How to build a Performance Max asset group using generative AI (English only)

Assets are a powerful tool to drive campaign performance, but creating assets can be one of the hardest parts of starting and optimizing a campaign.

You can use Google AI to help build a performance Max asset group with a few clicks. Starting with your website, Google AI will understand what you’re advertising and can generate or suggest text, image, logo, and video assets for you.

You’re in control throughout the process: you can select only the assets that work for your business and generate more of what you like.

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Generative AI in Performance Max is rolling out globally to advertisers who meet the criteria outlined below. If you’re unable to use generative AI in your campaigns, these features may not be available to you yet.

Advertiser requirements

URL and website requirements

Some URLs and websites aren’t eligible for asset generation. If you enter a URL that isn’t eligible for generating assets automatically when creating an asset group, you’ll get a message prompting you to add assets manually.

A URL may be ineligible if:

  • It’s related to a sensitive category, such as pages related to certain categories within politics, government, health, religion, sensitive or prohibited products, or other sensitive issues
  • It’s not in English
  • It was recently published on the Internet

Get started

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You can build a Performance Max asset group using Generative AI in 2 ways:

  • When creating a new Performance Max campaign: After the “Bidding” and “Campaign setting” steps, you’ll notice an “Asset generation” step, with a panel for generating assets.
  • When creating another asset group in an existing Performance Max campaign: Navigate to the “Asset groups” page within an existing Performance Max campaign and click the plus icon to create a new asset group. You’ll notice an “Asset generation” panel at the top of the screen.

In the “Asset generation” panel, enter the URL you want people to visit when they click your ad. Google AI will use this page to summarize your products or services and to suggest and generate assets on the following screen.

Edit the product or service summary to match what you’re advertising in this asset group and click “Generate assets”. The product or service summary is only used to help you generate assets and won’t be used as part of an ad directly.

After clicking “Generate assets”, you’ll notice Google AI generating headlines, descriptions, and long headlines and suggesting a curated set of images (including bespoke generated images), logos, and your business name.

You’re always in control, and generating assets with Google AI is optional. If you skip the “Asset generation” step, Google won’t prefill assets for your asset group. If you choose to generate assets, you can review all of them and discard any that don’t match your business.

The image shows how to generate assets for your business.

Text assets

Text assets (such as headlines and descriptions) are generated using the latest advances in large language models (LLMs) with an understanding of what makes ads perform well. Google will automatically generate headlines and descriptions based on your website and product or service summary.

You create more headlines or descriptions using your own prompts by clicking the “Generate headlines” or “Generate descriptions” buttons in their respective sections and typing your own prompt. When Google AI generates more options for you to review, select the ones you click and click “Save”.

The image shows how to generate headlines.

Image assets

Google AI curates and suggests images based on their relevance and predicted performance from your website, previously used assets, stock assets, and new AI-generated images specific to your business and the products or services you specified.

You can select the images that best fit your business directly from the curated list, or view more suggestions by clicking “+ Images”.

You can also generate your own images by clicking the “Generate images” button. Use your creativity to ask Google AI to create new images with the content you envision. For example, you can ask for “Elegant dogs on a color backdrop” to complement a dog toy campaign.

The image shows how to crop your image.

Logos and business name assets

If you’ve already used a logo or business name for the same website domain in a previous Performance Max asset group, these assets may be prefilled for you based on what you used most recently.

If you haven’t created a Performance Max campaign for this website yet, you may notice logo suggestions from your website and a business name prefilled based on your website.

Video assets

If you don’t provide a video, a new video may be automatically created using the other assets in the asset group after you publish your campaign.

AI responsibility

We’re committed to upholding our principles for developing generative AI technology responsibly and at the highest standards for fairness, privacy, and security. Generative AI in Google Ads contains guardrails to prevent our systems from engaging with inappropriate or sensitive prompts or suggesting policy-violating creatives. More information on generative image safety in Google Ads is available here.

Note that generative AI is experimental technology, and may display inaccurate or offensive content that doesn’t represent Google’s views. Don’t rely on generative AI features in Google Ads for medical, legal, financial or other professional advice. As this technology evolves, we’re continuously evaluating and improving our approach to safety.

Your feedback makes Google AI more helpful and safe. You can report feedback by clicking on the feedback icon near the generated output.

Assets created by generative AI are not guaranteed to be approved by Ads Policy. For example, sometimes assets are disapproved in combination with other assets, or in line with local regulation.

You should review any generated or suggested assets to ensure that they’re accurate, not misleading, and not in violation of any Google advertising policies or applicable laws before publishing them.

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