Within a Performance Max campaign, each asset group acts like an ad group for every channel at once. Google assembles ads for Search, YouTube, Display, Discover, Gmail, and Maps from the assets you provide, so an asset group needs a full set of text, image, and video assets to perform across all of them.
Structure matters: grouping by product line, service, or audience lets you tailor messaging and see which themes perform. Too many thin asset groups split data and slow learning, while one generic group can't speak to different customers. Asset-level reporting shows which creative earns impressions and conversions.
Example
A landscaping company's Performance Max campaign has separate asset groups for lawn care, hardscaping, and irrigation, each with tailored headlines, photos, and video.
How Sloss Digital uses it
We build asset groups around distinct services or audiences, give each a complete, on-brand asset set, and replace low performers using asset-level data.