In a Performance Max asset group, the call to action is set to Automated unless you change it. Google's asset specs say exactly that: "Automated by default, or select from a list", one call to action per asset group. In one of our own PMax campaigns, Automated meant no call to action showed at all, and we only found out through Google support. So we now pick one explicitly in every asset group.
What happened
We had left the call to action on Automated in one of our PMax campaigns. In a session with Google support, we learned the campaign hadn't shown a call to action, and the reason given was that it was set to Automated. Automated reads like Google picking the best option for you. In that campaign, it picked nothing.
The week after, on a mentoring call, we were building a PMax campaign with a B2B software company whose conversion was a demo request. When we got to the call to action, there was no demo option in the list. We chose Book now rather than leave it on Automated, and told them why.
What Google documents, and what it doesn't
- The default is Automated. Google's text asset specs for Performance Max list the call to action as "Automated by default, or select from a list".
- One per asset group. Google's asset group requirements say to add 1 call to action, and the Google Ads API caps it at one per asset group. A campaign with several asset groups has several settings to check.
- The list is fixed. The Google Ads API defines the call-to-action types: Apply now, Book now, Buy now, Contact us, Donate now, Download, Get quote, Learn more, Order now, Play now, See more, Shop now, Sign up, Start now, Subscribe, Visit site and Watch now. There's no "Book a demo".
- What Automated does isn't spelled out. We couldn't find a Google page that explains how Automated chooses a call to action, or that says one will always appear.
To be fair to Google: one support conversation doesn't prove Automated never shows a call to action. It showed that it can happen, which is enough reason not to leave it to chance.
How we set it now
- Choose one deliberately. Pick the option closest to what the landing page asks people to do. For a demo request, that was Book now on our call.
- Check every asset group. Including new ones you add later, since Google's default is Automated.
- Look before you trust it. Google says you can use Ad Preview to review possible image and text combinations across channels. If something looks missing, ask Google support. That's how we found out.
This is one line in our Performance Max guide, under the assets you control. It's worth its own page because it's a default and it costs nothing to fix. For B2B lead gen, it sits alongside the bigger fixes in fencing PMax spam leads: tell the campaign exactly what you want people to do, at every step you still control.
The takeaways
- The PMax call to action is Automated by default. You get one per asset group.
- In one of our campaigns, Google support confirmed no call to action showed because it was set to Automated.
- Google doesn't document how Automated chooses, or that it always shows one.
- Pick a call to action yourself in every asset group, matched to what the landing page asks for.
Common questions
What is the default call to action in Performance Max?
Automated. Google's text asset specifications for Performance Max list the call to action as Automated by default, or selected from a list, and each asset group takes one call to action.
Can the Automated call to action result in no call to action showing?
It did in one of our own PMax campaigns: Google support told us the campaign hadn't shown a call to action because it was set to Automated. Google's documentation doesn't explain how Automated chooses a call to action or say that one will always appear, so we set it ourselves.
What call to action options does Performance Max have?
The Google Ads API lists Apply now, Book now, Buy now, Contact us, Donate now, Download, Get quote, Learn more, Order now, Play now, See more, Shop now, Sign up, Start now, Subscribe, Visit site and Watch now. There is no demo-specific option, so for demo requests we use Book now.
Is the call to action set per campaign or per asset group?
Per asset group. Google's asset group requirements include one call to action, and the Google Ads API allows a maximum of one per asset group, so each asset group in a campaign needs its own check.
How can I check what my PMax ads look like?
Google says you can use Ad Preview to review possible image and text combinations across the channels Performance Max serves on. If you suspect an element isn't showing, Google support can check the campaign, which is how we found our missing call to action.