Performance Max VLAs vs. Shopping Ad VLAs: Benefits, Limitations, & Which is Better Suited for You

Written by: Claire Dunphy, Make & Model Marketing

The Rise of Vehicle Listing Ads 

In July 2023, Google launched Vehicle Listing Ads (VLAs) through their Performance Max Campaign type, with the intention to replace the 2023 variation of Shopping VLAs. The Vehicle Listing Ads are a visual ad format that showcases real-time car and truck inventory directly in Google search result pages. These ads allow shoppers to begin the buying process by comparing pricing, colors, and trims before ever reaching a website. They also make the buying process more seamless for shoppers as the ads link directly to vehicle description pages where the vehicle can be further reviewed, reserved, and financed online.  

How Vehicle Listing Ads Appear in Search Results

The Evolution of Vehicle Listing Ads: 

As Performance Max VLAs evolved, benefits and limitations were identified and updates were made. A notable change was made in November 2025 when channel reports became available. These reports gave advertisers a better idea of where their performance max ads were being served and which channels were most favored. The channel report was integral to better understanding how performance max optimized for conversions, and how channel allocation varied by campaign type.

However, the most impactful change to the world of VLAs came with the recent reintroduction of the updated Shopping VLAs in May of 2026. To understand the difference between the two, you first need to understand the differences of these campaign types. 

Performance Max Campaigns: 

These campaigns are an automated advertising type that lets you run ads across all of Google’s channels from a single campaign. Meaning one campaign could be seen on Google Search, Display Network, Shopping, Discover, YouTube, Maps, and Gmail. On the advertisers end, you’ll provide Google with a vehicle feed, audience signals, and search themes. Google’s AI then uses that information as well as website and data conversion/goal data as a guide for channel selection and ad placement. 

Shopping Ad Campaigns: 

Shopping Campaigns are a visual type of ad campaign that displays your vehicle photo, pricing, dealer names in Google Shopping Campaigns and at the top of the Search results in a shopping carousel. With this campaign type, optimizations are made via the product feed. Google crawls your product feed to decide when to show your ads instead of relying on traditional keyword lists or audience signals. Google helps match user search queries to your product data automatically, though the advertiser has control over bid strategy and audience targeting. 

Benefits and Limitations of Campaign Types: 

Which Decision is Best for Your Store: 

That decision comes down to a few simple questions….

1. Do you value overall conversion volume or more inventory-driven conversions? 
2. Is multi-channel reach essential to your advertising strategy? Or would an audience targeted approach better align with your goals? 
3. Do you need control over bidding and budget allocation?
4. Are you comfortable relying on machine learning to choose your ad placements and optimizations? 
5. Is it important to know exactly which placements and terms your budget is being spent on? 
6. Are the conversions aiming to receive primarily inventory feed based, or am I comfortable capturing conversions from other search terms? 

If you’re looking for more control, transparency, and a more targeted approach-Choose Shopping VLAs. If you’re looking for more automated optimization, widespread channel placements, and overall conversion volume-Choose Performance Max VLAs.

Simply put, there is no “one size fits all approach” when it comes to Vehicle Listing Ads and whether to run them as a Performance Max or Shopping Campaign. Choosing the right campaign type for your store is dependent on your goals, strategy, and the level of control you’d like to have. Performance Max VLAs offer a strong conversion volume and wider reach, while Shopping VLAs can provide an inventory-only focused approach with more control and transparency. In the years to come, we will continue to see these campaign types improve and update with new features and tools. Forming a strong understanding of the differences between these campaign types today will help you make data driven decisions tomorrow! With that knowledge you’ll be able to build a strategy that supports your goals, and continue optimizing your work as the advertising world keeps changing.