What lives in an asset group
Each asset group bundles creative assets plus an audience signal around one theme or product line. Performance Max mixes those assets into ads for Search, Display, YouTube, Gmail, Discover, and Maps automatically.
How to structure them
Split asset groups by theme, product category, or margin, so you can feed each a relevant audience signal and read performance in a way that is not fully blended. It is the main structural lever you still control inside PMax, where campaign-level placement exclusions still do not exist and much of the targeting is automated.
Common questions
What is an asset group in Performance Max?
A themed set of headlines, descriptions, images, videos, and an audience signal that Performance Max uses to build ads across all Google inventory. It is roughly PMax's version of an ad group.
How many asset groups should a PMax campaign have?
Enough to separate distinct themes, product lines, or margin tiers so each gets relevant assets and an audience signal, without splitting so finely that none gets enough data to learn.