Max vs Search Ads for Tradies | What Works Best in 2026

PMax vs Search Ads: New Data That Shows What Works Best in 2026

For tradies and service businesses, paid ads have become one of the most reliable ways to bring in new enquiries. But with Google shifting heavily towards automation and AI-led campaigns, many business owners are wondering whether to focus more on Performance Max or stick with traditional Search ads.

The truth is that both can work extremely well for tradies, but they perform differently depending on the type of jobs you want, the urgency of your service and the kind of customers you’re trying to reach. In 2026, the biggest difference is how each campaign type handles intent and discovery and understanding that difference is key to choosing the right approach.

Here’s what matters most this year.

Why PMax Has Become More Popular for Tradies

Performance Max uses Google’s AI to show your ads everywhere your customers might be browsing — Search, YouTube, Maps, Gmail and even websites across the internet. For tradies this can be incredibly useful, especially when:

• Customers are researching before they need you
• You want to reach people planning non-urgent jobs
• You offer a range of services with different price points
• You want Google to find new audiences you may not have targeted

PMax is great at demand generation. It picks up customers who haven’t searched “plumber near me” yet but are watching renovation videos, visiting competitor sites or reading home improvement content.

If your goal is steady enquiry flow, PMax is a powerful tool in 2026.

Why Search Ads Still Win for Urgent, High-Intent Jobs

For many tradies, traditional Search ads remain the best way to capture customers who need someone now. If a customer types:

• “emergency electrician”
• “blocked drain 24/7”
• “roof leak repair fast”

They are ready to call. No algorithm needs to identify intent — the user has already shown it.

Search ads work best for:

• Urgent jobs
• Local callouts
• High-intent keywords
• Specific services
• Customers who need immediate action

Search gives complete control over the keywords you target, the suburbs you serve and the message you show. That level of control still matters in 2026, especially in competitive trades where every click counts.

Which Campaign Type Should Tradies Prioritise in 2026?

Choose PMax if:

• You want more volume over time
• You offer non-urgent services
• You have photos, video or strong creative assets
• You want Google to find new customers you may not have considered

Choose Search if:

• You focus on emergency or time-sensitive work
• You want tight control over keywords and spend
• You need predictable, immediate leads

Choose both if:

• You want consistent daily jobs and long-term demand
• You want to increase your total lead pool
• You want smarter performance with AI efficiency

This hybrid approach is now the top-performing strategy for tradie businesses across ANZ.

The Best Ads in 2026 Use AI and Intent Together

Google has moved into an AI-first advertising world, but intent remains king for tradies. The highest-performing businesses in 2026 are not choosing between PMax and Search — they are using both to balance growth and control.

Think of it like your tools: one is for precision, the other is for power. Together, they get better results.