Google Performance Max Agency For PMax Campaigns You Can See Into

Asset groups are collections of text, images, logos and videos that Google combines into ads for each placement. We split them by product range, price band or customer theme, so reporting means something and the creative matches what people are looking for. For retailers we choose between feed-only asset groups, which rely on assets generated from your Merchant Center feed and have limited reach, and full asset groups that can also serve on YouTube, Display and Discover.

Audience signals are suggestions, not targeting. Google states that Performance Max may show ads to relevant audiences outside your signals, so we use your customer lists, site visitors and custom segments to speed up learning rather than to fence the campaign in. Search themes, up to 50 per asset group, tell Google which topics lead to sales. We use them to fill gaps the search terms report reveals, and they respect your brand exclusions.

Left open, Performance Max can serve on your brand name and claim sales your organic listing or brand Search campaign would have taken anyway. Brand exclusions, built from account-level brand lists that cover misspellings and variants, stop it serving on your brand across Search and Shopping inventory. Google also prefers a Search keyword that exactly matches the query over Performance Max, so we keep exact match brand terms in Search, where they can be measured cleanly.

Performance Max now has a search terms report and a channel performance report, and we read both. Search terms show which queries triggered your ads, segmented by ad format, and we block poor matches with account or campaign-level negative keywords. The channel report splits results across Search, YouTube, Display, Discover, Gmail, Maps and search partners, with ads using product data shown separately, so we can see whether video and display spend is earning conversions.

We review conversion goals and values, asset group structure, feed health, audience signals, search themes, brand exclusions and negatives. Then we check the search terms and channel reports for spend leaking into brand queries, irrelevant searches or low-value placements. You get a ranked list of fixes with the expected effect on cost and revenue, and a clear view on whether Performance Max is the right campaign type for each product line at all.

We build each campaign around one clear goal and each asset group around how your customers buy, by category, price band or theme, with listing groups that keep products in the right place. Every asset group gets headlines, descriptions, images and video chosen for it. We also review the assets Google creates through text customisation and final URL expansion, and remove any that misrepresent your offer or send people to the wrong page.

A retail asset group can run on your Merchant Center feed alone, using assets generated from it, though Google notes that reach and performance will be limited. That can be the right call when you want the campaign to stay product-led. Full asset groups open up YouTube, Display and Discover. We test the two side by side by product range and read the channel report before scaling either. Feed quality matters in both, so this work runs with our Google Shopping specialists.

Google's customer acquisition goal can value new customers more highly, set a separate priority for high-value new customers or bid for new customers only. It depends on your first-party data, so we connect customer lists and your site tag first, then choose the mode against your acquisition targets. Google recommends new customer only mode just for strict acquisition budgets, with a separate campaign for existing customers. We report new and returning revenue separately so the trade-off is visible.

We add brand exclusions, keep exact match brand terms in Search and then test whether brand spend adds anything. Our incrementality testing approach compares sales with brand ads on and off across regions or periods, so you know what Performance Max adds once existing brand demand is taken out. The result is a figure your finance director can check, rather than a ROAS inflated by people who were already searching for you.

Each week we read the Performance Max search terms report, segmented by ad format, and add negative keywords at account or campaign level for Search and Shopping inventory. Shared negative keyword lists keep exclusions consistent across campaigns. For Display and Video, where keyword negatives do not apply, we use excluded content keywords. Converting terms that Performance Max finds become search themes, new text assets or Search keywords, and they feed our SEO and PPC planning.

We report Performance Max by channel, asset group and asset, using the channel performance report and full asset statistics, alongside new and returning customer revenue. You see where spend went, which creative earned conversions and what changed this month. Reporting is tied to revenue and leads, and our PPC management is a fixed fee rather than a percentage of ad spend, so we have no reason to push your budget up.