The evidence points to a simple starting rule: launch a single Performance Max campaign and use asset groups to segment by theme or audience rather than splitting budgets across multiple campaigns. PMax is built as a consolidation tool — it runs across Search, Shopping, YouTube, Display, Discover, Gmail, and Maps at once — and it needs roughly 20–50+ conversions per month to give Google's machine learning enough signal to optimize. Splitting that volume too early dilutes the data and slows learning. Keep defaults in check: turn off Final URL expansion and text customization if you need control over landing pages and copy, and use brand exclusions to protect existing Search campaigns from cannibalization. As volume grows and distinct business units emerge, a second campaign may make sense, but the starting point is one. If you'd rather spend your time closing leads than tuning campaign structure, Worqd runs the full path from first click to booked call — paid ads, creative testing, and AI follow-up that qualifies every inquiry in under 60 seconds. Book a Growth Call and we'll find the bottleneck before we build anything.