Create a Performance Max Campaign

Stay organized with collections Save and categorize content based on your preferences.

Assuming the required assets are available, there are three steps in creating a Performance Max campaign:

  1. Create a budget.
  2. Create a Performance Max campaign with appropriate bidding strategies.
  3. Create and link an asset group with the required assets.

Create a budget

A Performance Max campaign requires a budget like all other campaigns, but with the following restrictions:

  • The budget must have a DAILY budget period.
  • The budget cannot be shared.

Java

/** Creates a MutateOperation that creates a new CampaignBudget. */
private MutateOperation createCampaignBudgetOperation(long customerId) {
  CampaignBudget campaignBudget =
      CampaignBudget.newBuilder()
          .setName("Performance Max campaign budget #" + getPrintableDateTime())
          // The budget period already defaults to DAILY.
          .setAmountMicros(50_000_000)
          .setDeliveryMethod(BudgetDeliveryMethod.STANDARD)
          // A Performance Max campaign cannot use a shared campaign budget.
          .setExplicitlyShared(false)
          // Set a temporary ID in the budget's resource name, so it can be referenced
          // by the campaign in later steps.
          .setResourceName(ResourceNames.campaignBudget(customerId, BUDGET_TEMPORARY_ID))
          .build();

  return MutateOperation.newBuilder()
      .setCampaignBudgetOperation(
          CampaignBudgetOperation.newBuilder().setCreate(campaignBudget).build())
      .build();
}
      

C#

/// <summary>
/// Creates a MutateOperation that creates a new CampaignBudget.
///
/// A temporary ID will be assigned to this campaign budget so that it can be
/// referenced by other objects being created in the same Mutate request.
/// </summary>
/// <param name="budgetResourceName">The temporary resource name of the budget to
/// create.</param>
/// <returns>A MutateOperation that creates a CampaignBudget.</returns>
private MutateOperation CreateCampaignBudgetOperation(string budgetResourceName)
{
    MutateOperation operation = new MutateOperation
    {
        CampaignBudgetOperation = new CampaignBudgetOperation
        {
            Create = new CampaignBudget
            {
                Name = "Performance Max campaign budget #"
                  + ExampleUtilities.GetRandomString(),

                // The budget period already defaults to DAILY.
                AmountMicros = 50000000,
                DeliveryMethod = BudgetDeliveryMethod.Standard,

                // A Performance Max campaign cannot use a shared campaign budget.
                ExplicitlyShared = false,

                // Set a temporary ID in the budget's resource name so it can be referenced
                // by the campaign in later steps.
                ResourceName = budgetResourceName
            }
        }
    };

    return operation;
}

      

PHP

private static function createCampaignBudgetOperation(int $customerId): MutateOperation
{
    // Creates a mutate operation that creates a campaign budget operation.
    return new MutateOperation([
        'campaign_budget_operation' => new CampaignBudgetOperation([
            'create' => new CampaignBudget([
                // Sets a temporary ID in the budget's resource name so it can be referenced
                // by the campaign in later steps.
                'resource_name' => ResourceNames::forCampaignBudget(
                    $customerId,
                    self::BUDGET_TEMPORARY_ID
                ),
                'name' => 'Performance Max campaign budget #' . Helper::getPrintableDatetime(),
                // The budget period already defaults to DAILY.
                'amount_micros' => 50000000,
                'delivery_method' => BudgetDeliveryMethod::STANDARD,
                // A Performance Max campaign cannot use a shared campaign budget.
                'explicitly_shared' => false
            ])
        ])
    ]);
}
      

Python

def create_campaign_budget_operation(
    client,
    customer_id,
):
    """Creates a MutateOperation that creates a new CampaignBudget.

    A temporary ID will be assigned to this campaign budget so that it can be
    referenced by other objects being created in the same Mutate request.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.

    Returns:
        a MutateOperation that creates a CampaignBudget.
    """
    mutate_operation = client.get_type("MutateOperation")
    campaign_budget_operation = mutate_operation.campaign_budget_operation
    campaign_budget = campaign_budget_operation.create
    campaign_budget.name = f"Performance Max campaign budget #{uuid4()}"
    # The budget period already defaults to DAILY.
    campaign_budget.amount_micros = 50000000
    campaign_budget.delivery_method = (
        client.enums.BudgetDeliveryMethodEnum.STANDARD
    )
    # A Performance Max campaign cannot use a shared campaign budget.
    campaign_budget.explicitly_shared = False

    # Set a temporary ID in the budget's resource name so it can be referenced
    # by the campaign in later steps.
    campaign_budget.resource_name = client.get_service(
        "CampaignBudgetService"
    ).campaign_budget_path(customer_id, _BUDGET_TEMPORARY_ID)

    return mutate_operation
      

Ruby

# Creates a MutateOperation that creates a new CampaignBudget.
#
# A temporary ID will be assigned to this campaign budget so that it can be
# referenced by other objects being created in the same Mutate request.
def create_campaign_budget_operation(client, customer_id)
  client.operation.mutate do |m|
    m.campaign_budget_operation = client.operation.create_resource.campaign_budget do |cb|
      cb.name = "Performance Max campaign budget #{SecureRandom.uuid}"
      # The budget period already defaults to DAILY.
      cb.amount_micros = 50_000_000
      cb.delivery_method = :STANDARD
        # A Performance Max campaign cannot use a shared campaign budget.
        cb.explicitly_shared = false

      # Set a temporary ID in the budget's resource name so it can be referenced
      # by the campaign in later steps.
      cb.resource_name = client.path.campaign_budget(customer_id, BUDGET_TEMPORARY_ID)
    end
  end
end
      

Perl

sub create_campaign_budget_operation {
  my ($customer_id) = @_;

  # Create a mutate operation that creates a campaign budget operation.
  return
    Google::Ads::GoogleAds::V12::Services::GoogleAdsService::MutateOperation->
    new({
      campaignBudgetOperation =>
        Google::Ads::GoogleAds::V12::Services::CampaignBudgetService::CampaignBudgetOperation
        ->new({
          create => Google::Ads::GoogleAds::V12::Resources::CampaignBudget->new(
            {
              # Set a temporary ID in the budget's resource name so it can be
              # referenced by the campaign in later steps.
              resourceName =>
                Google::Ads::GoogleAds::V12::Utils::ResourceNames::campaign_budget(
                $customer_id, BUDGET_TEMPORARY_ID
                ),
              name => "Performance Max campaign budget #" . uniqid(),
              # The budget period already defaults to DAILY.
              amountMicros   => 50000000,
              deliveryMethod => STANDARD,
              # A Performance Max campaign cannot use a shared campaign budget.
              explicitlyShared => "false",
            })})});
}
      

Create the campaign and bidding strategy

With the prerequisite assets and budget, the campaign can now be created.

Performance Max campaigns have an AdvertisingChannelType of PERFORMANCE_MAX. No AdvertisingChannelSubType should be set.

The only supported bidding strategies are:

Portfolio bid strategies created using the BiddingStrategyService are not supported by Performance Max campaigns. Instead of creating multiple campaigns in a portfolio bidding strategy, use fewer campaigns and more asset groups.

Java

/** Creates a MutateOperation that creates a new Performance Max campaign. */
private MutateOperation createPerformanceMaxCampaignOperation(long customerId) {
  Campaign performanceMaxCampaign =
      Campaign.newBuilder()
          .setName("Performance Max campaign #" + getPrintableDateTime())
          // Sets the campaign status as PAUSED. The campaign is the only entity in
          // the mutate request that should have its status set.
          .setStatus(CampaignStatus.PAUSED)
          // All Performance Max campaigns have an advertising_channel_type of
          // PERFORMANCE_MAX. The advertising_channel_sub_type should not be set.
          .setAdvertisingChannelType(AdvertisingChannelType.PERFORMANCE_MAX)
          // Bidding strategy must be set directly on the campaign.
          // Setting a portfolio bidding strategy by resource name is not supported.
          // Max Conversion and Maximize Conversion Value are the only strategies
          // supported for Performance Max campaigns.
          // An optional ROAS (Return on Advertising Spend) can be set for
          // maximize_conversion_value. The ROAS value must be specified as a ratio in
          // the API. It is calculated by dividing "total value" by "total spend".
          // For more information on Maximize Conversion Value, see the support
          // article: http://support.google.com/google-ads/answer/7684216.
          // A targetRoas of 3.5 corresponds to a 350% return on ad spend.
          .setMaximizeConversionValue(
              MaximizeConversionValue.newBuilder().setTargetRoas(3.5).build())
          // Sets the Final URL expansion opt out. This flag is specific to
          // Performance Max campaigns. If opted out (True), only the final URLs in
          // the asset group or URLs specified in the advertiser's Google Merchant
          // Center or business data feeds are targeted.
          // If opted in (False), the entire domain will be targeted. For best
          // results, set this value to false to opt in and allow URL expansions. You
          // can optionally add exclusions to limit traffic to parts of your website.
          .setUrlExpansionOptOut(false)
          // Assigns the resource name with a temporary ID.
          .setResourceName(
              ResourceNames.campaign(customerId, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID))
          // Sets the budget using the given budget resource name.
          .setCampaignBudget(ResourceNames.campaignBudget(customerId, BUDGET_TEMPORARY_ID))
          // Optional fields.
          .setStartDate(new DateTime().plusDays(1).toString("yyyyMMdd"))
          .setEndDate(new DateTime().plusDays(365).toString("yyyyMMdd"))
          .build();

  return MutateOperation.newBuilder()
      .setCampaignOperation(
          CampaignOperation.newBuilder().setCreate(performanceMaxCampaign).build())
      .build();
}
      

C#

/// Creates a MutateOperation that creates a new Performance Max campaign.
/// <param name="campaignResourceName">The campaign resource name.</param>
/// <param name="campaignBudgetResourceName">The campaign budget resource name.</param>
/// <returns>A MutateOperations that will create this new campaign.</returns>
private MutateOperation CreatePerformanceMaxCampaignOperation(
    string campaignResourceName,
    string campaignBudgetResourceName)
{
    MutateOperation operation = new MutateOperation()
    {
        CampaignOperation = new CampaignOperation()
        {
            Create = new Campaign()
            {
                Name = "Performance Max campaign #" + ExampleUtilities.GetRandomString(),

                // Set the campaign status as PAUSED. The campaign is the only entity in
                // the mutate request that should have its status set.
                Status = CampaignStatus.Paused,

                // All Performance Max campaigns have an AdvertisingChannelType of
                // PerformanceMax. The AdvertisingChannelSubType should not be set.
                AdvertisingChannelType = AdvertisingChannelType.PerformanceMax,

                // Bidding strategy must be set directly on the campaign. Setting a
                // portfolio bidding strategy by resource name is not supported. Max
                // Conversion and Maximize Conversion Value are the only strategies
                // supported for Performance Max campaigns. BiddingStrategyTYpe is
                // read-only and cannot be set by the API. An optional ROAS (Return on
                // Advertising Spend) can be set to enable the MaximizeConversionValue
                // bidding strategy. The ROAS value must be specified as a ratio in the API.
                // It is calculated by dividing "total value" by "total spend".
                //
                // For more information on Maximize Conversion Value, see the support
                // article:
                // http://support.google.com/google-ads/answer/7684216.
                //
                // A target_roas of 3.5 corresponds to a 350% return on ad spend.
                MaximizeConversionValue = new MaximizeConversionValue()
                {
                    TargetRoas = 3.5
                },

                // Set the Final URL expansion opt out. This flag is specific to
                // Performance Max campaigns. If opted out (True), only the final URLs in
                // the asset group or URLs specified in the advertiser's Google Merchant
                // Center or business data feeds are targeted.
                // If opted in (False), the entire domain will be targeted. For best
                // results, set this value to false to opt in and allow URL expansions. You
                // can optionally add exclusions to limit traffic to parts of your website.
                UrlExpansionOptOut = false,

                // Use the temporary resource name created earlier
                ResourceName = campaignResourceName,

                // Set the budget using the given budget resource name.
                CampaignBudget = campaignBudgetResourceName,

                // Optional fields
                StartDate = DateTime.Now.AddDays(1).ToString("yyyyMMdd"),
                EndDate = DateTime.Now.AddDays(365).ToString("yyyyMMdd")
            }
        }
    };

    return operation;
}

      

PHP

private static function createPerformanceMaxCampaignOperation(int $customerId): MutateOperation
{
    // Creates a mutate operation that creates a campaign operation.
    return new MutateOperation([
        'campaign_operation' => new CampaignOperation([
            'create' => new Campaign([
                'name' => 'Performance Max campaign #' . Helper::getPrintableDatetime(),
                // Assigns the resource name with a temporary ID.
                'resource_name' => ResourceNames::forCampaign(
                    $customerId,
                    self::PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID
                ),
                // Sets the budget using the given budget resource name.
                'campaign_budget' => ResourceNames::forCampaignBudget(
                    $customerId,
                    self::BUDGET_TEMPORARY_ID
                ),
                // The campaign is the only entity in the mutate request that should have its
                // status set.
                // Recommendation: Set the campaign to PAUSED when creating it to prevent
                // the ads from immediately serving.
                'status' => CampaignStatus::PAUSED,
                // All Performance Max campaigns have an advertising_channel_type of
                // PERFORMANCE_MAX. The advertising_channel_sub_type should not be set.
                'advertising_channel_type' => AdvertisingChannelType::PERFORMANCE_MAX,

                // Bidding strategy must be set directly on the campaign.
                // Setting a portfolio bidding strategy by resource name is not supported.
                // Max Conversion and Maximize Conversion Value are the only strategies
                // supported for Performance Max campaigns.
                // An optional ROAS (Return on Advertising Spend) can be set for
                // maximize_conversion_value. The ROAS value must be specified as a ratio in
                // the API. It is calculated by dividing "total value" by "total spend".
                // For more information on Maximize Conversion Value, see the support
                // article: http://support.google.com/google-ads/answer/7684216.
                // A target_roas of 3.5 corresponds to a 350% return on ad spend.
                'maximize_conversion_value' => new MaximizeConversionValue([
                    'target_roas' => 3.5
                ]),

                // Sets the Final URL expansion opt out. This flag is specific to
                // Performance Max campaigns. If opted out (true), only the final URLs in
                // the asset group or URLs specified in the advertiser's Google Merchant
                // Center or business data feeds are targeted.
                // If opted in (false), the entire domain will be targeted. For best
                // results, set this value to false to opt in and allow URL expansions. You
                // can optionally add exclusions to limit traffic to parts of your website.
                'url_expansion_opt_out' => false,

                // Optional fields.
                'start_date' => date('Ymd', strtotime('+1 day')),
                'end_date' => date('Ymd', strtotime('+365 days'))
            ])
        ])
    ]);
}
      

Python

def create_performance_max_campaign_operation(
    client,
    customer_id,
):
    """Creates a MutateOperation that creates a new Performance Max campaign.

    A temporary ID will be assigned to this campaign so that it can
    be referenced by other objects being created in the same Mutate request.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.

    Returns:
        a MutateOperation that creates a campaign.
    """
    mutate_operation = client.get_type("MutateOperation")
    campaign = mutate_operation.campaign_operation.create
    campaign.name = f"Performance Max campaign #{uuid4()}"
    # Set the campaign status as PAUSED. The campaign is the only entity in
    # the mutate request that should have its status set.
    campaign.status = client.enums.CampaignStatusEnum.PAUSED
    # All Performance Max campaigns have an advertising_channel_type of
    # PERFORMANCE_MAX. The advertising_channel_sub_type should not be set.
    campaign.advertising_channel_type = (
        client.enums.AdvertisingChannelTypeEnum.PERFORMANCE_MAX
    )
    # Bidding strategy must be set directly on the campaign.
    # Setting a portfolio bidding strategy by resource name is not supported.
    # Max Conversion and Maximize Conversion Value are the only strategies
    # supported for Performance Max campaigns.
    # An optional ROAS (Return on Advertising Spend) can be set for
    # maximize_conversion_value. The ROAS value must be specified as a ratio in
    # the API. It is calculated by dividing "total value" by "total spend".
    # For more information on Maximize Conversion Value, see the support
    # article: http://support.google.com/google-ads/answer/7684216.
    # A target_roas of 3.5 corresponds to a 350% return on ad spend.
    campaign.bidding_strategy_type = (
        client.enums.BiddingStrategyTypeEnum.MAXIMIZE_CONVERSION_VALUE
    )
    campaign.maximize_conversion_value.target_roas = 3.5

    # Set the Final URL expansion opt out. This flag is specific to
    # Performance Max campaigns. If opted out (True), only the final URLs in
    # the asset group or URLs specified in the advertiser's Google Merchant
    # Center or business data feeds are targeted.
    # If opted in (False), the entire domain will be targeted. For best
    # results, set this value to false to opt in and allow URL expansions. You
    # can optionally add exclusions to limit traffic to parts of your website.
    campaign.url_expansion_opt_out = False

    # Assign the resource name with a temporary ID.
    campaign_service = client.get_service("CampaignService")
    campaign.resource_name = campaign_service.campaign_path(
        customer_id, _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID
    )
    # Set the budget using the given budget resource name.
    campaign.campaign_budget = campaign_service.campaign_budget_path(
        customer_id, _BUDGET_TEMPORARY_ID
    )

    # Optional fields
    campaign.start_date = (datetime.now() + timedelta(1)).strftime("%Y%m%d")
    campaign.end_date = (datetime.now() + timedelta(365)).strftime("%Y%m%d")

    return mutate_operation
      

Ruby

# Creates a MutateOperation that creates a new Performance Max campaign.
#
# A temporary ID will be assigned to this campaign so that it can
# be referenced by other objects being created in the same Mutate request.
def create_performance_max_campaign_operation(client, customer_id)
  client.operation.mutate do |m|
    m.campaign_operation = client.operation.create_resource.campaign do |c|
      c.name = "Performance Max campaign #{SecureRandom.uuid}"
      # Set the campaign status as PAUSED. The campaign is the only entity in
      # the mutate request that should have its status set.
      c.status = :PAUSED
      # All Performance Max campaigns have an advertising_channel_type of
      # PERFORMANCE_MAX. The advertising_channel_sub_type should not be set.
      c.advertising_channel_type = :PERFORMANCE_MAX
      # Bidding strategy must be set directly on the campaign.
      # Setting a portfolio bidding strategy by resource name is not supported.
      # Max Conversion and Maximize Conversion Value are the only strategies
      # supported for Performance Max campaigns.
      # An optional ROAS (Return on Advertising Spend) can be set for
      # maximize_conversion_value. The ROAS value must be specified as a ratio in
      # the API. It is calculated by dividing "total value" by "total spend".
      # For more information on Maximize Conversion Value, see the support
      # article: http://support.google.com/google-ads/answer/7684216.
      # A target_roas of 3.5 corresponds to a 350% return on ad spend.
      c.bidding_strategy_type = :MAXIMIZE_CONVERSION_VALUE
      c.maximize_conversion_value = client.resource.maximize_conversion_value do |mcv|
        mcv.target_roas = 3.5
      end
      # Set the Final URL expansion opt out. This flag is specific to
      # Performance Max campaigns. If opted out (true), only the final URLs in
      # the asset group or URLs specified in the advertiser's Google Merchant
      # Center or business data feeds are targeted.
      # If opted in (false), the entire domain will be targeted. For best
      # results, set this value to false to opt in and allow URL expansions. You
      # can optionally add exclusions to limit traffic to parts of your website.
      c.url_expansion_opt_out = false

      # Assign the resource name with a temporary ID.
      c.resource_name = client.path.campaign(customer_id, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID)
      # Set the budget using the given budget resource name.
      c.campaign_budget = client.path.campaign_budget(customer_id, BUDGET_TEMPORARY_ID)

      # Optional fields
      c.start_date = DateTime.parse((Date.today + 1).to_s).strftime('%Y%m%d')
      c.end_date = DateTime.parse(Date.today.next_year.to_s).strftime('%Y%m%d')
    end
  end
end
      

Perl

sub create_performance_max_campaign_operation {
  my ($customer_id) = @_;

  # Create a mutate operation that creates a campaign operation.
  return
    Google::Ads::GoogleAds::V12::Services::GoogleAdsService::MutateOperation->
    new({
      campaignOperation =>
        Google::Ads::GoogleAds::V12::Services::CampaignService::CampaignOperation
        ->new({
          create => Google::Ads::GoogleAds::V12::Resources::Campaign->new({
              # Assign the resource name with a temporary ID.
              resourceName =>
                Google::Ads::GoogleAds::V12::Utils::ResourceNames::campaign(
                $customer_id, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID
                ),
              name => "Performance Max campaign #" . uniqid(),
              # Set the budget using the given budget resource name.
              campaignBudget =>
                Google::Ads::GoogleAds::V12::Utils::ResourceNames::campaign_budget(
                $customer_id, BUDGET_TEMPORARY_ID
                ),
              # Set the campaign status as PAUSED. The campaign is the only entity in
              # the mutate request that should have its status set.
              status =>
                Google::Ads::GoogleAds::V12::Enums::CampaignStatusEnum::PAUSED,
              # All Performance Max campaigns have an advertisingChannelType of
              # PERFORMANCE_MAX. The advertisingChannelSubType should not be set.
              advertisingChannelType => PERFORMANCE_MAX,

              # Bidding strategy must be set directly on the campaign.
              # Setting a portfolio bidding strategy by resource name is not supported.
              # Max Conversion and Maximize Conversion Value are the only strategies
              # supported for Performance Max campaigns.
              # An optional ROAS (Return on Advertising Spend) can be set for
              # maximizeConversionValue. The ROAS value must be specified as a ratio in
              # the API. It is calculated by dividing "total value" by "total spend".
              # For more information on Maximize Conversion Value, see the support
              # article: http://support.google.com/google-ads/answer/7684216.
              # A targetRoas of 3.5 corresponds to a 350% return on ad spend.
              maximizeConversionValue =>
                Google::Ads::GoogleAds::V12::Common::MaximizeConversionValue->
                new({
                  targetRoas => 3.5
                }
                ),

              # Set the final URL expansion opt out. This flag is specific to
              # Performance Max campaigns. If opted out (true), only the final URLs in
              # the asset group or URLs specified in the advertiser's Google Merchant
              # Center or business data feeds are targeted.
              # If opted in (false), the entire domain will be targeted. For best
              # results, set this value to false to opt in and allow URL expansions. You
              # can optionally add exclusions to limit traffic to parts of your website.
              urlExpansionOptOut => "false",

              # Optional fields.
              startDate => strftime("%Y%m%d", localtime(time + 60 * 60 * 24)),
              endDate   =>
                strftime("%Y%m%d", localtime(time + 60 * 60 * 24 * 365)),
            })})});
}
      

See asset groups for instructions on how to create and link an asset group.

Optional: Conversion goals

If conversion goals are not explicitly set for the campaign, it defaults to using customer-level conversion goals.

Optional: Final URL expansion

URL expansion helps you optimize the performance of your Performance Max campaigns. Use URL expansion to replace your final URL with a more relevant landing page and dynamic headline based on customers' intent. By default, URL expansion is:

  • Off, if product filters are applied.
  • On, when targeting all products.

Set the Campaign.final_url_expansion_opt_out to change these defaults.

Use WEBPAGE campaign criteria to set URL expansion exclusions.