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Create a Performance Max campaign

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You can create a single, easy-to-manage Performance Max campaign to promote your products or services across the Google Network. This article provides information on the various ways to create your Performance Max campaign based on your campaign goals and data feeds, and links to resources that can help you optimize your Performance Max campaign. Learn more About Performance Max campaigns.

• What to expect when a campaign is created
• Get the most out of your campaign

Business names and logos are part of your brand guidelines. This migration allows you to control how your brand appears in ads on Performance Max campaigns. To keep using your preferred business name and logos for your campaigns, add the assets to your brand guidelines. If no updates are made by mid-April 2025, the business name and logos from the top performing asset group from your campaign will be used. Learn more

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Performance Max campaigns automate bidding, budget optimization, audiences, creatives, attribution, and more to help you get more conversions and value from your advertising. Performance Max is the recommended option to use when:

• You have specific advertising and conversion goals.
• You want to maximize campaign performance, and you aren't limited by advertising channels.
• You want easy access to all of Google’s advertising channels using a single campaign.
• You want additional reach and conversion value beyond keyword-based Search campaigns.

After you create your campaign, it can take time for your Google Ads to show impressions. This delay may be because:

• Campaigns that use automated bidding strategies need time to optimize. You may notice performance fluctuations or changes in spend while Google AI learns how to optimize for your set goals.
• It takes 1-2 days for newly created or edited ads to be reviewed to help ensure that they meet all policy requirements.
• It takes Google AI some time to adjust serving if you make changes to your campaign settings.

If your ad doesn't receive any impressions after 3 business days, review How to fix Google Ads Performance Max campaign not running or low traffic.

Go to Campaigns

To run a successful campaign and maximize how your campaigns serve over time, ensure that both conversion tracking and remarketing lists are set up properly. Review the following best practices before you create or edit a Performance Max campaign:

• Track your conversions: You should use conversion tracking with your Performance Max campaigns. Google AI maximizes not only conversion events like online purchases, signups, and purchases from phone calls, but also your conversion value to determine how to spend a daily budget. You can create Performance Max campaigns without conversion tracking or without meeting conversion tracking requirements, but your campaign’s spend may be limited
• Use remarketing lists: You should use your most updated remarketing lists with your Performance Max campaigns. To ensure the best coverage for your ads, you should maintain more than 100 active users in the last 30 days and at least one new user in the last 2 days. You can run existing Performance Max campaigns without meeting remarketing requirements, but your campaign’s spend may be limited.

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