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Performance Max

What are people actually putting in PMax asset groups for a service business?

A
Aisha Noor Asked Jul 09, 2024
2 708
Most PMax advice assumes a product feed. We have a client with no feed at all - commercial cleaning, six service lines, one van fleet - and every guide I read starts with "upload your products". Where I have landed so far, and I would like this challenged: - One asset group per service line rather than one per location. Locations are a targeting setting, service lines are genuinely different messages. - Real photographs of their own crews rather than stock. The stock images tested worse and they also looked like every competitor. - Audience signals built from converters plus the customer list, not from in-market segments, which for a niche B2B service are wildly broad. The bit I am least sure about is video. We don't have any, Google will generate one from the assets, and the generated ones are not good. Is it better to have a bad auto video than none, given the placements you unlock either way? Nobody seems willing to say.

Replies (2)

P Priya Deshmukh · Jul 10, 2024
Your service-line split is right and it is the mistake I see most often. One asset group with everything in it gives the system no way to learn which message goes with which intent, and you can't read the report afterwards either. On video: I let it generate one, and I do not pretend it is good. The alternative is forgoing YouTube and Discover inventory entirely, and on the accounts where I have tested both, having the placement with a mediocre asset beat not having the placement. What I would not do is leave the auto video in place for a year. Treat it as a placeholder that buys you the inventory while you get something filmed.
J Jenna Krause · Jul 12, 2024
On audience signals - agree with your instinct, and it's worth saying out loud that they are only a hint. They speed up learning, they do not restrict targeting. I have watched people build an exquisitely precise signal and then be shocked that traffic arrived from outside it (it always will). For a niche B2B service the customer list is the best signal you have, assuming it's big enough to match.

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