The ads shown in your Performance Max (PMax) campaigns are a combination of the assets you’ve included in their asset groups.
These assets can be images, videos, texts, products, etc.
Google will combine these assets depending on the user's search and the channel where your ad appears. Performance Max Ads have the goal of reaching new users and maximizing conversions.
If you haven’t included certain types of assets, or if Google considers the ones you do not have enoguh, Google Ads will automatically generate new assets by default. These new assets are usually low-performing assets. Therefore, the get less conversions.
That’s why Dolnai recommend checking the performance of your assets — whether they’re your own or created by Google.
To do this, go to the Assets section in your Performance Max report and review:
If these assets were created Automatically by Google and you plan to turn off this option, I encourage you to add as your own assets.
If most of the assets created by Google fall into these categories, we suggest disabling automatic asset creation.
Pause those assets and add new ones, taking inspiration from the ones that have successfully converted.
In the Asset Source column, you can see who created each asset. If it was added by the account manager, the source will be Advertiser. If Google created it, the source will be Automatically_Created.
To consistently have high-quality assets that drive more sales, we recommend optimizing them periodically based on performance.
Invest time in creating new, high-quality assets aligned with your brand image. If you have news, promotions, or discounts, mention them — these types of assets tend to grab user attention effectively.
Remember: While Performance Max campaigns rely on Google's algorithm, it’s the account manager’s responsibility to optimize the account and ensure the included assets are high quality.
Check out the Best Practices Guide for Performance Max Campaigns.
