Asset groups are the core creative unit inside Performance Max campaigns.
Google uses them to assemble ads across Search, Display, YouTube, Gmail, Maps, and Discover.
What Goes in an Asset Group
Each asset group contains:
- Headlines (up to 15, minimum 3)
- Long headlines (up to 5)
- Descriptions (up to 5, minimum 2)
- Images: landscape 1.91:1 (minimum 1), square 1:1 (minimum 1), portrait 4:5 (optional)
- Video (minimum 1 — if not provided, Google auto-generates one from your assets)
- Logo and business name
Always upload your own video. Auto-generated videos from images and text consistently underperform manual uploads.
How Many Asset Groups to Create
Use separate asset groups for different product categories, not for A/B testing ad copy.
A/B testing at the asset group level is not reliable — Google controls the serving split based on its own optimization signals.
Separate by: product category, customer segment, funnel stage (prospecting vs remarketing), or seasonal theme.
Audience Signals
Audience signals suggest where to start, not where to stay.
Google expands beyond your signals to similar users based on conversion data.
Add: your customer list, site visitors (all visitors and converters separately), in-market segments relevant to your products.
Do not add overly broad segments — they slow the algorithm's ability to find your real audience.
Common Mistakes
Providing only the minimum required assets. Google can only test what you give it.
Provide the maximum: 15 headlines, 5 descriptions, 5 images per format, and a quality video.
Reviewing performance too early. PMax needs 4-6 weeks and at least 50 conversions before performance data is meaningful.
More Google Ads guides: yositeup.com
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