Performance Max automates bidding and placement across Google's inventory. Lapis is the advertiser layer around it: on-brand creative, matched landing pages, and one learning loop across every channel, with you in control.
See how Lapis works
Lapis
Lapis creates the on-brand ads and matched pages Performance Max runs on, then keeps one learning loop across Google, Meta, and more, with you in control of brand, budget, and approvals.
Performance Max
Performance Max optimizes bidding and placement across Search, YouTube, Display, and more, but you hand creative and budget to a black box, with no landing pages and no view beyond Google.
Trusted by 1,500+ marketing teams including
Performance Max optimizes delivery across Google. Lapis creates the inputs, adds landing pages, and keeps transparent learning you own across channels.
Performance Max needs asset groups to run. Lapis generates complete, on-brand ad directions from your brand and product context, ready to feed into Google.
RapidDomain builds a complete, on-brand page matched to each ad and tests full-page variants, covering the part of the funnel Performance Max does not touch.
Compare runs, themes, and winners across Google, Meta, and more in one place, instead of optimizing a single platform in isolation.
Compare directional forecasts for impressions, clicks, and CTR before you spend, then let live results become the source of truth.
Build distinct messages and visuals for the segments that matter, so audience strategy is something you shape rather than hand entirely to automation.
Every ad is labeled across dimensions like angle, audience, and proof, so your learning is transparent and portable instead of locked inside one platform.
Performance Max and Lapis do different jobs. A lighter check on Lapis means Google owns that job; a lighter check on Performance Max means Google does it inside its own platform.
| Lapis | Performance Max |
|---|---|
Not included: Automated bidding and placement across Google | Included: Automated bidding and placement across Google |
Not included: Real-time in-platform optimization | Included: Real-time in-platform optimization |
Not included: Native Google first-party signal | Included: Native Google first-party signal |
Included: Generates original on-brand ad creative | Not included: Generates original on-brand ad creative |
Included: A matched landing page for every ad | Not included: A matched landing page for every ad |
Included: One learning loop across channels | Not included: One learning loop across channels |
Included: Works beyond Google (Meta, ChatGPT, and more) | Not included: Works beyond Google (Meta, ChatGPT, and more) |
Included: Performance forecasting before you spend | Not included: Performance forecasting before you spend |
Included: Audience-specific creative you control | Not included: Audience-specific creative you control |
Included: Creative tagged and scored across nine dimensions | Not included: Creative tagged and scored across nine dimensions |
Included: Transparent, portable learning you own | Not included: Transparent, portable learning you own |
Not included: Fully hands-off single-platform automation | Included: Fully hands-off single-platform automation |
Included: You control brand, budget, and approvals | Included: You control brand, budget, and approvals |
Lapis
Performance Max
Performance Max optimizes whatever asset groups it is given. Lapis makes the on-brand creative and matched pages that give it something better to work with.
Platform automation optimizes one network. Lapis keeps one view and one learning loop across Google, Meta, and more.
Black-box automation keeps its reasoning inside the platform. Lapis records transparent, portable learning your team controls.
if you need to...
if you need to...
Lapis works alongside Performance Max, not instead of it. Google controls bidding, placement, and delivery; Lapis creates the inputs and the cross-channel intelligence around them.
Start with one campaign and build the creative, pages, and cross-channel learning around it.
