Performance Max for online sales or lead generation (standard)

Page Summary

• Standard Performance Max campaigns in the Google Ads API are used for online sales or lead generation and aim to encourage customers towards specific actions.

• The creation of these campaigns requires resources such as CampaignBudget, Campaign, CampaignAssets (with brand guidelines), AssetGroups, and AssetGroupAssets.

• To be valid and serving, AssetGroups within these campaigns must meet minimum asset requirements and be created using a bulk mutate request.

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: If you want to use a Merchant Center feed, see Performance Max for online sales with a product feed (retail).

The steps for creating a standard Performance Max campaign are outlined in the Get started guide and are more thoroughly detailed in the Structure requests guide. 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 enabled)
• AssetGroups
• AssetGroupAssets

Minimum requirements for a valid serving Performance Max campaign

Important: AssetGroups in Performance Max campaigns for online sales or lead generation are subject to minimum asset requirements and must be created using a bulk mutate request containing AssetGroupAssets to meet these requirements.