One of the most common goals among advertisers is to encourage customers to
pursue a specific action to achieve a goals such as generating sales or leads.
In the Google Ads API, Performance Max campaigns for online sales or lead generation
are often referred to as *standard* Performance Max campaigns.

> [!NOTE]
> **Note:** If you want to use a Merchant Center feed, see [Performance Max for online sales with a product feed (retail)](https://developers.google.com/google-ads/api/performance-max/retail).

The steps for creating a standard Performance Max campaign are outlined in the
[Get started guide](https://developers.google.com/google-ads/api/performance-max/getting-started?type=standard) and are more
thoroughly detailed in the [Structure requests guide](https://developers.google.com/google-ads/api/performance-max/structure-requests). At a
high level, the resources required to create a valid, serving Performance Max
campaign for online sales or lead generation include

- `CampaignBudget`
- `Campaign`
- `CampaignAssets` (for Performance Max campaign with [brand guidelines](https://developers.google.com/google-ads/api/performance-max/create-campaign#brand-guidelines) enabled)
- `AssetGroups`
- `AssetGroupAssets`

#### Minimum requirements for a valid serving Performance Max campaign

![image](https://developers.google.com/static/google-ads/api/images/pmax-min-valid.png)

> [!IMPORTANT]
> **Important:** `AssetGroups` in Performance Max campaigns for online sales or lead generation are subject to [minimum asset requirements](https://developers.google.com/google-ads/api/performance-max/asset-requirements) and must be created using a [bulk mutate request](https://developers.google.com/google-ads/api/docs/mutating/bulk-mutate) containing `AssetGroupAssets` to meet these requirements.