Google Ads Performance Max report template. Asset groups, products and where your ads were seen.

Accounts running Performance Max. Read the scope of each card before you send it, because nothing in this template filters to Performance Max alone.

The products card adds up Shopping and Performance Max. The placements card lists Display, video and Demand Gen placements beside Performance Max ones, and for Performance Max Google gives impressions only.

Asset groups

Compare asset groups on cost per conversion or ROAS, not on spend. Google moves budget toward the groups it expects to convert, so a group with little spend has often been judged weaker already.

An asset group that spends for a month with no conversion usually has one of these problems. Its final URL is not the best page for its products. Its assets are thin. Its audience signal and search themes point at the wrong people. The ad strength tag shows the second: fix Poor groups first with more headlines, more images and a video.

Products

On a shop, this card is where Performance Max is won or lost. Sort by ROAS and read the bottom: products that spend without selling. Exclude them in the campaign's listing groups, or move them to a campaign with a smaller budget. If you also run Standard Shopping, remember the rows add both.

Placements

Performance Max rows show impressions only. Use them to see where the brand appeared, and to catch places you would never pick. Exclusions go in an account-level placement exclusion list, which Performance Max follows.

One thing this template cannot show is how much of Performance Max's results come from people already searching your brand. Our guide to Performance Max and brand cannibalisation shows how to check.

• Set Campaign containing on the asset groups and placements cards to report on one Performance Max campaign.
• The products card has no filter. On an account that also runs Shopping, rename it, say Products, all campaigns, so nobody reads it as Performance Max alone.
• Tick CTR and Cost per conversion on the asset groups card, and add Key figures with conversion value and ROAS on top.

Customize saves the report for the workspace. It covers one Google Ads account, like every report.