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:

Only create separate Performance Max campaigns when you have specific business needs that require separation, such as:

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:

  1. AI-Assisted Workflow:
  2. Shopping Listings Selection:
  3. Creative Assets:

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