Performance Max campaigns specs and format requirements

Performance Max is a goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign.

The table below lists the requirements for each asset type that’s supported in Performance Max.

The “Recommended” column lays out the number of assets required for Performance Max campaigns:

Minimum: required to publish an asset group that does not have a Google Merchant Center feed attached.
Maximum: the maximum number of asset allowed of a specific type.

On this page

Text asset specifications

	Type	Guidelines	Recommended	Required
👁 Image	Headlines	30 characters max; include at least one with 15 characters or less	11+ (minimum of 3, maximum of 15)	✓

👁 Image	Long headline	90 characters maximum; try to make sure headlines are at least 30 characters long	2+ (minimum of 1, maximum of 5)	✓

👁 Image	Descriptions	90 characters maximum	4+ (minimum of 2, maximum of 5)	✓

👁 Image	Business name	25 characters maximum; exactly matches your domain name or legally verified business name (through Advertiser Verification); shouldn't contain extra symbols or promotional text.	✓

👁 Image	Call to action	Automated by default, or select from a list	1 call to action	✓

👁 Image	Final URL	1 URL	✓

👁 This icon represents the Display URL path specification for text assets for Performance Max.	Display URL path	15 characters maximum each	2 (minimum of 1, maximum of 2)	✕

Note: In text assets, the length limits are the same across all languages. Each character in double-width languages like Korean, Japanese, or Chinese counts as 2 towards the limit instead of one.

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 text customization.

Image asset specifications

	Ratio	Guidelines	Recommended	Required
👁 Image	Horizontal 1.91:1	1200 x 628 recommended; 600 x 314 minimum; 5120 KB max file size	4+ (Add up to 20 images)	✓

👁 Image	*Square 1:1	1200 x 1200 recommended; 300 x 300 minimum; 5120 KB max file size	4+ (Add up to 20 images)	✓

👁 Image	Vertical 4:5	960 x 1200 recommended; 480 x 600 minimum	2+ (Add up to 20 images)	✕

👁 Image	Square logo 1:1	1200 x 1200 recommended; 128 x 128 minimum; 5120 KB max file size	1 (Add up to 5 logos)	✓

👁 Image	*Horizontal logo 4:1	1200 x 300 recommended; 512 x 128 minimum; 5120 KB max file size	1 (Add up to 5 logos)	✕

^{*Logos with a transparent background may be rendered on a white background when served in most ads. For this reason, we recommend you upload logos as a square image and to avoid a predominantly white logo on a transparent background. If your logo is flagged for issues like blurriness, re-upload a clear, high-quality version. Ensure the uploaded logo meets Google Ads specifications (for example, 1:1 ratio for square logos). Consider removing logos of other ratios if the primary one meets requirements and issues persist.}

Note: Upload images as .jpg or .png with a maximum size of 5MB. Some images are optional, but will help your campaign stand out with excellent ad strength.

Video asset specifications

Ratio	Guidelines	Recommended	Required
👁 Image	Horizontal 16:9	10 seconds or more Add up to 15 videos. If you don't have one, Google will create videos automatically when possible.	1 of each orientation (minimum of 1, maximum of 15)	✕

👁 Image	Square 1:1	10 seconds or more Add up to 15 videos. If you don't have one, Google will create videos automatically when possible.	1 of each orientation (minimum of 1, maximum of 15)	✕

👁 Image	Vertical 9:16	10 seconds or more Add up to 15 videos. If you don't have one, Google will create videos automatically when possible.	1 of each orientation (minimum of 1, maximum of 15	✕

Note: If you don’t add a video to your Performance Max asset group, then one or more videos may be auto-generated from the assets in your asset group. To achieve 'Excellent' Ad Strength and prevent the system from auto-generating AI videos, you must upload your own custom videos in all required formats (horizontal, square, and vertical). However, 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 that you can use in your Performance Max campaign. Learn how to Create a video using Asset library.

Merchant Center product feed

If you're a retailer, you can attach a Merchant Center feed to your Performance Max campaign to serve Shopping Ads.

You can find more information about the specifications and best practices to improve your product feeds in the Merchant Center Help Center:

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URL: https://support.google.com/google-ads/answer/17091269