How asset groups work

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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.

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 automatically created assets 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

Text specifications for final URLs Text specifications for text headlines, 30 character maximum Text specifications for long headlines, 90 characters are the maximum.
Recommended Add 1 final URL  Recommended Add up to 5 headlines  Recommended Add up to 5 long headlines
Text specifications for descriptions: 90 characters maximum Text specifications for business name, 25 character max  Text specifications for call-to-actions, which is automated by default
Recommended Add up to 4 descriptions Recommended Add 1 business name Recommended Add 1 call-to-action
  Text specifications for Display URL path, 15 characters maximum  
   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 3 landscape images

5120KB maximum file size

Further supported for serving on image search mode only

Recommended Add 3 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 1 square image

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. Performance Max image specifications for landscape logos are 1:1.91 ratio, either 1200 by 628 pixels (recommended) or 600 by 314 pixels
Recommended Add 1 portrait image

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

Performance Max image file formats accepted Performance Max image file minimum resolution Performance Max image maximum file size Performance Max image file minimum resolution
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 5 headlines, 4 descriptions, images in different orientations, and videos in different orientations. Refer to the below table for more information:
Type Asset Minimum Maximum Recommended
Text Final URL 1 1  
Headline 3 15 15
Description 1 5 5
Business name 1 1  
Call to action 1 1  
Image Landscape 1 20 3
Square image 1 20 3
Portrait image 0 20 1
Video Video 0 5 1

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 automatically created assets.

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.

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