Inside Google Ads with Jyll Saskin Gales

What's the best structure for Performance Max campaigns?

Oct 16, 2025
Discover the secrets behind structuring Google Ads for Performance Max campaigns! Learn why segmenting asset groups by just audience signals is a mistake. Explore the benefits of consolidation versus segmentation, including safe testing methods with shared budgets. Jyll reveals strategies for managing product overlaps and the risks associated with running Performance Max alongside other campaigns. Don't miss the chance to tackle the Insider Challenge and share your insights!
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ADVICE

Don't Segment Asset Groups By Audience

  • Avoid creating separate Performance Max asset groups based only on audience signals because those are just suggestions.
  • Consolidate assets into one asset group unless you have different creative or products that justify separate groups.
INSIGHT

Assets Drive Who Sees Your Ads

  • The real reason to create a new asset group is differing creative or different products, not different audience signals.
  • Different headlines, images, or videos cause asset groups to serve to different people more than audience signals do.
ANECDOTE

Client Used Different Creatives For Same Product

  • Jyll described a client running the same products in two asset groups with different creative targeting parents and older people.
  • The asset groups were split because the creatives appealed differently to each audience despite the same product.
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