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How to Optimise Performance Max Campaigns

Performance Max optimisation focuses on asset quality, audience signals, feed quality (for e-commerce), and conversion data quality. Upload diverse, high-quality creative assets in all recommended formats. Provide strong audience signals (customer lists, website visitors, custom segments). Ensure yo

Performance Maxoptimise performance max campaigns

Quick Summary

Performance Max optimisation focuses on asset quality, audience signals, feed quality (for e-commerce), and conversion data quality. Upload diverse, high-quality creative assets in all recommended formats. Provide strong audience signals (customer lists, website visitors, custom segments). Ensure your product feed is comprehensive and accurate. Use search themes to guide Google's targeting. Review the Insights tab regularly to understand where conversions come from.

Process Flow

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Step-by-Step Guide

Follow these 6 steps to complete this guide

1

The PMax Optimisation Challenge

Performance Max gives you less control than traditional campaign types. You cannot see search terms (only search themes), cannot add negative keywords (without Google rep help), and cannot control placement-level bidding. Optimisation shifts from tactical bid management to strategic signal management.
2

Asset Group Optimisation

Create separate asset groups for different product categories or audience segments. Upload the maximum number of assets: 20 images, 5 videos (or Google auto-generates), 5 headlines, 5 long headlines, 5 descriptions, and your business name plus logo. Check asset performance ratings and replace 'Low' performers monthly.
3

Audience Signals

Audience signals are suggestions, not restrictions — PMax will target beyond them. But strong signals help the algorithm learn faster. Prioritise customer match lists (past purchasers, high-value customers), website visitor audiences (add-to-cart, purchase page visitors), and custom segments based on search terms your customers use.
4

Search Themes

Search themes (added in 2024) let you provide keyword-level guidance to PMax. Add search themes that describe what your customers search for. Review the search themes report to see which themes drive conversions and which do not.
5

Product Feed Quality

For e-commerce PMax, your product feed is the most important optimisation lever. Optimise titles, descriptions, images, and custom labels. Use custom labels to tag products by margin, bestseller status, or promotional relevance, and create separate asset groups for different label segments.
6

Insights Tab

The Insights tab shows search categories driving conversions, audience segments performing well, and asset combination performance. Review weekly and use insights to refine asset groups and audience signals.

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