Create a Performance Max campaign with a store goal

One of the most common goals among advertisers is to encourage customers to visit a physical storefront. Store goals are designed to help you advertise on Google properties — like Google Maps, YouTube, Gmail,, the Business Profile Page, and the Google Display Network — that help generate business for your store(s).

This article explains how to create your Performance Max campaign with a goal to drive offline (in-person) visits and sales using store visits, store sales, call clicks, or direction clicks. Learn more About Performance Max for store goals.

Performance Max is powered by Google AI to generate campaign settings that help you get more value from your advertising. As you create your campaign, you may receive notifications about issues that could affect performance. Use the campaign construction navigation menu to review and resolve these issues. Learn more about how to Set up your campaign for success.

Tip: If the goals in this article don’t match the campaign goals you’ve set up in Google Ads, Google provides additional Performance Max campaign creation options. Learn more about other ways to Create a Performance Max campaign.

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Before you begin

Setting up a Performance Max campaign for store goals

  • You’ll need to define the store locations you want to promote. You can set this by linking your Business Profile or selecting affiliate locations.
  • Provide store locations, campaign budget, and ad assets. Using these inputs, Google AI will optimize bids, ad placements, and asset combinations.
  • Your ads will be eligible to appear across Google's properties. This includes the Google Search Network, the Google Display Network, Maps, and YouTube.
  • Performance Max campaigns for store goals are designed to help businesses provide potential customers information they need to decide when and how to visit stores.


If you have an offline conversion goal, follow the steps below to create a Performance Max campaign with the "Local store visits and promotions" campaign objective. You can also create a campaign without goals guidance. If you’re unfamiliar with conversion tracking, review Set up conversion tracking for your website before you set up your goals.

Step 1 of 6: Create your campaign and choose a goal

This animation guides you through creating your campaign in Google Ads and choosing Performance Max as your campaign type if you have a "local store visits and promotions" goal.

  1. In your Google Ads account, click the create button Create Button, then select Campaign.
  2. Choose “Local store visit and promotions” as your campaign objective. You can also create a campaign without goals guidance.
  3. Select Performance Max as your campaign type.
  4. Confirm the conversion goals (store visits, store sales, contacts (Google hosted), or directions (Google hosted) for store goals) for your campaign. Your account goals will be automatically populated, but you can remove the default goals or add new goals based on your desired outcome.
    • Note: You can select “Store Visits” or “Store Sales” as your conversion goal, but you can’t select both at the same time. If you’d like to switch between store visits and store sales conversion goals:
      1. Add any additional conversion goal that isn't "Store Visits" or "Store Sales".
      2. Remove either "Store Visits" or "Store Sales", whichever conversion you wanted to switch out.
      3. Add in either "Store Visits" or "Store Sales", and then remove the additional conversion goal(s) from step 1.
    • Accounts eligible for store visits won’t be able to remove store visits as a goal in the “Local store visits and promotions” campaign creation option.
Note: You can optimize to both offline and online conversion goals in a single Performance max campaign if this aligns with your marketing objectives and overarching strategy.


To add online conversion goals you can create a campaign through the "create a campaign without a goal's guidance" or Sales objective. Alternatively, you can add the additional online conversion goals after publishing your campaign (post-construction).
  1. Under “Campaign feeds”, select the location groups you want to use for your campaign.
    • For Business Profile, you can target all locations in the account by selecting Use all locations (# listing). You can target a subset of store locations by selecting Use location groups. Use an existing location group or create a new location group by selecting New location group. Learn more About location groups and filtering.
    • For affiliate locations, choose an existing location group or create a new one. To target all locations within an affiliate location asset, select Use all locations (# listings). To target a subset of locations from the asset, select Use location groups. Learn more about how to Create and manage location groups.
    • Important: Geographic targeting will be inferred based on the physical business locations specified for your campaign, and therefore it is not recommended to apply geographic targets, including radius targets, when location assets are applied. If needed, you can exclude certain geographic locations from your campaign.
  2. (Optional) If you’ve turned on local inventory ads and you want to advertise in-store products, check the “Also advertise in-store products” box and select a Merchant Center account.
  3. (Optional) Select the specific feed that you want to use from the Merchant Center account by feed label or country of sale.
  4. Enter a campaign name.
  5. Select Continue.

Keep in mind

  • Update or remove irrelevant or stale goals: You should update conversion goals to improve performance and to avoid continually removing them from your targeted goals. Click the 3-dot icon 3 dot icon to edit or remove irrelevant goals, or go to “Conversions” to update your account-level conversion goals.
  • Set conversion values: Set conversion values for different goals or when each conversion is worth a different amount to your business. For example, if your campaign is optimized towards both phone calls and website actions, you can set the value for phone calls as your average sale order value. Google AI will optimize for goals with the highest ROAS.
    • Advertisers using store sales measurement are able to receive dynamic store sales conversion value reporting where eligible but we still recommend updating the default conversion value which may be used in some cases. Learn more About store sales measurement.

Step 2 of 6: Set your bidding preferences

  1. In the “Bidding” section, select a bid strategy.
    • Conversions: If you check the checkbox for “Set a target cost per action”, the campaign will try to meet the Target CPA you enter.
    • Conversion Value: If you check the checkbox for “Set a target return on ad spend”, the campaign will try to meet the Target ROAS you enter.
  2. (Optional) Under "Customer acquisition", check the "Bid for new customers only" checkbox if you want to refine your target audience, regardless of bid strategy. Learn more About the new customer acquisition goal.
    • Note: To bid for new customers, you'll need to include an audience segment with at least 1,000 active members in at least one network.
  1. If you choose to optimize your store goals campaign for acquiring new customers, note that the campaign will serve to new customers based on:
    • Past online purchase conversions
    • Existing customer lists shared through “Customer Match”

You can find details of new customer acquisition in the “Conversions Summary Acquisition” panel. Note that the only new customer acquisition mode that’s compatible with store goals is the "New customer only" mode. If you select the "New customer value" mode, the campaign will not optimize towards new customer acquisition and will run as a standard Performance Max campaign.

  1. Choose Next to go to “Campaign settings”.

Set your bid strategy

Based on your goals, Performance Max will help set the right bids for every auction to optimize your campaign.

  • If you’re tracking values with your conversions, it’s recommended that you use the “Maximize conversion values” bid strategy.
  • If you aren’t tracking values and care about all of your conversions equally, consider the “Maximize conversions” bid strategy.
  • If you want your campaign to try to meet your Target ROAS, select "Maximize Conversion Values" and check the checkbox for "Set a target return on ad spend".
  • If you want your campaign to try to meet your Target CPA, select "Maximize Conversions" and check the checkbox for "Set a target cost per action".

Learn how to Choose your bid and budget.

Step 3 of 6: Set your campaign settings

Note: Before you finalize your campaign settings, keep in mind the following guidelines:

  • Location targeting isn’t recommended for campaigns optimized to offline conversion goals; however, you may utilize the advanced targeting feature to target users who’ve expressed interest in the area of your business, or users who are near your business’ physical location. You must complete this action after your campaign is published.
  • Ad scheduling isn’t available in construction for campaigns with store goals applied, and isn’t recommended to be added post-construction.
  • When only store goals (store visits, store sales, contacts, and direction clicks) are added to a campaign, certain features may not be supported.
  1. On the “Campaign settings” page, select the locations to target under “Locations”.
  2. To target a location that isn’t listed, select Enter another location, enter the name of the place you want to target, then select Target or Exclude.
    • If you want to target specific places within a location, select Nearby and again select Target or Exclude locations.
  3. Under the “Languages” dropdown, select the languages your customers speak. You can select multiple languages to show your ads to specific sets of customers.
    • Note: For more location targeting options, use “Advanced search”. You can add location in bulk or enter a location and radius around that specific location that you'd like to target.
  4. Finalize any additional settings you’d like to set up under “More settings”. Click Next.

Turn on automatically created assets

If you keep automatically created assets selected, Performance Max campaigns may auto-generate assets if Google AI predicts that your campaign performance can be improved. Google AI curates text and images from your landing pages and shows them in your ads when it’s predicted to improve performance. Then, you can add information like brand colors to help your campaign look more personalized.

If both the automatically created assets settings (text assets and Final URL) in Google Ads are checked and turned on for your campaign, your final URL may be replaced with a more relevant domain based on customer intent , that uses a dynamic headline, description, and creative assets from your landing page’s content. By turning this feature on, you can increase your campaign’s ability to serve.

Note: If you’re only adding store goals, such as store visits, contacts, and direction clicks to a campaign, Final URL expansion won't be supported.

Exclude brand traffic

You can prevent your Performance Max campaign ads from serving for specific brand searches (including misspellings) by creating a Brand list in your account and applying it to your Performance Max campaign.

Learn more About brand settings for Search and Performance Max.

Campaign URL options

The tracking template is where you put tracking information. Performance Max only supports the account-level or campaign-level tracking template. Any tracking template at the lower level, such as ad group or product group, will be automatically removed.

You can use URL parameters within the template to customize your final URL. When an ad is clicked, the information is used to create your landing page URL.

Step 4 of 6: Set up your asset group and assets

  1. On the “Asset group” page, enter a unique asset group name.
  2. Build your asset group using the guidelines below.
  3. Click Next.
Asset Recommended asset guidelines


Add up to 15 images
Logos Add up to 5 logos

If you don't upload a video, Google may auto-generate one from your other assets. To opt out of auto-generated video, upload a video during campaign construction or launch.

In either instance, Google will automatically resize your video ads to increase performance and improve ad strength across platforms. Remember that if you don’t plan to upload a video, you’ll need to consider how creative assets in an auto-generated video might appear if resized.

If you don't have a video, use the Google Ads video creation tool to create one while remembering the following guidelines.

  • Add up to 5 videos
  • Choose video formats based on where your ads will run. Horizontal videos may be adjusted to serve in square or vertical formats.
Learn more about how to Create a video using Asset library.
Headlines (maximum 30 characters) Add up to 5 headlines
Long headlines (maximum 90 characters) Add up to 5 long headlines

Short description (maximum 60 characters)

  • Add one short description

Long description (maximum 90 characters)

  • Add up to 4 long descriptions

*Long descriptions aren’t supported in local formats.

Call to action Select a call to action that aligns with your goals such as “sign up” or “subscribe”.
Business name Add the name of your business or brand, which appears in the text of your ad.
Ad URL options Add the pathway for your display URL and choose a different final URL for mobile.
Final URL With Final URL expansion turned on, Google may replace your Final URL with a more relevant landing page based on user search queries. Google may also generate dynamic headlines, descriptions, and assets to match your landing page. Learn more About automatically created assets.
Promotions (optional)

Promotion assets can add additional value by highlighting your sales and promotions for people who are searching for the best deals your business has to offer. learn more about how to create Promotion Assets.

If you're interested in using promotion assets to drive customers to your storefront, learn more about how to use digital coupons via promotion assets.

Tip: You can create one or more asset groups with assets related to a single theme or audience. After creation, combine assets from the same group to create ads that serve across Google Search, Google Maps, Display, YouTube, Gmail, Discovery feed, and Google partner websites. Hover over the question mark icon to learn more about the requirements.

You can create one asset group before launching your Performance Max campaign and additional asset groups after setup. Your assets will automatically be assembled into all applicable formats and show the most relevant ad creative.

Audience signals

Audience signals allow you to add audience suggestions that help Google Ads automation optimize for your selected goals. Although adding audience signals is optional, using audience signals can help you accelerate and guide Google AI on the ideal way to optimize your campaign.

Remember that Performance Max campaigns may show ads to relevant audiences outside of your signals if they have a strong likelihood of converting to help you meet your performance goals.

Ad strength

Ad strength is an indication of the relevance and range of your ad creative combinations. Having more relevant and unique content can help you get the right ad in front of your customers and improve your ad’s performance.

Digital coupons via promotion assets

You can use digital coupons via promotion assets to highlight your discounts and offers, encouraging customers to visit your physical store. While in Maps, users can view, save, and share a digital coupon with friends and family for redemption in-store and online. View an example of digital coupons via promotion assets.

Note: You can use digital coupons via promotion assets in all regions, except for the European Economic Area.

Digital coupons via promotion assets only serve on Performance Max campaigns with an offline conversion goal. If your campaign has an omnichannel goal, this format won’t serve if you attach a Google Merchant Center feed to your campaign.

To set up a digital coupon via promotion assets, make sure that you input the following assets:

  • Promotion type
  • Promotion amount
  • Item
  • Logo
  • Image
  • Business name
  • Description
  • Promotion code (optional)
  • Promotion start and end date (optional)
  • Terms and conditions (optional)

Learn more About promotion assets.

Reporting details about your digital coupons via promotion assets can be found in the “Assets” view under predefined reports available only at campaign level.

  • You can review coupon save performance by searching for the name “alp_save_coupon” under the “All conv.” column in Google Ads. Coupon saves aren’t reported at the store level.

Video creation in Google Ads

You can either upload your own videos during campaign creation or use the free Google Ads video creation service to create horizontal or vertical videos for your campaigns. If you don't have a video asset, and you don't want to use auto-generate videos, consider using the video creation tool. To create a video in Google Ads, choose a template from the Asset Library and upload the following items:

  • Branding elements like a logo or brand colors
  • Images like product or lifestyle pictures
  • Video-friendly messaging

When you create your video, Google will automatically resize your video ads to increase performance and improve ad strength across platforms. Remember that you can also crop or refocus images in Google Ads before you create and upload your video to a designated YouTube channel for use in a campaign. Learn more about how to Create a Video campaign.

Step 5 of 6: Set your budget

Your budget establishes a monthly charging limit for an individual campaign. The charging limit is the average daily budget that you set, multiplied by the average number of days in a month. While your spend may vary each day, you won’t pay more than your monthly charging limit. Learn more About spending limits.

For Performance Max you should:

  • Set an average daily budget of at least 3 times your CPA or cost/conv. for the conversion actions selected for your campaign. You have the flexibility to change your budget at any time.
  • Check your account daily to know how your campaigns have performed so far.
  • Remember that on days when your ads are likely to get you more traffic, you may spend up to 2 times your average daily budget. Those days are balanced by the days when your spend is below your average daily budget.

Step 6 of 6: Review and publish your campaign

Before you finish setting up your campaign, you'll be taken to a review summary with the details of your new campaign. Select Publish Campaign to complete the process.

Important: In CSS Program Countries, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to. Learn more About advertising with Comparison Shopping Services.

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