An asset group is the creative building block of a Performance Max campaign. It holds the headlines, descriptions, images, video and audience signal for one theme. Structuring asset groups well is how you keep a Performance Max campaign organised and relevant.
Building and structuring these is core to our Performance Max work, where well-themed asset groups make each Performance Max campaign easier to manage and read.
An asset group bundles all the creative the system needs to build ads for one theme. Google mixes these assets to fit each placement across the network.
Treat each asset group like a themed bucket, often built around a product range, service line or customer type. Themed groups keep messaging relevant and make performance easier to read.
| Approach | Example |
|---|---|
| By product range | One asset group per category |
| By service line | One asset group per service |
| By audience | One asset group per customer type |
Because one asset group serves across many channels, supply assets in the formats each placement needs. Missing video or image sizes limits where the campaign can show.
Fill every asset slot you can. Incomplete asset groups restrict the placements Performance Max is allowed to use.
Avoid cramming unrelated themes into one asset group. A focused group produces more relevant ads and clearer signals about what is working.
No agency can guarantee a specific return because Performance Max bids in a live auction. We optimise the factors within our control, strong asset groups, clear audience signals and accurate conversion data, to give the campaign the best chance of profitable scale.
TPR Media operates from Level 34, 1 Eagle Street, Brisbane City QLD 4000, serving clients across Brisbane and Australia-wide.
TPR Media structures Performance Max asset groups by theme and fills every asset slot so each group stays focused, relevant and able to serve across all Google placements.