Performance Max Campaign Setup: A Step-by-Step Guide

What Is Performance Max?

Performance Max (PMax) is Google's newest campaign type that uses machine learning to serve ads across all Google properties: Search, Shopping, Display, YouTube, Gmail, Discover, and Maps. It's designed to complement your existing campaigns by finding incremental conversions.

When to Use Performance Max

• E-commerce: PMax has largely replaced Smart Shopping campaigns
• Lead generation: Good for businesses with clear conversion goals
• Local: Effective for driving store visits and local actions
• Supplementing Search: Use alongside branded and top-performing Search campaigns

When to avoid PMax: New accounts with limited conversion data, businesses requiring tight control over placements, or when brand safety is paramount.

Campaign Structure

Asset Groups

Asset groups are the building blocks of PMax campaigns. Each asset group should contain thematically related assets targeting a specific audience or product category.

• Create separate asset groups for distinct product categories or services
• Use audience signals to guide Google's targeting
• Include all asset types for maximum reach
• Limit to 5-10 asset groups per campaign for adequate data

Asset Requirements

Text Assets

• 5 headlines (up to 30 characters each)
• 5 long headlines (up to 90 characters each)
• 5 descriptions (up to 90 characters each)
• Your business name and final URL

Image Assets

• Landscape images (1.91:1 ratio, 1200x628 minimum)
• Square images (1:1 ratio, 1200x1200 minimum)
• Portrait images (4:5 ratio, 960x1200 minimum)
• Logo (square and landscape versions)

Video Assets

Include at least one YouTube video over 10 seconds. If you don't provide video, Google will auto-generate one from your other assets—and these rarely perform well.

Audience Signals

Audience signals tell Google who your ideal customers are. They're starting points for machine learning, not hard targeting limits.

• Upload Customer Match lists from your CRM
• Add website visitor remarketing lists
• Include relevant in-market and affinity audiences
• Add custom segments based on search behaviour

Bidding and Budget

PMax requires automated bidding. Choose between:

• Maximise Conversions: Best for lead gen with equal lead values
• Maximise Conversion Value: Best for e-commerce or when you have varying conversion values
• Target CPA/ROAS: Available after sufficient conversion history

Start with at least £50-100/day per campaign. PMax needs data volume to optimise effectively.

Common PMax Mistakes

• Not excluding branded search terms (cannibalises brand campaigns)
• Too many asset groups with insufficient budget
• Ignoring the insights report for optimisation signals
• Not providing video assets (auto-generated videos underperform)
• Setting unrealistic target CPA/ROAS too early