Performance Max asset checklist

Short answer: a Performance Max asset group needs at least 3 headlines (30 characters max), 1 long headline (90), 2 descriptions (90), a business name (25), a horizontal 1.91:1 image, a square 1:1 image and a square logo. To avoid auto-generated video, upload your own horizontal, square and vertical videos of 10 seconds or more. Figures from Google Ads Help, checked 2026-10-21.

Performance Max will run with very little. That is the problem. Give it the minimum and Google fills the gaps for you: it can write dynamic headlines from your landing page and build videos out of your still images. Sometimes that is fine. Often it is the reason an asset group looks nothing like the brand that paid for it.

This checklist is what we go through before we hit publish on a new asset group. Every number comes from Google's own Performance Max specs page. We have split it into what Google requires, what it recommends, and the small things that trip people up.

1. Text assets

Text is the cheapest asset to get right, so there is no excuse for publishing the minimum. Google's limits:

• Headlines: 30 characters max. You need at least 3 and can add up to 15. Google recommends 11 or more, and at least one headline of 15 characters or fewer.
• Long headlines: 90 characters max. At least 1, up to 5, with 2 or more recommended. Google suggests making them at least 30 characters long.
• Descriptions: 90 characters max. At least 2, up to 5, with 4 or more recommended.
• Business name: 25 characters max. It should exactly match your domain name or your legally verified business name, with no extra symbols or promo text.
• Display URL paths: optional, up to 2, 15 characters each.
• Call to action: automated by default, or you can pick one from a list.

Writing in Japanese, Chinese or Korean? Each double-width character counts as 2 toward the limit, so a 30 character headline holds about 15 of those characters. Our character counter counts them the same way Google does.

The short headline rule is the one people forget. A 15 character headline gives the system something that fits in tight placements. Think "Free 30-day trial" or "Same day repair", not a cut-down version of your long headline.

2. Image assets

Images are where most asset groups fall short. Google lists five image types. Two image ratios and the square logo are required.

A few rules sit around that table. Upload .jpg or .png. The max file size is 5120 KB. You can add up to 20 images and up to 5 logos. Google recommends 4 or more horizontal images, 4 or more square images and 2 or more vertical ones.

Two practical notes. First, export at the recommended size, not the minimum. A 600 x 314 image passes the check but has nowhere to go when it is shown large. Second, watch your logo. Google says logos with a transparent background may be rendered on a white background in most ads. A white logo on a transparent background can simply disappear. Upload a square logo on a solid background instead.

Not sure an export is the right shape? Drop the width and height into our aspect ratio checker. It uses the same 1% tolerance Google applies to display images.

3. Video assets

This is the section that decides whether Google makes videos for you. Google accepts three orientations, each 10 seconds or more:

• Horizontal 16:9
• Square 1:1
• Vertical 9:16

You can add up to 15 videos, and Google recommends one of each orientation. If you add none, Google may auto-generate videos from the other assets in the group. Its help page is direct about it: to reach "Excellent" Ad Strength and stop the system from auto-generating AI videos, you need to upload your own videos in all three formats.

If you do not have video, Google points to its own video creation tool in the Asset library. Even a simple 10 second cut of your best images with your own copy is usually better than leaving it to chance, because at least you have seen it before your customers do.

Your videos also run on YouTube, so it is worth checking them against the YouTube video ad specs for resolution and file format.

4. Settings that change what people see

Two settings change the creative even after your assets are perfect.

Final URL expansion. When it is on, Google may send people to a more relevant landing page than your Final URL, based on the search. It can then generate a dynamic headline, description and other assets to match that page. If you have pages you never want in ads, turn it off or add exclusions.

Merchant Center feed. Retailers can attach a Merchant Center feed so the campaign can serve Shopping ads. When a feed is attached, the asset minimums above work differently, because the minimums Google lists are for asset groups without a feed. Your product images and titles then come from the feed, so feed quality matters as much as your uploaded assets.

The pre-launch checklist

Copy this into your launch doc. If every box is ticked, the asset group is complete by Google's own recommendations.

1. 11 or more headlines, each 30 characters or fewer, at least one 15 or fewer.
2. 2 or more long headlines, 30 to 90 characters.
3. 4 or more descriptions, 90 characters or fewer.
4. Business name 25 characters or fewer, matching your domain or verified name.
5. 4 or more horizontal 1.91:1 images at 1200 x 628.
6. 4 or more square 1:1 images at 1200 x 1200.
7. 2 or more vertical 4:5 images at 960 x 1200.
8. A square logo at 1200 x 1200 on a solid background, plus a 4:1 logo if you have one.
9. Every image a .jpg or .png under 5120 KB.
10. At least one horizontal, one square and one vertical video, each 10 seconds or more.
11. Final URL expansion set on purpose, not by default.

FAQ

Want the full table version? See our Performance Max specs page. For the search side of the same account, see the responsive search ad limits.

✓ VerifiedLast checked 2026-10-21 Source: support.google.com.

Related specs

• Performance Max specs
• Responsive search ad limits
• YouTube video ad specs
• Aspect ratio checker