Asset Group Optimisation | PMax Creative Management
In Performance Max campaigns, targeting and placement control largely sit with the algorithm. What you genuinely control is asset groups — the creative side of the campaign. So most PMax optimisation happens here.
What an asset group is
An asset group is a set of headlines, descriptions, images, videos and logos gathered around one theme. Google combines them by placement to build the ad.
A campaign can hold several asset groups, each dedicated to a different product or service theme. Without that split, one generic asset group feeds all inventory and the message fits no audience properly.
How to split them
The split should follow product or service themes. Different services, different product categories or different customer segments each deserve their own asset group.
Splitting sharpens the message: each group can use headlines and images that suit its subject. Reporting becomes meaningful too — you can only see which theme works once they are separated.
Do not skip video
When no video is added, Google generates one automatically from existing material. Those videos usually do not suit the brand and perform poorly.
Supplying your own almost always performs better. Providing video in both horizontal and vertical formats widens the inventory you can reach — on the Shorts side that difference is decisive.
The asset performance report
Google labels each asset “best”, “good” or “low”. Replacing low-performing assets is the fastest way to refresh a campaign.
But read the report carefully: evaluations made before enough data accumulates can mislead. Changing assets too often also disrupts learning; after each change, new data has to accumulate.
Creative fatigue
Running the same assets for a long time lowers performance. That decline gets mistaken for a targeting problem and leads to unnecessary setting changes.
Refreshing creative regularly prevents it. I handle the production side as separate work under the ad creative package.
How do we start? First I review your existing asset groups: how many exist, which asset type is missing, which assets underperform. I send the refresh plan in writing. You can reach me from the contact page.
Frequently Asked Questions
How many asset groups should there be?
As many as your product or service themes. Artificial splits dilute data; each group needs enough volume to learn on its own.
Why do image dimensions matter so much?
Each placement wants a different aspect ratio. A missing ratio means you cannot enter that placement at all — part of the inventory stays closed.
Is an asset group the same as an ad group?
No. An ad group is the keyword-based structure of search campaigns; an asset group is the creative structure of PMax. They work on different logic.
How do I work?
Work-hour packages
Tell me about your website and what you need on WhatsApp or by phone; we agree on a work block of somewhere between 5 and 40 hours and I start doing what is needed. What you get is not a calendar window — it is net working hours spent directly on your business. I can use 40 hours working three days straight, or deliberately spread it out and finish it over a year — whatever the work calls for. I do not spend my time estimating how long something will take, I spend it doing the work; every hour I spend has a lasting result on your site. We keep going for as long as you find it useful.
Why not monthly?
Is 40 hours a week?
On a fixed monthly fee both sides are watching the wrong thing: you watch a fixed cost, the other side watches how many more contracts like this they can line up. Working by the hour puts us both in front of the same thing — the real value of the work that got done. I know not having an upfront answer to "how much will this cost in total?" is the natural cost of this model. But instead of paying a fixed fee for months to a setup that is not producing results, you only pay for the qualified time spent on your work — and you see exactly where that time went, start to finish. That is why my clients keep coming back.