Performance Max Asset Group Best Practices

Performance Max campaigns have revolutionized Google Ads, but many advertisers struggle with asset group structure. This guide covers everything you need to know about creating high-performing asset groups.

What Are Asset Groups?

Asset groups are collections of creative assets that Google uses to automatically generate ads across all Google properties (Search, Display, YouTube, Gmail, Maps, and Discover).

Each asset group should target a specific theme, product category, or audience.

Asset Group Structure Best Practices

1. One Theme Per Asset Group

Don't mix products or services in a single asset group. Each group should have a clear, focused theme.

Good: "Running Shoes" asset group with running-specific headlines, images, and audiences.

Bad: "All Shoes" asset group mixing running, casual, and dress shoes.

2. Provide Maximum Assets

Google performs better with more creative options:

• Images: Upload at least 15 images (landscape, square, portrait)
• Videos: Include at least 1 video (ideally multiple lengths)
• Headlines: Write 11-15 headlines
• Descriptions: Write 4 descriptions

3. Asset Quality Over Quantity

While more assets help, quality matters more:

• High-resolution images (1200x628 minimum for landscape)
• Professional video content
• Compelling, benefit-focused copy

Audience Signals

Audience signals guide Google's machine learning but don't restrict targeting:

• Add custom segments based on search behavior
• Include your remarketing lists
• Use in-market and affinity audiences
• Add competitor keywords as custom segments

Monitoring Performance

Check these metrics regularly:

• Asset performance ratings - Replace "Low" performing assets
• Conversion actions - Ensure all valuable actions are tracked
• Audience insights - See which audiences convert best

Common Mistakes to Avoid

1. Creating too many asset groups too quickly
2. Using generic stock photos
3. Ignoring asset performance ratings
4. Not setting up proper conversion tracking

Preview Your Performance Max Ads

Use PPC Ad Editor to preview how your Performance Max assets will appear across different placements. This helps ensure your creative looks great everywhere.