns stay healthy and profitable.

Watch that next and use it alongside this prompt to truly level up your Google Ads results.

A Quick Note

If you’ve been running Google Ads but feel like you’re not getting the results you should be, my team at Big Flare can help.

We’ve been managing millions in ad spend for ecommerce stores for over 12 years — and we’ve helped clients generate more than $150 million in online sales.

When you book a free audit, we’ll personally review your campaigns and show you exactly where your account can improve and where you’re leaving money on the table.

It’s completely free and no-strings-attached.
If you like what you see, we can even take over and scale your campaigns for you.

If that sounds good, click the link below and let’s make your Google Ads work harder for you.

Conclusion

To recap:

1. Download your Search Terms report from Performance Max.

2. Download your Keyword report from Search campaigns.

3. Clean up both CSVs and run them through the AI prompt.

4. Use the Keyword Gap Report to find profitable search terms that PMax discovered but you haven’t yet targeted.

5. Add those terms into new or existing Search campaigns and optimise regularly.

This workflow combines automation with human optimisation — letting Google discover what works, and you capitalising on it properly.

It’s the perfect example of how smart marketers use AI not to replace strategy, but to amplify it.

How To Write Google Ads Copy That Actually Converts

Why Headlines Matter 10x More

I have a very simple rule when writing Google Ads:

Headlines move the money.

Descriptions help, but they are the supporting cast.

In account after account, headlines carry roughly 90 percent of performance, with descriptions adding at most 10 percent. People skim. They decide to click based on what those 30 characters say and how it makes them feel.

What this means in practice:

• Spend most of your energy crafting, testing and pruning headlines.

• Think benefit first, clarity second, cleverness a distant third.

• Keep options varied. You need different headline types, not ten clones of your main keyword.

Settings And Traps To Avoid

I love control as much as the next media buyer, but there are two settings that regularly sandbag results.

Do not pin headlines

Pinning feels safe. In testing, it usually reduces click-through rate.

Let Google rotate.

When you give the system room to assemble different combinations, you get more impressions at better positions and more clicks. Pin only if you must avoid a regulatory or compliance issue.

Skip Dynamic Keyword Insertion

Dynamic Keyword Insertion sounds neat until your ad groups widen and you end up with odd phrasing that hurts performance. Unless your structure is incredibly tight, write the keywords in manually. That way the copy always reads the way you want, and it remains on brand and on message.

Keep variety high

A common mistake is spamming the same keyword across most headlines and descriptions. Include a few keyword mirrors, then branch into benefits, offers, social proof, brand-led lines and credibility markers. Varied inputs give the system better permutations and broader match to intent.

The 8 Elements That Make Ads Click And Convert

These are the building blocks I reach for each time I write or edit ad copy. Mix them through your headlines and, to a lesser extent, descriptions.

1) Keywords that mirror intent

When someone searches for “best running shoes for men”, the winning headline mirrors that intent: “Shop Men’s Running Shoes.” Simple, relevant, high intent.

Why it works: mirroring reduces cognitive friction. The user feels they are in the right place and quality score benefits via ad relevance.

Practical tip: build two or three mirror-headlines per ad group that use the main keywords naturally. Do not force grammar. Clarity beats exact-match awkwardness.

2) Calls to action that command behaviour

Tell people what to do.

Use strong verbs:

Buy, Get, Check, Learn, Look, Order, Purchase, Request, Take, Watch.

Then combine the verb with a reason to act.

Examples you can swipe:

• Shop Now and Save

• Get Free Delivery Today

• Claim Your 20% Off

• Try Risk-Free Today

• Join 10,000+ Happy Customers

• Grab The Deal Before It’s Gone

• Learn More

• Limited Offer. Act Fast.

3) Benefits over features, or a smart mix of both

Features describe what something is. Benefits describe what it does for me.

The brain buys the change in feeling.

Feature example: “Breathable mesh. Cushioned sole. Eco-friendly materials.”

Benefit example: “Stay cool, feel light, and run all day without tired feet.”

Use my favourite mini formula to combine them:

Feature, so that, Benefit.

“Built with extra cushioning, so that you can run longer without sore feet.”

Too long for a headline? Extract the benefit:

• “Comfortable For Longer Runs”

• “No More Sore Feet”

Based on my experience, emotion sells best.

People do not buy foam density.

They buy running without pain, more energy, and the confidence of looking fit. Keep copy focused on one emotional outcome per line. Trying to cram every feature and benefit into a single ad weakens the message.

4) Brand name used with intent

Put your brand name into some headlines and descriptions. It builds recognition and credibility. Better yet, pair it with the keyword or the CTA.

• “AeroStep Running Sneakers”

• “Shop AeroStep Today”

This links your name with what they want and what they should do next. Repeated exposure pairs trust to your brand and improves click-through rate.

5) Time and FOMO used responsibly

Recency builds trust. Urgency drives action. Combine them and your copy gets harder to ignore.

A simple pattern:

[Recent Proof] + [Urgency Line] = High-converting copy

Examples:

• Fashion: “3,200 dresses sold in July. Order by Sunday, get free shipping.”

• Supplements: “2,500 bottles shipped last week. Stock up now. This month’s batch is almost gone.”

• Tech: “Over 1,000 pre-orders already placed. Secure yours before the early-bird discount ends this week.”

Only use urgency when it is real. Credibility matters.

6) Social proof that lowers risk

People believe people. Use reviews, counts, ratings, media mentions and awards directly in the ad.

• “Rated 4.9 by 1,200+ Shoppers”

• “Trusted by 10,000+ Runners”

• “As Featured in Forbes”

• “AeroStep Men’s Running Shoes | 1,000 Marathon Titles in 2025”

Most brands bury social proof on their product page. Put it into your ad to reduce perceived risk before the click.

7) Offers and promotions that make deciding easy

Deals get attention and tip the scales. If you have a genuine offer, lead with it.

• “Running Sneakers 20% Off | This Weekend Only”

• “30% Off Today Only”

• “Buy One, Get One Free”

• “Free 2-Day Shipping | Online Exclusive”

Do not invent discounts. Align copy with real promos and set the ad schedule to match.

8) Credibility markers that remove doubt

Your prospect worries about regret. Credibility markers remove those doubts.

• “30-Day Money-Back Guarantee”

• “GMP Certified”

• “FDA Approved”

• “Secure Checkout”

• “UK-based Support”

Small lines, big impact. They tell the buyer that your attractive offer is also safe and reliable.

Putting It All Together With AI, The Right Way

Google does not care if you use AI. It cares about quality and relevance. AI will not replace your market understanding, but it is a brilliant assistant when you give it a clear brief.

Here is a compact framework for ChatGPT that reflects what I use on real accounts.

Run the prompt, then act like an editor. Select the best lines, polish for accuracy, and mix the eight elements above across your final set. You will end up with a high-variance pool of headlines and descriptions that the system can rotate for maximum performance.

Realistic Example Layout

To show how the pieces fit:

• Headline 1: “AeroStep Running Shoes”

• Headline 2: “Run All Day”

• Headline 3: “No More Tired Feet”

• Description: “Feel stronger and faster every run. Shop Now and Save.”

• Path fields: “running” and “mens”

That pairing mirrors intent, leads with a benefit, adds a CTA, includes brand, and keeps everything tight and readable.

My Quick Workflow For Writing Better Ads Faster

1. Draft 30 to 50 headlines using the framework above, ensuring at least one of each element type.

2. Draft 12 to 20 descriptions focused on one benefit each, with a clear CTA.

3. Remove duplicates and low-energy lines. If two headlines mean the same thing, keep the stronger one.

4. Ensure at least two keyword mirrors, three benefit headlines, one brand headline, one social proof, one offer, and one credibility marker.

5. Avoid pinning. Launch with rotation, watch combinations in the asset report, and iterate weekly.

A Short Note On How We Work At Big Flare

If you want this level of thinking applied inside your account, we do exactly this every week for clients. Everyone on my team has more than 10 years of hands-on experience. We do not put juniors on your revenue. If that sounds like what you want, you know where to find us.

Conclusion

Great Google Ads copy is a system, not a guess. Focus your energy on headlines because they carry the performance. Avoid pinning and Dynamic Keyword Insertion so the system can discover winning combinations while you keep control of tone and message. Build ads from eight elements: intent-mirroring keywords, strong CTAs, benefit-led lines, brand usage, time and FOMO, social proof, genuine offers and credibility markers. Use ChatGPT as a structured assistant by supplying clear inputs and strict rules, then edit down to the strongest lines. Keep it simple, keep it emotional, and present one clear benefit per line. Do that, and you will see more clicks from the right people and more sales at better rates.