One of the biggest differences between a Performance Max and standard Search Ad campaigns is that Performance Max does not leverage keywords. Instead, it uses a slightly different tactic to get your ads in front of relevant audiences–Search Themes. Simply put, Search Themes are signals that provide valuable information about the people you want to reach, which helps guide who sees your ads on Google Search, YouTube, and more. With Search Themes, you are giving the system terms and phrases (similar to keywords) that help it to learn and understand the best audiences to deliver your ads to.
Let’s say you want to reach your target audience with these ads. To help guide Google’s ad delivery system toward that audience, you would use key Search Themes related to their needs and interests. These Search Themes help the system show ads to people who are actively searching for relevant information or engaging with related content online. For example, if a user's query matches your search theme, then Google will identify them as a high-intent user for your ad. Once this has been identified, Google will place your ad in front of the user depending on where they are searching, whether that be on search, YouTube, or even Google Maps.
Performance Max campaigns rely heavily on Google’s machine learning artificial intelligence, meaning that your campaign gets smarter over time as it compiles more data on your ideal audience. Performance Max campaigns’ ability to learn and optimize over time is a massive value add for anyone running ads on Google, because it means that your results will only continue to improve.
Another key benefit of Search Themes is their flexibility. While traditional keyword lists give you valuable control over specific search terms, Search Themes add another layer of flexibility to help your ads adapt as language and search habits change. This flexibility helps your ads stay competitive in a constantly changing digital landscape—especially important when reaching women facing time-sensitive and emotionally charged decisions. By staying broad yet strategic, Search Themes allow your campaign to adapt to the evolving language and search behavior of your target audience.
It’s also important to note that Search Themes work best when paired with strong creative assets. Your headlines, descriptions, and visual elements must align with your campaign goals and speak clearly to the needs and emotions of your audience. When your messaging is paired with targeted Search Themes, it creates a powerful synergy that increases the chances of reaching the right audience at the right moment–leading them to hope, help, and real options.
In short, Search Themes are a vital part of any Performance Max strategy for pregnancy centers. They help Google understand who you’re trying to reach, and when paired with compelling messaging and strong calls to action, they ensure your center shows up when it matters most. By leveraging Search Themes effectively, you’re not just running ads—you’re reaching hearts and changing lives.