Performance Max campaigns are only as good as the inputs you provide. Think of it as giving Google the ingredients to bake with - your results depend on their quality.

Key Points:

Asset Groups are the foundation of PMax. Each group contains multiple headlines, descriptions, images, logos, and (ideally) a YouTube video. Google mixes and matches these automatically to find the best-performing combinations.

Strong inputs include clear, benefit-driven headlines, high-resolution images, and branded video content. If you don't provide a video, Google may auto-generate one that’s often poor quality.

Audience signals guide the algorithm toward your ideal customers, without restricting reach. These can include Custom Segments (keywords, competitor URLs, apps), GA4 audiences, or Customer Match lists.

Best practices include creating separate asset groups for different buyer personas and aligning each group with specific audience signals.

For eCommerce campaigns, optimizing your product feed in Google Merchant Center (titles, descriptions, images, GTINs, promotions) is essential - since PMax heavily relies on feed quality.

In short: garbage in = garbage out. The better your creative and audience data, the better Google’s automation will perform.