Performance Max Restructure
Split one overloaded Performance Max campaign into groups that make sense.
A single Performance Max campaign can quietly run across Search, Display, YouTube, Gmail, and Maps at once. One asset group holding every product or service you sell rarely serves any of them well.
- No contracts, ever
- $0 setup fee
- 30-day guarantee, pay only if satisfied
What we set up
Groups organized by what you sell, not one catch-all group.
Asset groups split by product or service line
Instead of one asset group carrying every offer, we split it so each group has its own tightly related set of creative and landing pages, matching a specific line of what you sell. A group selling emergency repair work, for example, stays entirely separate from one selling routine maintenance, since the two attract very different buyers.
Listing groups that filter the feed
For retail accounts, each asset group can be pointed at a listing group filtered from your Merchant Center feed, so a group only ever advertises the category or margin band it should.
Brand exclusions where cannibalization shows up
We check whether Performance Max is quietly winning clicks that your own branded Search campaign would have won anyway, and apply a brand exclusion list on the account where that pattern shows up.
Search themes as a signal, not a keyword list
Performance Max does not target keywords the way Search does, but it accepts search themes as a signal for its own algorithm. We set those deliberately instead of leaving the campaign to guess from creative alone. A handful of well chosen themes per asset group tends to work better than a long, unfocused list, since the signal gets diluted once it stops describing one clear idea.
How this job is scoped
Access we need
Admin level access to the account running the Performance Max campaign, plus Merchant Center access whenever the restructure touches listing groups tied to a product feed.
What gets delivered
A restructured campaign with asset groups organized by the lines you actually sell, listing group filters where relevant, and a written note on what moved and why. That note also flags any line that lacked enough existing creative for a full asset group, so the gap stays visible instead of getting filled with a placeholder.
The acceptance test
We show each asset group serving the creative and inventory intended for it, and confirm no asset group is sitting empty or serving something outside its intended category.
What is out of scope
This restructures an existing campaign's groups and signals. Building the actual creative assets inside each group from scratch is a separate job: Performance Max asset groups build. We also do not control which channel Google chooses to serve a given impression on, since that decision sits entirely inside the algorithm itself.
How the restructure runs
01
Review what exists
We look at the current asset group setup, the feed if there is one, and whatever channel-level performance data Google exposes for the campaign.
02
Propose the new grouping
You see a proposed split before we touch anything live, organized around the actual product or service lines the business runs.
03
Restructure and watch the settle period
We make the change, then watch through the settle period that follows any structural change, since the algorithm needs time on the new setup before results reflect it.
Performance Max restructure FAQ
One group asks the same creative and signals to represent everything you sell at once, which dilutes the message for any single buyer. Splitting by product or service line lets each group's creative speak to one actual thing someone is looking for.
Performance Max gives more limited channel-level reporting than running those as separate campaigns. We work with what visibility Google does provide and are upfront when a question genuinely cannot be answered from the data available.
It can, since Performance Max serves broadly and does not exclude your own branded search terms by default. A brand exclusion list, where the account supports one, is the usual fix.
Only if the restructure involves listing groups for physical products. A service business running Performance Max without a shopping feed does not need one for this job.
Pricing scales with how many product or service lines the split needs to cover. Once we can see the campaign itself, we map the split against what you actually sell. That plan generally comes together within one business day, free of charge to review.
Give Performance Max groups it can actually learn from.
Share access to the campaign along with a plain list of the product or service lines you actually sell. We will use that to sketch out how the asset groups should split. A business day is normally enough time to get the scoped plan back, at no cost to you.