How do PMax and remarketing improve branded search results?
How campaign types work together
PMax and remarketing campaigns work together to keep your property top-of-mind for visitors who have already shown interest — especially for branded searches.
Performance Max (PMax)
- Runs across all Google channels — Search, Display, YouTube, Maps, Gmail, and Discover
- Uses machine learning to find the best moments to show your ads
- Captures intent signals across the full Google ecosystem
- Boosts branded search by maintaining presence across channels, which lifts organic branded CTR
Remarketing
- Targets users who visited your website but didn’t book
- Re-engages them with ads as they browse other sites or use Google
- Typically delivers higher ROAS than prospecting campaigns because intent is already established
The combined effect
When a traveller searches your hotel by name after seeing your PMax or remarketing ads, they are more likely to click your direct booking link rather than an OTA — reducing commission costs and improving profitability.