Asset group best practices

An asset group uses your creatives to assemble an ad depending on the channel you’re serving it on. You can organise assets groups in a variety of ways, including based on common themes or by your different products or services. Learn more about how asset groups work.

Google AI can assemble the assets from an asset group into all applicable ad formats for your goal and show the most relevant creative for your campaign. To help Google AI and your ad performance, we recommend the following best practices to set up your asset groups for optimal results.

Best practices for all asset groups

Use the Ad strength indicator to determine if an asset group has enough assets to drive best performance.
Ensure that all asset types (text, images and videos) are covered in every asset group.
Ensure your assets meet quality guidelines.
Create variations of assets to find the top performing creative.
After you edit your assets, wait for a few days for your ad strength and asset group status to be updated. We recommend waiting 2–3 weeks before deciding to replace low performing assets.
Add as many assets as possible, including up to 15 headlines, 5 descriptions, 20 images in different orientations and 5 videos in different orientations.
If you create an asset group in Google Ads Editor, you can add a listing or product group only in Editor.

Asset requirements

Each asset type has various requirements and recommendations. A quick summary of the requirements is below, but review the full specifications at the articles listed:

Text asset specifications

Type	Minimum Requirement	Recommended	Maximum
Headlines	3 headlines	11 headlines	15 headlines, 30 characters each

Long headline	1 headline	2 headlines	5 headlines, 90 characters each

Descriptions	3 descriptions	4 descriptions	5 descriptions, 90 characters each

Business name	1 name	1 name	1 name, 25 characters

Call to action	1 call to action	1 call to action	Length is automated

Final URL	Not required	1 URL	2,048 characters

Display URL path	2 URLs	1 URL	2 URLS, 15 characters each

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 1.

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.

Images asset requirements

	Type	Minimum Requirement	Recommended	Maximum
	Landscape 1.91:1	1 image	4 images 1200 x 628 pixels (min 600 x 314 pixels)	20 images

	Square* 1:1	1 image	4 images 1200 x 1200 pixels (min 300 x 300 pixels)	20 images

	Portrait image 4:5	✕	2 images 960 x 1200 pixels (min 480 x 600 pixels)	20 images

	Landscape logo* 4:1	✕	1 image 1200 x 300 pixels (min 512 x 128 pixels)	5 images
*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 5 MB. 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.

Note: If you don't add a video to your Performance Max asset group, one or more videos may be auto-generated from the assets in your asset group. 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 that you can use in your Performance Max campaign. Learn how to create a video using asset library.

Example of how asset groups can be used

Create multiple asset groups within the same campaign to group assets that should serve in sets or themes. Separating asset groups by content category, theme, language or target audience is recommended. You may also want to create multiple asset groups if certain assets are more relevant to specific audiences.

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