More and more advertisers in the US are turning to a strategy Google internally calls the Power Pair — a combination of Performance Max campaigns and Search campaigns with Broad Match keywords. Together, these two form the foundation of modern, scalable, automated performance. It's not just a technical setup — it's a philosophy for structuring Google Ads accounts so they respond to shifts in user behavior, win new customers, and keep performance and efficiency stable at the same time.

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What is the Power Pair strategy?