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Asset group

An asset group is the unit inside a Performance Max campaign that holds its ad creatives, the products those ads can show and optional hints about the audience.

How it works

A Performance Max campaign has no ad groups: asset groups take their place. Each one holds a final URL and the images, headlines, descriptions and videos that Google combines into ads for each channel the campaign serves on. Optional audience signals and search themes are set at the same level.

In a campaign that runs on a product feed, an asset group can be created without these creatives. Each asset group there has its own listing group tree: the filter that decides which products it can show.

A campaign needs at least one asset group and can hold up to 100. An asset group cannot be shared between campaigns. How to divide products between groups without spreading conversions too thin is covered in asset groups in Performance Max.

Where you see it

Google Ads reports performance for each asset group and rates each one’s Ad strength.

Example

Example store, not client data.

The tableware shop runs one Performance Max campaign with three asset groups: “Plates” includes the 900 plates, “Glasses” the 600 glasses, and “Everything else” the remaining 1,500 products. Of the campaign’s 300 conversions a month, 170 come through “Plates”, 126 through “Glasses” and 4 through “Everything else”.

How GetProfit reads it

The methodology behind the portal’s campaign structure section treats an asset group with fewer than 5 conversions a month as a candidate for merging with another group. It counts a split as worthwhile only when each new campaign would get at least 30 conversions a month. In the example, “Everything else” is a candidate for merging.

Not to be confused with

  • Campaign — the level above. The budget and the bidding strategy are set there, so all three asset groups in the example share one budget and one target ROAS. Products that need a different target go into a separate campaign.
  • Listing group — the product filter inside an asset group. The asset group is the container; the listing group decides which products are in it.

Sources

  • Performance Max Asset Groups (Google Ads API) — what an asset group holds; retail asset groups without creatives; up to 100 per campaign; not shared. Checked 2 October 2026.
  • Get started with Performance Max (Google Ads API) — budget and bidding strategy set on the campaign. Checked 2 October 2026.
  • Performance Max reporting (Google Ads API) — no ad groups; asset group performance and Ad strength. Checked 2 October 2026.