Google Ads Performance Max: Step-by-Step Guide

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Performance Max is one of Google’s features that helps drive better results in all Google Ads channels and inventory. Compared to other campaigns, Google automates the delivery and targeting of the campaign based on the data that advertisers provide. The Performance Max is an automated campaign type with the following benefits: 

  • Get better performance 
  • Have more transparent insights
  • Simplify campaign management
  • Optimize and maximize your ads
  • Get new audiences through all of Google’s channels and networks 

Step-by-Step Process

Go to your Google Ads account and click on the Performance Max tab on the left side. The next steps are as follows: 

  • Click the + button to create a new campaign. 
  • Click on the campaign objective based on your needs. In this case, let’s pick the Create a campaign without a goal’s guidance. 
  • Click the Performance Max. You’ll then see the conversion goals that you currently have set up in your account. Select the Google Merchant account of your eCommerce business and the country associated with the feed. Then, click on continue. 

On Budget and Bidding

  • Enter your budget [i.e $50.00]
  • Depending on the KPIs of your business, you can either pick Conversions or Conversion value. The latter is more recommended because even if you’re in the lead generation business, you should still be adding value to your conversions. 
  • Set a Target ROAS goal. You can also leave the value blank. Click Next. 
  • Choose the location you’re targeting, then the language. Finish clicking options on the More settings tab depending on your campaign. 
  • Sending traffic to unique URLs is a critical part of this step. If you’re unsure where Google can optimize the ads, you can let Google optimize it and send the ads anywhere. Click Next. 

On Asset Group

The asset group is a set of creatives used to create ads depending on the channel it is for. This allows you to group or segment your ad groups with a common theme. You can do this by the products you sell or the services you offer.

  • Indicate the name of your Asset Group. [i.e.Wine Bottles_All-Converts + Wine Affinity] 
  • Pick a listing group, click the Use all products if you’re testing everything in the store, and Use a selection of products if you’re only focused on a certain segment. 
  • Choose all the items of the ones you picked in step 2. 
  • Grab images related to the Asset Group. You can also add videos and logos. 
  • Choose the headline well. Make it short but memorable. 
  • Fill in the information needed - headline, descriptions, and call to action. Preview the different formats of your ads on the right side of the screen. 
  • In the Audience Signal, click that New Audience to add the target audience you want. You can also edit it later on. You can put a custom segment. In this example, you can target people who have searched for wine glasses, wine decanters, etc. Then, click Save. 
  • Check that all the information is provided. Then, click Next. 
  • Click Publish Campaign and you’re done. 

Once your campaign starts running for a few days or more, you’ll begin seeing insights, and asset groups and see which of the headlines work better and which ones do not, and you can also see the campaign overview. Furthermore, you can also see the products that work or sell best. 

Performance Max lets you access your ad inventory and format your ad campaigns. Knowing how your products are faring is one best way to make decisions that would lead to business growth.  

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About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.