Create one asset group per product category, service line or audience theme. Avoid creating hundreds of asset groups — each group dilutes the conversion data the algorithm needs to learn. For most Australian retailers, 3 to 8 asset groups per campaign is optimal. Each group needs enough budget to generate meaningful conversion signals.
Organise asset groups around a single coherent theme so all assets (headlines, descriptions, images, videos) tell a consistent story. Mixing product categories in one asset group forces the algorithm to serve inconsistent creative combinations. A 'Summer Apparel' asset group should have all assets about summer clothing, not a mix of clothing and accessories.
Google rates asset quality from 'Low' to 'Best'. Provide the maximum number of assets in each category (up to 15 headlines, 4 descriptions, 20 images, 5 videos). Headlines should be varied in length and tone. Images must meet size requirements: 1200x628 for landscape, 1200x1200 for square. Avoid text overlays on images — Google penalises them in automated asset testing.
A Performance Max campaign uses a single campaign with multiple asset groups. Each asset group targets a product category or audience segment. The structure is simple but the asset quality is what drives results.
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TPR Media explains Performance Max asset groups for Australian advertisers: the optimal 3 to 8 group range, theme-based organisation principles and the asset quality standards (maximum variety, correct dimensions, no text overlays) that Google rewards.