In Performance Max campaigns, “asset groups” are a crucial element contributing to the success and effectiveness of advertising strategies. They encompass various elements designed to present products or services and, of course, appeal to as wide an audience as possible.

Among the fundamental assets is the e-shop’s or brand’s logo, which, besides increasing brand awareness, helps establish a connection with its identity. Another crucial element is images, which serve to visually captivate the target audience and present products or services in an attractive light. Likewise, textual assets such as headlines, captions, or advertising texts have a key impact on communicating with users and persuading them to take the desired action (such as purchasing a product or filling out a form). Well-crafted texts have the potential to significantly influence campaign success and improve conversion rates. Other assets may include reviews, references, or product ratings, providing credible information while supporting users’ decision-making processes.

Google and Assets in Performance Max Campaigns

Google strongly recommends filling out all relevant assets within each Performance Max campaign. These assets serve as the foundation for the effective functioning of the campaign, helping algorithmic systems better understand and process data. By completing them, you provide the Google platform with more information about your brand, product, or service, subsequently ensuring the display of your campaign across all Google networks. This allows you to bring conversions from multiple networks, thereby achieving better targeting of advertising impressions.

At the same time, Google often recommends increasing budgets for Performance Max campaigns, especially if you fill out all relevant assets. Increasing the budget can help the campaign reach a wider audience and increase the number of conversions. The current dynamics of online advertising, along with the competitive environment, require flexibility and adaptation to changing conditions, including budget conditions tailored based on campaign results and effectiveness. Increasing the budget represents a suitable strategy, especially for companies looking to achieve their goals faster and maximize the results of advertising campaigns. However, it is important to monitor the campaign’s performance and adjust the budget according to needs and results.

Limited Budget for P.MAX Campaigns?

The fact is that many e-shops, especially smaller or medium-sized ones, have a relatively limited budget for Performance Max (P.MAX) campaigns. In these situations, we often encounter various problems related to incorrect ad display, lack of data, or the inability to evaluate from which network the user placed the order. Simply put, a restricted budget equals restricted functioning of the algorithm in a Performance Max campaign.

Even though your budget may indeed be limited, there is a way to effectively utilize it for your campaign assets. The primary recommendation, and indeed the most crucial one, revolves around choosing the most suitable bidding strategy for the Performance Max campaign ‚Äď either maximizing conversion value or maximizing conversions.

  • Maximizing Conversion Value: Google will primarily display expensive products (risk of non-purchase in the case of less popular e-shops)

  • Maximizing Conversions: Google will primarily display inexpensive products (aiming for the highest number of purchases)

Creating P.MAX Campaigns Without Assets

It’s possible, of course, to create P.MAX campaigns without filling out assets. This option is offered, for instance, by tools like BlueWinston, where your advertising is focused solely on Shopping Ads in the Google search engine. However, this approach can still yield significant results, such as improving ROAS (Return on Advertising Spend) or reducing PNO (Product Not Ordered) rates.

Overall, though, creating Performance Max campaigns without relevant assets may lead to reduced effectiveness and success of the advertising strategy. Not only can campaigns without assets appear impersonal and unconvincing, but it’s also highly likely that they will only be available for a limited time, requiring assets to be added for proper functionality.


Ultimately, whether you launch P.MAX campaigns “with” or “without” assets is up to you. However, correctly chosen and effectively utilized assets are often a key element of the success of Performance Max campaigns. They contribute to the attractiveness of advertising messages, reach the target audience, and support conversions. Optimizing and regularly updating them is essential for maintaining competitiveness and the success of advertising campaigns. One possible solution is to create P.MAX campaigns within BlueWinston, where, similar to Google Ads, you can fill in logos, images, texts, YouTube videos, etc. You can also take advantage of advanced product filtering options in BlueWinston, enabling you to individually or collectively track underperforming products based on acquired data.