Requirements for using Search Ads 360 Conversions with Google Ads Performance Max

Search Ads 360 bid strategies and some bid-strategy related components such as data-sharing, will be available only after your account has been migrated to the new Search Ads 360. Learn more about how to upgrade your bid strategies  to the new Search Ads 360.

Check the Experience hub to stay up to date on your available features, including bidding.

Step 1: Link your Merchant Center and Google Ads accounts

If you are using a Performance Max Retail campaign, you will need to link your Google Merchant Center and Google Ads accounts.

If you are not using a Performance Max Retail campaign, skip to step 2, below.

By linking your Google Ads and Google Merchant Center accounts, you'll allow your product data to flow from Merchant Center to Google Ads for use in advertising campaigns. Advertisers with a Merchant Center feed don't need to supply any creative assets to launch a Performance Max campaign. However, Google Ads recommends you provide creative assets to allow your campaign to serve maximally across surfaces and have optimal performance. Ads may be auto-generated on your behalf.

Learn how to link your Merchant Center and Google Ads Accounts.

Step 2: Set up Search Ads 360 Conversions groups, activities, and tags

Search Ads 360 Conversions activities and tags need to be set up before using Search Ads 360 Conversions with Performance Max.

A Search Ads 360 Conversions activity is a specific conversion you want to track, such as the completion of a purchase. A tag is automatically generated for each activity, and your web team installs the tag onto your site. When a visitor lands on the conversion page, the tag reports a conversion.

Learn how to set up Search Ads 360 Conversions groups, activities, and tags.

Step 3: Share all Search Ads 360 Conversions data with Search Ads 360

1. Sign in to your Search Ads 360 experience.
2. Navigate to a sub-manager account.
3. From the left navigation panel, under “Tools and settings”, click Conversions.
4. Click Settings.
5. Click Share conversions to expand the the section.
6. Click the checkbox next to the following setting:
   1. Share all Search Ads 360 Conversions and other conversion data related to Google Ads with all Google Ads accounts linked to this Search Ads 360 sub-manager account.
7. Click Save.

Learn more about how to share Search Ads 360 conversion data with Google ads.

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Related Links

• About Performance Max
• Set up Search Ads 360 Conversions groups, activities, and tags
• Link your Merchant Center and Google Ads Accounts