About automatically created assets in Performance Max campaigns

Note: This article provides an overview of automatically created assets. If you’re looking for instructions on how to control, modify, or remove automatically created assets, click here.

Performance Max is a goal-based campaign type that allows you to access your Google Ads inventory from a single campaign. To make setup simple, you can enable automatically created assets within your campaign settings. This feature allows Google to curate text for headlines and descriptions from your landing page(s) and show them in your ads when predicted to improve performance.

This article explains how to use automatically created assets in your current Performance Max campaigns. If you’re interested in learning more or using automatically created assets outside of your Performance Max campaigns, visit About automatically created assets.

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About automatically created assets

Note: Automatically created assets are turned on by default. If you want to turn these assets off, uncheck the checkbox during setup or from within your campaign's settings.

When needed, Google may automatically generate a dynamic headline, description, or additional text assets to match your landing page content. These automatically created assets help connect you to potential customers based on their search queries and intent. When this setting is turned on, Google uses AI to create descriptions, headlines, and additional text assets from your landing page, domain, and existing ads and creative assets. It’s recommended that you keep this setting turned on to optimize campaign performance.

Automatically created assets are now also surfaced in asset group asset reporting for Performance Max campaigns. They can be identified through the designation “Automatically created” in the “Source” column. Automatically created assets are reported on the “Asset” page of an Asset Group as well as the Combination Report. Learn more About asset reporting in Performance Max.

Text assets

Using this setting means your campaign may use content from your landing page, domain, and provided assets to customize ads when predicted to improve performance. We recommend leaving this on.

Final URL

Using this setting allows your campaign to replace your final URL with a more relevant landing page from the Final URL domain, based on the user’s search intent. We recommend leaving this on. Learn more About Final URL expansion in Performance Max.

URL exclusion

If you have pages that you need to exclude from sending traffic to, you can use URL exclusion or URL parameter rules, for example, if you don't want customers to be directed to non-commercial pages or sections of your website, you can exclude those pages using URL exclusions. Learn more About URL exclusion in Performance Max.


For advertisers with a Merchant Center feed

For Performance Max campaigns with a Merchant Center feed attached, ads may be served to a URL provided in the campaign (Final URL) or to a product included in the campaign from the attached Google Merchant Center.

Note: Automatically created assets can’t be applied to Shopping Ads.
  • If automatically created assets are turned on: Search Ads may be served to additional URLs besides the provided Final URL domain. Shopping Ads may serve optimized titles based on the user query, in addition to product URLs and product titles from the Google Merchant Center.
  • If automatically created assets are turned off: Search Ads will be served only to the Final URL. Shopping Ads may serve product URLs and product titles from the Google Merchant Center. Learn more about Optimized titles.

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