Performance Max Assets Guide For Business Owners In Singapore

You’ve likely encountered Performance Max assets if you run digital marketing campaigns through Google Ads. These key components drive visibility and conversions across Google’s entire inventory. 

These assets aren’t just creative elements; they’re the building blocks that fuel automation, audience targeting, and ad personalisation. Every asset, from headlines and images to videos and calls to action, affects how your brand appears across channels like Search, Display, YouTube, Gmail, and Discover. Understanding how to optimise and test Performance Max assets can make all the difference in your campaign outcomes. 

In this article, you’ll uncover these assets, why they matter, and what your marketing strategy’s latest updates in 2025 mean.

Key Takeaways: 

• Build well-structured asset groups by product or audience to improve relevance and optimise ad delivery.
• Provide a full range of high-quality text, image, and video assets to give Google’s AI more creative combinations to test.
• Follow specifications for each asset type and refresh underperforming creatives regularly to maintain performance.
• Avoid common mistakes like mixing messages in one asset group or relying solely on auto-generated assets.
• Use audience signals and asset diagnostics to guide optimisation and support smarter campaign decisions.

Types of Performance Max Assets

Image Credit: Google

To fully harness the potential of Google’s Performance Max campaigns, you must understand the different types of assets and how they each contribute to performance. These assets are the creative elements Google’s AI draws from to assemble personalised ads tailored to your audience and platform:

• Text Assets include headlines, long headlines, descriptions, and business names. They drive your brand’s messaging and relevance. Crafting variations helps Google’s machine learning find the best combinations to match user intent.
• Image Assets are essential for display placements, including YouTube and Gmail. High-quality, contextually relevant images can significantly improve engagement, especially since Google recommends at least 3 to 5 images of different aspect ratios to maximise inventory coverage.
• Video Assets are increasingly important as video content dominates consumer attention. If you don’t upload a video, Google will auto-generate one—usually with subpar branding—so it’s in your best interest to provide your own. According to Google, marketers who add video assets to their Performance Max campaigns see up to 20% more conversions at a similar cost per action (CPA) (source).
• Call-to-action (CTA) Assets help drive users to convert. You can use dynamic CTAs or customise them based on your offer, creating more urgency or relevance.
• Business Logos and Names are crucial for brand consistency, helping users recognise your company across the web.

Each asset type plays a distinct role, and strategically combining them ensures that Google’s AI can generate the most relevant ads across Search, Display, YouTube, and other platforms.

Performance Max Image Assets 

Image assets are a cornerstone of Performance Max campaigns, especially when your ads appear on visually driven platforms like YouTube, Display Network, and Gmail. To maximise the potential of your image creatives, you must meet specific requirements and follow creative best practices that align with Google’s automation.

Specifications are non-negotiable. Google requires images in three aspect ratios:

• Landscape (1.91:1) – at least 1200 x 628 pixels
• Square (1:1) – at least 300 x 300 pixels
• Portrait (4:5) – at least 960 x 1200 pixels

Avoid text overlays that exceed 20% of the image space, and ensure your images are high-resolution with no excessive borders, watermarks, or filters. Google’s system favours clean, professional visuals that align with your landing page content.

Best Practices

Always provide at least 3–5 unique images per aspect ratio to give Google’s AI more to work with. Images should represent your product, service, or brand experience. Including lifestyle imagery—rather than just product shots—can improve engagement and click-through rates.

Also, consider seasonal or local variations. For Singapore-based campaigns, showcasing images reflecting local culture, festivals, or environments can make your ads more relatable. Google now also allows AI-generated image enhancements, letting you adjust backgrounds or edit product placements within the ad platform. However, using custom, brand-approved images still yields better control and consistency.

Performance Max Video Assets

Video assets are no longer optional in Performance Max campaigns. They’re a powerful way to elevate your brand and boost conversions on channels like YouTube and Discover. If you don’t supply a video, Google will auto-generate one using your images and text assets. However, these default versions often lack polish and may not reflect your brand identity, affecting user perception.

To avoid this, you should upload your videos that meet Google’s specifications:

• Aspect ratios: Horizontal (16:9), Vertical (9:16), and Square (1:1)
• Recommended length: 10 to 30 seconds
• File format: .mp4 or .mov
• Max file size: 1GB
• Resolution: At least 720p (HD), though 1080p is preferred

Videos should capture attention within the first 5 seconds and communicate your core message early. Include subtitles, especially for Singaporean audiences, where multilingual users may view videos on mute. Don’t rely solely on music—your visuals and copy must convey value independently.

Best Practices

Create video versions tailored to your key value propositions for the best results. Lifestyle scenes showing real-world usage tend to outperform generic animations or stock footage. According to a Google study, advertisers who add high-quality video assets to their PMax campaigns see better conversions. Use this key asset to your advantage.

Performance Max Text Assets

Text assets form the foundation of your messaging in Performance Max campaigns. They determine how your brand communicates with potential customers across Google’s ecosystem—Search, Display, YouTube, Gmail and Discover. When used effectively, these assets help Google’s machine learning select the right message for the right audience at the right moment. You’ll need to provide several types of text assets:

• Headlines (short): Up to 5, each with a maximum of 30 characters.
• Long Headline: One is required, with a maximum of 90 characters.
• Descriptions: Up to 5, each with a maximum of 90 characters.
• Business Name: Up to 25 characters.
• Call-to-Action Text (optional): Choose from Google’s list or let the system auto-optimise.

Best Practices:

To maximise performance, ensure each text asset highlights a unique value proposition or benefit. Avoid repeating the same phrasing across multiple headlines or descriptions. For example, if you’re a digital agency, one headline could emphasise speed (“Launch campaigns in 48 hours”) and another on results (“Boost ROI by 40%”).

Google recommends using plain, concise language instead of jargon. Including numerical proof points or urgency (e.g., “Free trial ends Sunday”) drives better engagement. You should also ensure that your text assets match the tone and content of your landing page to increase ad relevance and Quality Scores.

Finally, test combinations frequently. Performance Max automatically rotates and serves top-performing text combinations, so refreshing underperforming assets every few weeks is a good habit.

Asset Groups and Their Importance

Asset groups are the structural core of Performance Max campaigns. Think of them as mini-campaigns within a campaign. Each is a collection of creative assets (text, images, video, logo, call to action, and audience signals) that promote a specific product, service, or theme.

Unlike traditional ad groups, where ads are matched based on keywords, asset groups allow Google’s automation to test and combine your creatives across all eligible placements using machine learning. Create multiple asset groups if you offer different services or cater to distinct audience segments. For example, a digital marketing agency offering SEO and PPC should have separate asset groups.

This matters because Google’s AI uses the content within an asset group to determine which message to show, to whom, and where. If your creatives are too broad or unrelated, your campaign may underperform due to mixed signals. A well-structured asset group:

• Keeps messaging relevant and targeted
• Enhances ad performance by aligning assets with specific audience intents
• Enables more precise performance insights and easier optimisation

By segmenting your offerings into specific asset groups, you give Google better signals—resulting in higher engagement, improved Quality Scores, and lower CPAs.

How to Set Up and Manage Assets for Performance Max

Setting up and managing assets in a Performance Max campaign is a strategic process determining how your ads are displayed across Google’s inventory. This gives Google’s AI the best chance to deliver high-performing combinations tailored to your goals.

Head to your Google Ads account and choose Performance Max as your campaign type. After selecting your objective (e.g. sales, leads, or website traffic), you’ll be prompted to set up your Asset Groups—the core of your campaign’s creative engine.

Here’s a step-by-step guide:

• Step 1: Create Your Asset Group: Each group should focus on one product, service, or audience. Add a name that reflects this focus (e.g. “SEO Services – B2B” or “Hari Raya Promo”).
• Step 2: Upload Your Assets
  • Text: Add up to five short headlines, one long headline, up to five descriptions, and your business name.
  • Images: Upload high-quality assets in the required aspect ratios (1.91:1, 1:1, and 4:5).
  • Videos: If available, upload original branded videos; otherwise, Google may auto-generate them.
  • Logos: Add in square and landscape formats.
  • Call-to-Action (CTA): Choose between manual or let Google select the best one based on context.
• Step 3: Add Audience Signals (Optional but Recommended): While Performance Max finds audiences using AI, giving it a head start with custom segments, remarketing lists, or keyword themes speeds up learning and improves relevance.
• Step 4: Set Your Budget & Bidding Strategy: Choose a bidding goal (e.g. maximise conversions or conversion value) and set a daily budget.
• Step 5: Review & Launch: Google will preview possible ad combinations. Once satisfied, publish your campaign. You can later monitor performance at the asset group level and replace underperforming assets without restarting the campaign.
  

Managing Your Assets

Regular reviews are key. Check asset diagnostics for “Low” performance ratings. Refresh underperforming creatives every 2–4 weeks to keep the system learning and optimising.

Common Mistakes to Avoid with Performance Max Assets

Even with powerful automation behind Performance Max campaigns, the quality and setup of your assets play a critical role in your results. Many marketers overlook key details or make assumptions that limit performance—leading to poor return on ad spend or ineffective delivery across placements.

• One of the most frequent mistakes is uploading too few or generic assets. Google’s system thrives on variety. You limit how well the AI can test and learn if you only provide one or two headlines or images. Always aim to upload diverse creatives for each format—especially in text, photo, and video.
• Another common pitfall is mixing unrelated products or services in the same asset group. This confuses Google’s learning model and results in disjointed ad combinations—segment asset groups by product lines, services, or audience types to keep messaging focused and relevant.
• Neglecting video is another big miss. If you don’t upload a video, Google will auto-generate one using your text and image assets. These often lack polish and may not represent your brand accurately. Even a short 10-second branded clip can drastically improve engagement.
• Failing to refresh underperforming assets is also costly. Google flags low-performing creatives, but many marketers leave them untouched. Review asset diagnostics weekly, swap out weak performers, and monitor impact.
• Lastly, avoid using inconsistent messaging or tone across your asset types. If your headline says, “Premium Design, Local Price,” but your description focuses on corporate services, it sends mixed signals to users and the algorithm.

Start Improving Your Campaigns With Performance Max Assets

Harnessing the full power of Performance Max assets is no longer optional if you want to compete effectively across Google’s platforms. By building strong asset groups, following creative best practices, and avoiding common mistakes, you give your campaigns the edge they need to perform at scale. However, while the tools are powerful, using them strategically requires expertise.

If you’re ready to expand your campaigns, consider working with MediaOne, Singapore’s trusted partner for digital marketing success. From asset strategy to ongoing optimisation, we’ll help you unlock the full potential of Performance Max assets and drive measurable results.

Frequently Asked Questions

What is the difference between Google Shopping ads and Performance Max?

Google Shopping ads focus solely on product listings in the Shopping tab, while Performance Max campaigns run across multiple Google channels, including Search, Display, YouTube, and Discover. PMax uses AI to optimise placements automatically, whereas Shopping ads require more manual adjustments.

What are the disadvantages of PMax?

Performance Max offers automation but lacks granular control over targeting and bidding compared to manual campaign types. Advertisers may face data transparency and creative fatigue challenges, making it harder to fine-tune performance. Regular monitoring and strategic AI integration can mitigate these limitations.

What is the minimum budget for Performance Max Google Ads?

There is no fixed minimum budget, but a daily budget of at least SGD 20–50 is recommended for testing effectiveness. Google’s AI requires sufficient data to optimise performance, so smaller budgets may lead to slower learning and results.

How long does it take for PMax to work?

Performance Max campaigns typically require 2–4 weeks to optimise as Google’s AI gathers data and refines targeting. During this learning phase, performance may fluctuate, so advertisers should avoid making drastic changes too soon.

What is a reasonable monthly budget for Google Ads?

A reasonable starting budget depends on business goals, industry, and competition. For SMEs in Singapore, a monthly budget of SGD 1,500–3,000 is standard, while larger businesses may invest SGD 5,000 or more for better reach and conversions.