Bold truth: If Performance Max feels like Google’s power grab… that’s because it is. But hey, that doesn’t mean you need to roll over and let your budget get bulldozed.
Hi, I’m Andy Splichal — author of the Make Each Click Count book series and host of the Make Each Click Count podcast.
Today, I’m pulling back the curtain on a big mystery:
How do you master asset groups in Performance Max while keeping control in an automated world?
Let’s talk strategy, structure, and how not to let Google run your ads like a toddler in a candy store. 🍬🧁
🤖 What’s an Asset Group Anyway?
Think of asset groups like the “new ad groups” in Google’s land of automation.
Each asset group is a bundle of creative elements:
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Headlines
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Descriptions
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Logos
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Images
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Videos
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Product feeds (if synced with Merchant Center)
But here’s the kicker…
Google mixes and matches these across everything — Search, YouTube, Gmail, Discover, Maps, and beyond.
So where’s your control?
🛠️ It lives in how you build your asset groups. And that, my friend, is where the magic (and profitability) happens.
🧩 Step-by-Step: How to Structure Asset Groups for Control & Profit
🎯 Step 1: Segment by Product Type
Let’s say you sell shoes.
Don’t lump men’s, women’s, and accessories together. That’s like cooking a steak, lobster, and pancakes all on one grill. 🔥🐄🦞🥞
Instead:
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Asset Group 1: Men’s Shoes
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Asset Group 2: Women’s Shoes
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Asset Group 3: Accessories
Each group gets:
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Its own creatives
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Its own audience signals
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Its own data
Andy says:
“Put everything in one big bucket, and Google goes full mystery meat on you. Segment it, and you know who’s cooking what.”
🧠 Step 2: Use Audience Signals — Even if Google says “optional”
Audience signals = Google’s version of a cheat sheet.
Add:
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GA4 audience lists (converters, cart abandoners)
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In-market segments
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Custom intent audiences
Examples:
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🎯 Use “Holiday Gift Buyers” for your Q4 campaigns
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🎯 Use “Fashionistas” for new accessory launches
No signals? Then you’re basically telling Google, “Surprise me!”
🌀 Step 3: Segment by Funnel Stage (TOFU, MOFU, BOFU)
Even if you can’t bid differently by funnel stage, you can signal intent with creative.
Break it down:
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TOFU (Top of Funnel): Lifestyle images, catchy hooks, wide audiences
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MOFU (Middle of Funnel): Comparison copy, retargeting visitors
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BOFU (Bottom of Funnel): Offers, urgency, testimonials
🧠 “Raising a PMax campaign is like raising a teen — you can’t control everything, but you can sure as heck set some house rules.”
📊 How to Measure What Google Hides
Performance Max reporting = the Loch Ness of Google Ads. You hear about it, but never see it.
Here’s your spyglass:
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Use custom columns in Google Ads to track asset group conversions
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Check GA4 for conversion by audience
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Monitor asset ratings: “Best,” “Good,” “Low”
🧪 Want to test?
A/B test one variable at a time:
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Swap images in one group
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Change audience signal in another
Run for 2–4 weeks and track real data. Then double down on what’s working.
🧠 The Big Lesson
You don’t have to hand the keys to Google and pray for ROAS.
Here’s how the pros play it:
✅ Break out your asset groups — by product, funnel stage, or both
✅ Use audience signals to guide Google’s learning
✅ Build reports outside the default dashboard
👉 Automation doesn’t mean abdication. The secret weapon in 2025? Smart structure.
💬 Andy’s Proverb of the Day:
“Google drives the car. Your job is to put up guardrails.” 🚗🛑
🧠 7 Quick Q&A (Performance Max + Google Ads Keywords Edition)
1. What is an asset group in Performance Max?
It’s a bundle of creatives (headlines, images, etc.) Google rotates across placements.
2. Can I control where my ads show in Performance Max?
Not directly, but structure and signals influence the results.
3. Why use audience signals if they’re “optional”?
They guide Google’s AI to faster, better decisions.
4. Should I run one campaign or multiple asset groups?
Start with one PMax campaign and split asset groups by product type or funnel stage.
5. Can I track asset group performance?
Use custom columns in Google Ads and GA4. Don’t trust the default views.
6. What’s the best way to test Performance Max?
Change one variable per group — audience, creative, product set.
7. Does Performance Max replace manual campaigns?
For some stores, yes. But for <100 SKUs, manual still works better sometimes.
Need Help with Google Ads? If you’re ready to take your online store’s performance to the next level with Google Shopping Ads but need a helping hand, consider reaching out. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Whether it’s about creating high-performing Shopping Ads or mastering your overall Google Ads strategy, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.