Running two Performance Max campaigns one with a feed and one without seems like a smart way to cover more ground. But if you’re not careful, you can end up cannibalizing your own traffic or muddying intent signals.

Here’s how to think about search themes across these two PMax campaign types, and how to keep them working with each other instead of against.

Should You Add Search Themes to Both?

Short answer: Yes.
Real answer: Yes—but for different reasons.

Performance Max + Shopping Feed

If your campaign is product-feed-based, search themes aren’t mandatory. Google can already match queries to your product data. But you might want to use them in the following cases:

  • Your titles or descriptions are thin
  • You’re launching new SKUs
  • You want to push long-tail or niche queries

…then adding search themes can help nudge Google in the right direction.

No-Feed PMax (Asset Group–based)

Here, search themes are the backbone. There’s no product feed to lean on, so Google uses your themes, audience signals, and creative to piece together intent. If you’re not using them, you’re basically flying blind.

Should the Search Themes Be Different?

Definitely. Don’t copy-paste your feed campaign themes into the no-feed one.

  • Feed campaign: Think transactional.
    buy [product name] online, [product type] on sale, cheap [product]
  • No-feed campaign: Go broader. This is discovery territory.
    best [product] for [use case], [category] ideas for [season], [product] inspiration

Treat one like a product catalog and the other like a lookbook.

Will They Compete?

A bit. But it’s manageable.

Google prefers feed-based PMax for commercial queries because it can show Shopping ads. If both campaigns are eligible, the Shopping one usually wins.

But no-feed can still show up when:

  • The product feed doesn’t match the query
  • The user is earlier in the funnel
  • The creative performs better – This campaign will utilize more Search + Display traffic

Overlap isn’t inherently bad, but it can dilute spend and muddy attribution. Keep an eye on it.

What We Recommend

  1. Don’t duplicate themes across campaigns
  2. Use purchase-ready themes in the feed campaign
  3. Use broader, mid-funnel themes in the no-feed campaign
  4. Layer in audience signals to help guide performance
  5. Check “Search Term Insights” regularly to monitor cannibalization (Set a monthly audit reminder if necessary)

If you’re running both campaign types and seeing weird overlap or one campaign tanking the other, you’re not alone. This setup can work—if you treat the campaigns differently and understand the role search themes play in how traffic gets routed.

Need help differentiating themes? Send us your PMax campaign product category and we’ll take a look.

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