PMax’s “Other Search Terms”: Where 60% of Our Conversions Were Hiding

PPC with YRV Dynamics: the Google Ads Experts · Oct 1, 2026 · 12m

Why would a PMax campaign’s “Other search terms” bucket deliver some of its most efficient conversions?

In this episode of PPC with YRV Dynamics, Yousaf Yunes shares a surprising discovery from a franchise account with approximately 50 locations. Before replacing a successful Performance Max campaign with a traditional Search campaign, he investigated where its results were coming from.

Approximately 85% of the campaign’s spend was going toward Search. Its overall cost per conversion was roughly $40–$45, compared with a typical benchmark of around $80. But the biggest surprise was inside…