Performance Max Google Ads: Creative Strategy (Advanced)


One of the biggest differences between Performance Max and all the other types of Google Ads is automation. Indeed, many users and entrepreneurs use automation as it's fast and efficient too. However, the downside to this is that it takes away personalization. It doesn't allow you to humanize your brand or employ creative strategies to use to improve your campaigns.

In this article, TGQ’s host, Ted, talks bout just that. He shares how you can improve your Performance Max ads and make the most out of your campaigns.

Learn the following:

  • Image Assets
  • Video
  • Ad Copy
  • Optimization

Best Performance for Images

You need to test out different kinds of images to allow Google which option works best for you. Here are some tips for using images on your site.

When using images, adhere to the following tips:

  • Avoid overlaid text. Keep it minimal. 
  • Show images in a real-life context rather than a stark, or stock background
  • Highlight a single focal point, framed centrally that takes up about 30% to 40% of the image. 
  • Use images with real people.

  • Use landscape and display sizes
  • Improve the quality of images used
  • Use text on images
  • Look through Facebook and LinkedIn. Check what your competition is doing and draw inspiration from how they use their images for targeting.


There are several kinds of images you can use for your campaigns to capture the attention and retain the interests of your buyers. Here are a few.

Lifestyle Images

  • This type of photography is where you can show your products in action. It can tell the story behind your brand. If you’re using lifestyle images, make sure to use images of your target demography.

Individual Shots

  • Don't use the same feed images. Make sure to give Google enough images to test.
  • It is the most common type of product photo. Remember, don't use duplicate images of your feed images as becomes repetitive for ads.

Group Photos

  • It's often used for product kits and collections. The group photography displays the range and variety of your products. It gives customers a more complete view of your offerings.
  • It's a great option if you have specific offers and bundles.

Scale Shots

  • It's perfect for products with sizes as it helps customers imagine the products in their homes.

Detailed Shots

  • Perfect for highlighting specific product features that a traditional photo might not catch.
  • You can get creative with this type as you can showcase the features that customers usually look for.

Packaging Shots

  • Packaging is part of your customers' buying experience. Include the packaging shorts if you do have a great packaging strategy in place. It hypes the customers up.

Competitor Research Best Practices

Here’s what you can do when you’re looking for your competitors and creatives you can emulate. 

  • You can check out their Facebook page and scroll out to the Page Transparency. Check out the ads they have and see the types of imagery they use. Here you can be seen which of their product ads are performing well.

Video Best Practices

The rule of thumb in doing videos is to match your videos with the audience signal and listing groups. The videos should also be longer than 10 seconds and add as many videos as you can to test out which one world best.

Other tips are as follows: 

  • Test voice-over videos over live action
  • Remember, video attribution isn’t great on Performance Max because it’s mainly a click network. 
  • Opt out of the video network if you don’t have any videos. However, having videos is still much better.

The ABCs in Video Creation





  • Attention. Make use of a good hook. You can start your ad in the middle of the action, or open with a close-up. Use audio inputs like music, voice-overs, and sound effect to create a rich, sensory experience. These things keep people interested. Get to the heart of the story fast. Reinforce your message with audio and test. Avoid using competing elements. 
  • Branding. Regardless of any kind of shot, make sure to always show your brand. But, don’t overdo it. Use graphic elements, voice-overs or musical treatments. Work your brand identity into your video story.
  • Connection. Help people think or feel somethingHumanize your story. Lean into emotional levers with storytelling techniques, such as humour or surprise. Always focus on the message. Be very engaging. 
  • Direction. Ask them to take action. A written call to action, graphics, audio, or even a scene from your story can help guide the customers to make decisions

Using Voice-Overs

  • 7 voices (4 male and 3 female) in English (US)
  • Filipino, French, Hindi, Indonesian, Korean, Malaysian, Mandarin, Spanish, and Swedish To do this, go to your Google Ads  > Tools and Settings > Asset Library > Click on the + button > click on the video and select the video. Just follow the prompts and input the necessary information for your voice-overs.

Live Action Videos

  • These kinds of videos are recordings of either still or moving objects. Often, it’s about real people and real locations, rather than creating things digitally.
  • Live-action videos are typically more expensive than voice-overs and other types of creative videos.

YouTube Shorts

  • Shorts are shortform videos on YouTube platform. You can use this as ads.
  • It’s perfect for targeting those who often use mobile devices. Also, short-form video engagement are goring. So, take advantage of the hype.

Ad Copy

There are several types of headlines to make great ad copies.

Examples are:

  • Objections
  • Specializations
  • Awards/Certificates
  • Social Proof
  • Testimonials
  • Online Availability
  • Shipping and Returns


You got all the tools in the bag for images, videos, and ad copy that you can test your performance. In optimization, you see how these tools help your performance.

Asset Performance Report

Make sure to monitor this every couple of weeks and remove low-performing assets if you have hit your max capacity on that segment. Check out your insights to see your stats.

So, there you go. I hope you have fun reading and learning along with the video tutorial. You have just learned how to be creative and use this to improve your Performance Max Google Ads. As always, make sure to test out different kinds of approaches and stick to what works.

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About the Author

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