Google Ads Checklist

Performance Max Checklist

A Performance Max checklist for campaign goals, asset groups, audience signals, search themes, product feeds, brand controls, measurement, and reporting.

Primary topic: Performance Max checklist Difficulty: Advanced 36 items 3,420+ words Updated: June 8, 2026

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Campaign Fit

This section helps the reader complete the campaign fit portion of the Performance Max Checklist with a practical, evidence-based workflow.

Use this section to make sure campaign fit is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Confirm PMax matches the business goal Test confirm pmax matches the business goal on real devices and realistic user paths. Save screenshots, test submissions, or tool results so the team can confirm the requirement is complete. Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Avoid launching without conversion volume Verify that avoid launching without conversion volume is measured with a clear event name, source, and reporting location. Before marking this complete, submit a real or test interaction and confirm the result appears in the correct analytics or ad platform report. Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Separate goals when economics differ Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Performance Max Checklist. High Strategist Screenshot, report export, URL, test submission, or implementation note
Review ecommerce versus lead-gen setup Review review ecommerce versus lead-gen setup against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. High Strategist Screenshot, report export, URL, test submission, or implementation note
Set realistic learning expectations Create set realistic learning expectations in a way that is useful to both users and the business. The item should be visible, accurate, easy to maintain, and connected to the page or campaign goal. Recommended Strategist Screenshot, report export, URL, test submission, or implementation note
Document success metrics Document document success metrics in plain language before work begins. This keeps strategy, creative, development, and reporting aligned and gives future reviewers a clear reason for each decision. Recommended Strategist Screenshot, report export, URL, test submission, or implementation note

Conversion and Value Setup

This section helps the reader complete the conversion and value setup portion of the Performance Max Checklist with a practical, evidence-based workflow.

Use this section to make sure conversion and value setup is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Use reliable primary conversions Verify that use reliable primary conversions is measured with a clear event name, source, and reporting location. Before marking this complete, submit a real or test interaction and confirm the result appears in the correct analytics or ad platform report. Critical Developer Screenshot, report export, URL, test submission, or implementation note
Assign conversion values where useful Verify that assign conversion values where useful is measured with a clear event name, source, and reporting location. Before marking this complete, submit a real or test interaction and confirm the result appears in the correct analytics or ad platform report. Critical Developer Screenshot, report export, URL, test submission, or implementation note
Review target CPA or ROAS settings Review review target cpa or roas settings against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. High Developer Screenshot, report export, URL, test submission, or implementation note
Avoid optimizing to low-quality leads Remove or avoid avoid optimizing to low-quality leads when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. High Developer Screenshot, report export, URL, test submission, or implementation note
Import offline lead quality when possible Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Performance Max Checklist. Recommended Developer Screenshot, report export, URL, test submission, or implementation note
Audit duplicate conversions Verify that audit duplicate conversions is measured with a clear event name, source, and reporting location. Before marking this complete, submit a real or test interaction and confirm the result appears in the correct analytics or ad platform report. Recommended Developer Screenshot, report export, URL, test submission, or implementation note

Asset Groups

This section helps the reader complete the asset groups portion of the Performance Max Checklist with a practical, evidence-based workflow.

Use this section to make sure asset groups is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Group assets by theme or offer Create group assets by theme or offer in a way that is useful to both users and the business. The item should be visible, accurate, easy to maintain, and connected to the page or campaign goal. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Use strong headlines and descriptions Use use strong headlines and descriptions only when it helps the user complete a task or understand the offer. Avoid adding elements only because they are common best practices. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Upload quality images and logos Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Performance Max Checklist. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Add video assets where possible Create add video assets where possible in a way that is useful to both users and the business. The item should be visible, accurate, easy to maintain, and connected to the page or campaign goal. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Review asset performance signals Review review asset performance signals against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Avoid generic creative Remove or avoid avoid generic creative when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

Audience Signals and Search Themes

This section helps the reader complete the audience signals and search themes portion of the Performance Max Checklist with a practical, evidence-based workflow.

Use this section to make sure audience signals and search themes is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Add relevant first-party audiences Create add relevant first-party audiences in a way that is useful to both users and the business. The item should be visible, accurate, easy to maintain, and connected to the page or campaign goal. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Add custom segments where useful Create add custom segments where useful in a way that is useful to both users and the business. The item should be visible, accurate, easy to maintain, and connected to the page or campaign goal. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Use search themes intentionally Use use search themes intentionally only when it helps the user complete a task or understand the offer. Avoid adding elements only because they are common best practices. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Do not treat signals as strict targeting Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Performance Max Checklist. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Review insights regularly Review review insights regularly against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Exclude poor-fit audiences where possible Remove or avoid exclude poor-fit audiences where possible when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

Brand, Feed, and URL Controls

This section helps the reader complete the brand, feed, and url controls portion of the Performance Max Checklist with a practical, evidence-based workflow.

Use this section to make sure brand, feed, and url controls is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Review brand exclusions Review review brand exclusions against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Review final URL expansion settings Review review final url expansion settings against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Exclude irrelevant landing pages Remove or avoid exclude irrelevant landing pages when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Optimize Merchant Center feed if ecommerce Improve optimize merchant center feed if ecommerce based on measurable impact, not guesswork. Prioritize changes that improve user experience, conversion quality, crawlability, speed, or campaign efficiency. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Review product status issues Review review product status issues against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Use listing groups intentionally Use use listing groups intentionally only when it helps the user complete a task or understand the offer. Avoid adding elements only because they are common best practices. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

Reporting and Optimization

This section helps the reader complete the reporting and optimization portion of the Performance Max Checklist with a practical, evidence-based workflow.

Use this section to make sure reporting and optimization is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Review campaign insights Review review campaign insights against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Analyze search category data where available Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Performance Max Checklist. Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Monitor lead quality Monitor monitor lead quality on a recurring cadence and record what changed. Trends over time are usually more useful than one-time snapshots. High Strategist Screenshot, report export, URL, test submission, or implementation note
Compare against Search campaigns Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Performance Max Checklist. High Strategist Screenshot, report export, URL, test submission, or implementation note
Refresh creative periodically Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Performance Max Checklist. Recommended Strategist Screenshot, report export, URL, test submission, or implementation note
Avoid excessive changes during learning Remove or avoid avoid excessive changes during learning when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. Recommended Strategist Screenshot, report export, URL, test submission, or implementation note

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