How asset groups work

An asset group is a collection of creatives centered on a theme or related to a target audience in a Performance Max campaign. The creatives of your asset group are used to assemble all of your ads and build an inventory for all applicable ad formats for your advertising objective.

An asset provided in an asset group can be combined with any other asset from the same group to create ads that serve across Google Search, Google Maps, Display, YouTube, Gmail, Discover feed, and Google partner websites. You may create multiple asset groups per campaign to group assets by theme or to group assets with different targeting.

Note: Text customization was formerly known as automatically created assets.
Google may automatically create assets to help connect you to potential customers. When this setting is turned on, Google uses AI to generate additional assets (headlines and descriptions) to be used in combination with the assets you input. These new assets are based on your landing page, domain, and existing ads and creative assets. It’s recommended that you keep this setting turned on to optimize campaign performance. Learn more About text customization in Performance Max campaigns.

Group asset groups by similar themes and audiences

Many advertisers find it helpful to base their asset groups on the sections, categories, or themes that appear on their website.

It’s recommended to base your asset groups on the sections or categories of the products that appear on your website.

Listing groups

Listing groups are part of a campaign’s asset group. They're made up of listings, which includes both products and collections (groups of products, assets, and rich retail data that represent a category landing page on your website).

How listing groups work

Listing groups organize your listings by the attributes assigned to them in Merchant Center. You can use them to manage which listings are included in your campaigns. Learn how to Manage a Performance Max campaign with listing groups

Asset group requirements

Text specifications

Recommended Add 1 final URL Recommended Add up to 15 headlines Recommended Add up to 5 long headlines
 ""
Recommended Add up to 4 descriptions Recommended Add 1 business name Recommended Add 1 call-to-action
   
  Recommended Add up to 2 display URL paths  

Image specifications

Performance Max image specifications for landscape images are 1.91:1 ratio, either 1200 by 628 pixels (recommended) or 600 by 314 pixels Performance Max image specifications for square images are 1:1 ratio, and either 1200 by 1200 pixels (recommended) or 300 by 300 pixels. Performance Max image specifications for square image–for store visits–are 1:1 ratio, and either 1200 by 1200 pixels (recommended) or 300 by 300 pixels.

Recommended Add 4 landscape images

5120KB maximum file size

Further supported for serving on image search mode only

Recommended Add 4 square images

5120KB maximum file size

Note: Images that do not meet this aspect ratio can be uploaded and cropped within the interface.

Recommended Add 4 square images

5120KB maximum file size

For campaigns with Store Visits only

Performance Max image specifications for square images are 4:5 ratio, and either 960 by 1200 pixels (recommended) or 480 by 600 pixels. Performance Max image specifications for square logos are 1:1 ratio, and either 1200 by 1200 pixels (recommended) or 300 by 300 pixels.
Recommended Add 2 portrait images

Recommended Add 1 square logo

5120KB maximum file size

Recommended Add 1 landscape logo

5120KB maximum file size

Legend:

Recommended

Asset recommendations

Performance MAX - unlock audiences icon

Maximum total number for all images: 20

Performance MAX - unlock audiences icon

Maximum total number for all logos: 5

File formats:

JPG or PNG

Minimum resolution:

RecommendedRecommended is 1200x1200 pixels

5120KB maximum
file size

Recommended image safe area:

Put your content in the center 80% of the image

A UI animation that shows the process of uploading an asset that requires upscaling in the Google Ads Media Picker.

Video specifications

Tip: Google automatically resizes your video ads to increase your performance by platform and improve ad strength. If you don’t plan to upload a video, consider how your other creative assets will appear if resized.
  video specifications  
 

Videos longer than 10 seconds are required for all Performance Max Campaigns

If you do not upload a video, one may be generated for you from other creative

Recommended Add up to 5 videos

 

If you don’t add a video to your Performance Max asset group, then one or more videos may be auto-generated from the assets in your asset group. Auto-generated videos may be auto-generated in longer, standard YouTube form or in a vertical format so that they may serve on YouTube Shorts. If you don’t have a video asset and don’t want to use the auto-generated videos, you can use the Google Ads video creation tool to create a video for use in your Performance Max campaign. Advertisers may also upload a YouTube Shorts-eligible video (vertical format, less than 10 - 60 seconds in length), which may be eligible to serve on YouTube Shorts. To learn how to create videos in Google Ads, visit Create a video using Asset library.

Google may automatically resize your video ads to increase your performance by platform and improve ad strength. After you’ve created and uploaded your creative assets, landscape videos may be scaled to square (1:1) or portrait (9:16) aspect ratios for YouTube Instream and YouTube shorts. Google will review each video to ensure that quality isn’t lost, however if you have an issue with the resizing please contact Google support to help you opt out of this service.

Assets specifications

Though no assets are required to launch a Performance Max campaign, adding them can incentivize users to take an action on your ad. Learn more About assets.

Asset groups best practices

  1. Use the Ad strength indicator to determine if an asset group has enough assets to drive best performance.
  2. Ensure that all asset types (text, images, videos) are covered in every asset group.
  3. Ensure your assets meet quality guidelines.
  4. Create variations of assets to find the top performing creative.
  5. Add as many assets as possible, including up to 15 headlines, 5 descriptions, images in different orientations, and videos in different orientations. Refer to the tables below for more information:

Text asset specifications

  Type Guidelines Recommended Required
Headlines 30 characters max; include at least one with 15 characters or less 11+ (minimum of 3, maximum of 15)

Long headline 90 characters maximum; try to make sure headlines are at least 30 characters long 2+ (minimum of 1, maximum of 5)

Descriptions 90 characters maximum 4+ (minimum of 2, maximum of 5)

Business name 25 characters maximum  

Call to action Automated by default, or select from a list 1 call to action

Final URL   1 URL

This icon represents the Display URL path specification for text assets for Performance Max. Display URL path 15 characters maximum each 2 (minimum of 1, maximum of 2)

Note: In text assets, the length limits are the same across all languages. Each character in double-width languages like Korean, Japanese, or Chinese counts as 2 towards the limit instead of one.

Image assets requirements

  Ratio Guidelines Recommended Required
Landscape 1.91:1 1200 x 628 recommended; 600 x 314 minimum; 5120 KB max file size 4+ (Add up to 20 images)

*Square 1:1 1200 x 1200 recommended; 300 x 300 minimum; 5120 KB max file size 4+ (Add up to 20 images)

Vertical 4:5 960 x 1200 recommended; 480 x 600 minimum 2+ (Add up to 20 images)

Square logo 1:1 1200 x 1200 recommended; 128 x 128 minimum; 5120 KB max file size 1 (Add up to 5 logos)

*Landscape logo 4:1 1200 x 300 recommended; 512 x 128 minimum; 5120 KB max file size 1 (Add up to 5 logos)

*Logos with a transparent background may be rendered on a white background when served in most ads. For this reason, we recommend you upload logos as a square image and to avoid a predominantly white logo on a transparent background.

Note: Upload images as .jpg or .png with a maximum size of 5MB. Some images are optional, but will help your campaign stand out with excellent ad strength.

Videos asset requirements

  Ratio Minimum Requirement Recommended Maximum

Landscape
16:9

10-60 seconds

1 video 5 videos
across all types

Vertical
9:16

10-60 seconds

1 video 5 videos
across all types

Square
1:1

10-60 seconds

1 video 5 videos
across all types
Note: Our system is able to automatically generate videos based on the assets provided. However, we still recommend that advertisers upload at least one video themselves.

Example of how asset groups can be used:

Asset Groups are where you manage different types of creative assets including text, images, videos, logos, and final URLs. You can create a single asset group with audience signals or you can also create multiple asset groups for different final URLs.

Note: If Final URL expansion is on, Google may replace your Final URL with a more relevant landing page based on the user’s search query, and generate a dynamic headline, description, and additional assets to match your landing page content. Learn more About text customization.

Asset report

The asset report lists each asset used in a Performance Max campaign and allows you to compare performance across a variety of assets. You’ll need to set up a Performance Max campaign to view your asset report. Learn more About asset reporting in Performance Max.

Related links

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