Performance Max automates campaign setup across Google's entire network (Search, Shopping, YouTube, Gmail, Display) using asset groups, audience signals, and smart bidding to maximize conversions with minimal manual control. Brand exclusions and audience signal optimization ensure relevance while protecting against unsuitable placements. Accounts that enable Performance Max with 3+ asset groups and diverse creative see average ROAS lifts of 20-35% and 40% faster scaling compared to single-format campaigns.
Performance Max campaigns use asset groups, audience signals, and AI bidding to reach users across Google's entire network—Search, Shopping, YouTube, Gmail, and Display. Brand exclusions prevent ads from appearing alongside competitor content, while audience signal optimization ensures relevance. Automation is key: set targets, feed diverse assets, and let AI maximize conversions.
✅ Key Takeaways
- Asset groups bundle headlines, descriptions, images, and videos; diversity in creative assets enables AI to test more combinations and find winning variations faster
- Audience signals (customer lists, interest categories, demographic intent) guide AI targeting without locking placements; signals are hints, not barriers
- Brand exclusions prevent your ads from showing in competitor contexts, protecting brand safety and ROI—exclude competitor brand terms and co-bid placements