Performance Max Asset Groups: What to Prepare Before You Launch

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A Performance Max asset group is a set of creative assets, audience signals and a final URL that Google combines across its channels. Before launch, set up conversion tracking, write varied Thai and English text, prepare images, logos and ideally video, add audience signals, check landing pages on mobile, and decide on brand exclusions. Group assets by theme.

Performance Max runs one campaign across Google's channels, including Search, YouTube, Display, Discover, Gmail and Maps. You give Google the ingredients and it builds the ads. That makes preparation more important, not less, because Google can only work with what you provide. This guide covers what to prepare for each asset group before you press launch.

Key takeaways - Performance Max is only as good as the tracking, assets and landing pages you give it. - Build asset groups around one theme, such as one service or product category. - Prepare varied text, strong images, a logo and, ideally, your own video. - Audience signals guide Google's learning. They are suggestions, not hard limits. - Decide your brand settings before launch, so brand searches do not absorb the budget.

What is a Performance Max asset group?

An asset group is the creative unit inside a Performance Max campaign. It holds text, images, logos, videos, a call to action, a final URL and optional audience signals for one theme. A campaign can contain several asset groups. Google mixes and matches the assets to assemble ads for each channel and format.

What should be ready before you create the campaign?

A clear goal. Decide what counts as success: leads, calls, bookings or sales.
Working conversion tracking. Check that the conversions you choose are recorded correctly and reflect real business value.
Landing pages. Each page should match its asset group, load quickly on mobile and make the next step obvious.
Brand assets. Collect your logo, brand colours and approved photos.
Budget and timing. Plan to leave the campaign alone during its early learning period.
A product feed, if you are selling products. Your Merchant Center data needs to be approved first.
Location and language. Decide where and in which languages the ads should appear.

What assets does an asset group need?

These are Google's current specs; limits can change, so the editor is the final check.

Asset	What to prepare	Typical requirement
Headlines	Short, varied statements	3 to 15, up to 30 characters, at least one of 15 or fewer
Long headlines	Fuller statements	1 to 5, up to 90 characters
Descriptions	Benefits and details	2 to 5, up to 90 characters
Business name	Your name as customers know it	Up to 25 characters, matching your domain or verified business name
Images	Landscape, square and, optionally, portrait	Standard ratios such as 1.91:1 and 1:1
Logos	Square, and optionally landscape	Clear on light and dark backgrounds
Video	Short videos in different shapes	Optional, but Google may generate one if you give none
Call to action and final URL	A clear next step and the right page	Matches the asset group theme

Google applies the same character limits in every language, so plan Thai text to fit them.

How do you write text assets?

Vary the angle: benefit, proof, location, process, offer and next step.
Do not repeat the same idea with different words.
Use only claims you can support and offers you honour.
Include the service or product name and your location where relevant.
Keep one language per asset group, so Thai and English ads do not mix.
Write headlines that make sense when shown alone or in any order, because Google combines them.
Follow Google Ads policies. Avoid all caps, extra punctuation and unsupported claims.

What images and video should you prepare?

Use real photos of your work, products, premises and people.
Keep text on images light and legible.
Provide the standard shapes (landscape and square) and a portrait version if you can.
Provide a logo that works on both light and dark backgrounds.
Prepare short videos in more than one shape if you can. Google can generate a video from your other assets if you do not provide one, but your own gives you more control. Videos should be at least 10 seconds, in horizontal, square and vertical formats.

What are audience signals and how should you use them?

Audience signals tell Google who you think your best customers are, to help it learn faster at the start. Google can still reach people outside your signals.

Useful signals:

Your customer list, if you have permission to use it under applicable Thai privacy rules
Visitors to your website
Custom segments based on the searches and sites your customers use
Interest and demographic details that match your customers

Think of signals as a starting point, not a filter. Update them as you learn.

How should you split asset groups?

Group by theme, so each asset group has a clear audience, message and landing page.

Business	Possible asset groups
Clinic	One per treatment or service
Online store	One per product category
Property developer	One per project or property type. See our guide to Google Ads for real estate in Thailand
B2B service	One per service line

Avoid mixing unrelated services in one asset group. Avoid creating many asset groups if the budget is small. Start with a few and add more as you learn.

How do you control where it shows?

Check these settings before launch:

Locations and languages: target the places and languages you serve.
Brand settings: decide whether you want Performance Max to show for your own brand name, or whether you want brand searches handled by a separate Search campaign. Performance Max supports brand exclusions and campaign negative keywords; both apply to Search and Shopping inventory only.
Final URL expansion: choose whether Google may send people to other pages on your site, and exclude URLs you do not want used.

Read our explanation of how Performance Max can leak into brand search before you decide.

What should you check after launch?

Do not judge performance after a few days. Allow time for learning.
Check that conversions are recorded correctly.
Review asset ratings and replace weak assets with stronger ones.
Check the search categories and insights that Google shows you.
Look at lead quality, not only lead volume.
Change one thing at a time so you can tell what made the difference.

What mistakes should you avoid?

Launching without checking conversion tracking
Counting weak actions, such as a page view, as conversions
Repetitive or generic text assets
Mixing Thai and English in one asset group
Sending all traffic to the homepage
Ignoring brand search overlap
Changing everything every few days

How does DAB handle this?

DAB offers Google Ads services in Thailand and has 18+ years of experience in digital marketing in Bangkok. Our Performance Max ads service covers campaign planning, so assets, tracking and landing pages are ready before launch.

Planning a Performance Max campaign?

If you want help preparing assets, tracking and landing pages, contact DAB through LINE or our contact page. Learn more about our Google Performance Max ads service.

FAQ

How many asset groups should I start with?

Start with a few, each with a clear theme and landing page. Add more once you understand what works. Too many asset groups on a small budget spreads results thin.

Are audience signals the same as targeting?

No. They guide Google's learning at the start, but Google can show ads to people outside them.

Do I need video for Performance Max?

It is optional. If you do not provide one, Google may create a video from your other assets. Your own video gives you more control over how your brand appears.