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Performance Max asset groups for multi-brand agencies
How to keep PMax from turning into a black box: asset group boundaries, naming, and reporting hygiene.
Performance Max can be powerful—and frustrating—because it bundles many decisions behind automation. Agencies win when they make asset groups legible to humans, not only to Google’s models.
One asset group, one thesis
Each asset group should represent a single creative + audience thesis. If you cannot explain the thesis in one sentence, split it.
Separate brands and offers aggressively
Where clients share an account container, use naming and asset boundaries so reporting can be reconciled to client-level outcomes without spreadsheet archaeology.
Reporting: pick a north star per client
Different clients will care about different outcomes (SQLs, bookings, revenue). Align asset group strategy to that north star early—otherwise you optimize locally and argue globally.
Learn the MagikBull primitives in Getting started.