Google is bringing a few new tools to Performance Max campaigns, including AI-powered asset generation and image editing powered by its Gemini model, which Google claims will help advertisers create more effective campaigns.

Performance Max and how it works

Performance Max campaigns allow advertisers to show their ads across the whole of Google’s ad inventory with one campaign, which lets marketers connect with more customers across the whole internet ecosystem.

Google says that advertisers who use Performance Max can experience 18% more conversions at a similar cost per action and can help marketers get the best results with less work, find converting customers with one campaign and use AI to show assets to the customers most likely to convert.

What is Gemini?

Before we tackle the new changes, it’s important to have a little refresher on what Gemini is and how its working on Performance Max campaigns. Well, Gemini is Google’s AI model and it can be used across desktop and mobile devices. It has been ‘trained’ across audio, images, video, code and text – which makes it so useful for generating all manner of ad collateral. 

Performance Max updates

Now, time for an overview of the latest Performance Max updates. Back in November, Google announced AI asset generation and image editing to help marketers generate more text and imagery for campaigns in a few clicks – which is rolling out in English across the world. Image generation is rolling out in the States in March, and in other English places later in 2024.

Gemini’s text asset creation can help generate long headlines, with sitelink generation coming in soon, which will help to streamline ad creation within Performance Max.

Image generation is also being overhauled within Imagen 2, and can now be used to create lifestyle images of people in action – which should cut down on the time required to create digital assets for Google Ad campaigns.

Pallavi Naresh, Group Product Manager, Google

“Similarly, image editing will also include the ability to generate and add backgrounds that feature people. And if you have existing images that are performing well? You’ll be able to generate new options similar to them to scale your creative ideas even further.”

But that doesn’t mean that Gemini will have full control of all ad creative. Marketers can still review all images and approve or reject them. For added peace of mind, Gemini won’t create images of named people.

The benefits of Performance Max and Gemini

More engaging assets can help businesses to improve Ad Strength, which is an indicator that gives marketers real-time feedback on ad variety and relevance, which will be even more important in the future, says Google. It will come as no surprise to learn that the stronger the ad, the better it will perform across the Google eco-system.

Pallavi Naresh, Group Product Manager, Google

“Generative AI is making it easier than ever to improve your asset mix. In fact, advertisers that use asset generation when creating a Performance Max campaign are 63% more likely to publish a campaign with Good or Excellent Ad Strength.”

There are three main ways that businesses can take advantage of Gemini to improve asset variety and Ad Strength.

1. Apply new recommendations to add assets. Suggestions will be sourced from your website, library and stock images – while Gemini will recommend AI-generated assets, including adapted versions of existing assets.
2. Integrate with other design platforms, including Canva, which will have templates tailored for Performance Max to make sure creative specs are adhered to.
3. Add videos – which is shown to increase conversions by around 12%. Performance Max can use images from Google Merchant Center to create auto-generate videos to help convert shoppers on YouTube.

Pallavi Naresh, Group Product Manager, Google

“This is now expanding to all eligible campaigns and text will also be sourced from automatically created assets (if you’re opted in) to help improve the quality and relevance of your auto-generated video.”

Google is also introducing the ability to share previews of ads from Performance Max via a link, which can be accessed by anyone, even if they don’t have a Google Ads login. The feature can only help to improve workflow and create more efficient partnerships.