Google recommends keeping your Performance Max campaigns consolidated rather than creating multiple separate campaigns. Testing with hundreds of brands confirms this approach works best.
The optimal structure is:
- Create one Performance Max campaign
- Divide your products into multiple asset groups based on product categories
Only create separate Performance Max campaigns when you have specific business needs that require separation, such as:
- Different spending caps
- Different ROAS targets
- Different CPA (Cost Per Acquisition) goals
Best Practice:
Create asset groups that logically match your product categories within a single Performance Max campaign rather than fragmenting into multiple campaigns.
Creating asset groups is a multi-step process and Google’s AI can be helpful here:
- AI-Assisted Workflow:
- Enter your final URL
- Provide brief product descriptions
- Google can generate initial assets based on this information
- Shopping Listings Selection:
- By default, "All products" is selected
- You can edit this to customize product selection
- Options to segment by product type or custom label
- Creative Assets:
- Headlines: Create multiple variations
- Descriptions: Craft compelling product descriptions
- Images: Upload custom images or use Google-suggested ones
- Videos: Upload your own (recommended) or let Google create videos from your images (lower quality)
After creating assets, Google will show you what was generated and what was taken from your existing content. You can add or edit any element as needed before finalizing.
Asset Group Creation.mp4