Direct answer
The short version.
A Performance Max asset group should represent one coherent product, service or audience theme with text, image and video assets that can make sense together. Variety matters, but combinations still need a shared message.
Key takeaways
Keep these three decisions.
- One asset group, one coherent theme.
- Check cross-combination meaning.
- Use experiments for major automation choices.
The operating problem
Uploading every headline and image into one group gives automation many combinations but weak semantic control. Assets can contradict one another, destinations become too broad and reporting cannot explain which strategic territory is under-supplied.
A practical system
Define a theme, final-page set, promise and proof boundary for each group. Supply genuinely different formats and orientations while checking that any headline can pair with any description and visual. Maintain a source inventory, replace weak assets deliberately and test major automation settings rather than changing several at once.
What to measure next
Use asset coverage and platform diagnostics as inputs, then judge the group by conversion value, destination quality and incremental experiment results. A high asset count is not a business outcome; it is useful only when the combinations remain relevant and reach productive inventory.
Primary and authoritative references
Sources used for context.
Frequently asked questions
Two useful follow-ups.
How many assets should a Performance Max group include?
Provide the recommended range of distinct, high-quality asset types and sizes, but prioritise relevance and meaningful difference over filling slots with near-duplicates.
Should every product use a separate asset group?
Separate products or themes when their messages, economics, destinations or creative inputs materially differ.