Performance Max launched as the first-ever AI-powered campaign in 2021 to work across all Google Ads inventory, including Search, YouTube, Display, Discover, Gmail and Maps. In the two years since, marketers of both small and large businesses have turned to Performance Max to help them stay ahead of consumer trends and adapt to the unpredictability of the consumer journey.

Feedback from our customers and our continued investment in the underlying AI has led to improvements, new features and insights that have rolled out this year like campaign-level brand exclusions, asset group reporting, and search themes. We announced generative AI features in Performance Max at Google Marketing Live earlier this year and today we are starting to roll them out as a beta to all customers in the US. This will make Performance Max even better at helping marketers scale and build high-quality assets that drive performance.

Create and scale new assets in seconds

Asset variety is a key ingredient for a successful Performance Max campaign. You’ve told us that creating and scaling assets can be one of the hardest parts of building and optimizing a cross-channel campaign. Now, you’ll be able to generate new text and image assets for your campaign in just a few clicks. With the help of your knowledge and expertise, Google AI will generate assets that help you reach customers across all of Google’s performance inventory and formats. Performance Max will also take performance data into consideration when suggesting or generating certain assets for your campaigns to help your ads perform well.

Our goal is to help marketers of all sizes drive greater performance. We want to help you generate and try creative concepts—whether that’s experimenting with new types of images and messaging or building your creatives from scratch. You’re always in control and can decide which assets you want to add to your campaign and any images generated will be unique to your business or client. Google AI will never create two identical images.