Step 1: Create a campaign and choose a goal

Business names and logos are part of your brand guidelines. This migration allows you to control how your brand appears in ads on Performance Max campaigns. To keep using your preferred business name and logos for your campaigns, add the assets to your brand guidelines. If no updates are made by March 2025, the business name and logos from the top performing asset group from your campaign will be used. Learn more About brand guidelines.

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, Google.com, 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.

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.

Instructions

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.

1. In your Google Ads account, click the 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).

5. 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.
6. (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.
7. (Optional) Select the specific feed that you want to use from the Merchant Center account by feed label or country of sale.
8. Enter a campaign name.
9. 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 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.