Performance Max Optimizations

Page Summary

This guide provides optimization tips for Performance Max campaigns, including those created by the Google Ads API.
Asset groups can be optimized by reviewing Ad Strength and Asset Coverage reports, which provide recommended actions to improve ad strength.
Final URL expansion, which helps optimize performance by replacing your final URL with a more relevant landing page and dynamic headline, can be opted in or out of using specific settings.
You can set URL expansion exclusions using WEBPAGE campaign criteria and view or remove automatically created URL expansion assets.

This guide covers optimization tips to help you get the most out of your Performance Max campaigns.

Campaign optimization

We recommend enabling all automated created asset settings to maximize the performance of your Performance Max campaigns. For details on how to manage these settings, see the asset automation settings guide.

For the different business objectives that can be achieved through Performance Max campaigns, check out our optimization tips for Performance Max. These tips are equally applicable to Performance Max campaigns created by the Google Ads API.

Asset group optimization

To optimize your asset groups, review their Ad Strength and Asset Coverage report. You can access this report using the asset_coverage field on the AssetGroup resource which contains recommended ad_strength_action_items to improve the ad_strength.

SELECT
  asset_group.ad_strength,
  asset_group.asset_coverage
FROM asset_group
WHERE asset_group.resource_name = "customers/CUSTOMER_ID/assetGroups/ASSET_GROUP_ID"

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 turned on for all Performance Max campaigns.

Beginning in v22, you can opt in or out of final URL expansion using the FINAL_URL_EXPANSION_TEXT_ASSET_AUTOMATION asset automation type in the campaign's assetAutomationSettings. See the asset automation settings guide for details. For versions before v22, you can opt out of final URL expansion by setting Campaign.final_url_expansion_opt_out to true.

If you enable final URL expansion, that also enables text asset automation. Google will dynamically generate text assets (headlines and descriptions) to match the content of the dynamically selected landing pages, and you cannot opt out of this text automation if final URL expansion is active.

In contrast, the separate TEXT_ASSET_AUTOMATION setting (text customization) allows Google to create customized text assets using your existing ads, landing page copy, and generative AI across your campaign's ads, even when final URL expansion does not occur.

Use WEBPAGE campaign criteria to set URL expansion exclusions.

To view any automatically created assets that the final URL expansion setting creates, use the final_url_expansion_asset_view. You can remove an automatically created URL expansion asset using the AutomaticallyCreatedAssetRemovalService.

Batch processing

Troubleshooting