Create a Google Ads Performance Max campaign with store goals

One of the most common goals among advertisers is to encourage customers to visit your physical storefront. Store goals are designed to help you advertise on Google properties, like Google Maps, YouTube, Gmail, and the Google Display Network that generate offline business.

The campaign construction navigation menu that appears as you construct your campaign provides a holistic view of your construction progress and will call attention to notifications that you may want to address. Move between steps in the navigation menu to easily review and resolve potential issues with your targeting, bidding, budget, or other campaign settings. Learn how to Set up your Google Ads campaign for success.

1. Create a new campaign

To create a new campaign, follow these steps:

1. Sign in to your Search Ads 360 experience.
2. Navigate to a manager, sub-manager, or client account.
3. In the page menu on the left, click Campaigns.
4. Click the plus button , then select New campaign.
5. In the “Choose your objective” section, select Local store visits and promotions.
6. Select Performance Max as your campaign type.
7. (Optional) Select the Google Merchant Center feed.
8. Enter a campaign name.
9. Click Continue.

2. Set your budget, bid strategy, and conversion goal

In the "Budget" section, enter the average amount you want to spend each day.

Your budget establishes a monthly charging limit for an individual campaign. The charging limit is the average daily budget that you set, multiplied by the average number of days in a month. While your spend may vary each day, you won’t pay more than your monthly charging limit. Learn more About spending limits in Google Ads.

For Performance Max, try an average daily budget of at least 3 times your CPA or cost/conv. for the conversion actions selected for your campaign. You can monitor your campaign’s performance regularly as desired. However, Google recommends waiting for 1 to 2 complete conversion cycles before fully assessing your campaign performance.

On days when your ads are likely to get you more traffic, you may spend up to 2 times your average daily budget. Those days are balanced by the days when your spend is below your average daily budget.

You set an average daily budget for your campaigns, with the flexibility to change it at any time.

Bid strategy

Based on your specified performance goal, Performance Max will help set the right bids for every auction and optimize the campaign to deliver against that performance goal.

If you’re tracking values with your conversions, we recommend using the “Maximize conversion values” bid strategy. If you aren’t tracking values and care about all of your conversions equally, we recommend using “Maximize conversions” bid strategy.

Learn how to Choose your Google Ads bid and budget.

Conversion goal

Select the conversion goals you want to use for bid optimization. Learn more About conversion goals.

1. In the "Conversion goals" section, select Google Ads, then select Use campaign specific goals.
2. Click Add goals to select the goals you want to apply to the campaign.
3. Click Next.

3. Enter your campaign settings

On the “Campaign settings” page, under “Languages,” select the languages you want your ads to serve in.

4. Select products from your listing groups or build an asset group

If you have a Merchant Center data source linked to your Search Ads 360 account, adding creatives is optional. Assets may be auto-generated on your behalf, but launch can be done without assets in the asset group. Listing groups are required for all products in the specified Merchant Center account.

If you don’t have a Merchant Center data source linked to your account, build an asset group instead. Learn more about asset groups.

Select products from your listing groups

1. On the "Asset group" page, enter a unique asset group name.
2. Confirm Listing groups for the campaign. Listing groups allow you to select which products will show in your Performance Max campaigns's ads. The default will be all products in your attached Google Merchant Center account, but if you wish to only use a selection of products, follow the steps below:
   1. Click the pencil icon next to "All products".
   2. Select Use a selection of products in your ads.
   3. You can select products by Category, Brand, Item ID, Condition, Product type, Channel or Custom labels from the dropdown. You can also choose values in bulk by manually entering product types separated by line breaks.
   4. Check products that you want to include in your Performance Max ads, and they'll appear in the column to the right. To remove products, click the next to the product group.
   5. Click Save.

Build an asset group

Asset	Recommended asset guidelines
Images	Add up to 15 images.
Logos	Add up to 5 logos.
Videos	Add up to 5 videos. If you choose to upload horizontal videos, they may be cropped or rotated to be able to serve in square or vertical formats. Note: If you don’t upload a video, one will be auto-generated from the other creative assets in your asset group. To opt out of this service, you can upload your own video during campaign construction or after your campaign has launched. If you don’t have a video asset and don’t want to use the auto-generated videos, you can use the Google Ads video creation tool to create a video for use in your Performance Max campaign. To learn how to create videos in Google Ads, visit Create a video using Asset library.
Headlines	Add up to 5 headlines (maximum 30 characters).
Long headlines	Add up to 5 long headlines (maximum 90 characters).
Descriptions	Add one short description with maximum 60 characters and up to 4 descriptions with maximum 90 characters each. Note: Long descriptions (>60 characters) are not currently supported in local formats.
Call to action	Select a call to action that aligns with your goals such as “sign up” or “subscribe”.
Business name	Add the name of your business or brand, which appears in the text of your ad.
Ad URL options	Add the pathway for your display URL and choose a different final URL for mobile.
Final URL	Your ads will be directed to the Final URL. If Final URL expansion is on, Google may replace your Final URL with a more relevant landing page based on the user’s search query, and generate a dynamic headline, description, and additional assets to match your landing page content. Learn more About automatically created assets

You can create one asset group before launching your Performance Max campaign and additional asset groups after setup. Your assets will automatically be assembled into all applicable formats and show the most relevant ad creative.

Learn how to Build an asset group.

5. Add additional assets

The "Asset group" page in Performance Max displays a recommendation of ad assets related to your set goals. To view these assets. Click More assets types. Learn how to Select assets to use.

Ad assets expand your ads and give people more reasons to view your ads. They add useful business data below your ad-locations, additional links, prices, and more. For this reason, ad assets are recommended in Performance Max campaigns.

In Performance Max campaigns, ad assets are tied to specific marketing goals and will be featured more prominently based on the campaign’s goal.

• Ad assets can be information that gives the user an opportunity to learn more about your business.
• Ad assets can also be actions that invite the user to do more than visit the website. Some actions covered may be to call the business, submit a lead form, or view locations.
• Ad assets invite the user to gather more information about the business or extend interaction between the business and user.

6. Publish your campaign

Before you finish setting up your campaign, you'll be taken to a review summary with the details of your new campaign. Click Publish Campaign to complete the process.