Performance Max Setup Checklist: Avoid the 2-Week Crash

Before Launching Performance Max, Verify:

• ☐ 50+ conversions/month on existing campaigns
• ☐ Conversion tracking properly configured
• ☐ Customer lists uploaded to Audience Manager
• ☐ Backend tracking for new vs. repeat customers
• ☐ Minimum $50-100/day budget available
• ☐ Search campaigns already profitable (PMax isn't for beginners)

Missing items? Fix them first—PMax needs data to work.

Why Initial Success Often Doesn't Last

Week	What Happens	Performance
1-2	Warm audiences convert	Excellent CPA
3-4	Warm audience depletes	Sharp decline
5+	Struggles with cold traffic	Poor/stagnant

The cause: PMax prioritizes easy wins from remarketing over new customer acquisition.

Why This Matters

• Initial results feel amazing
• You scale budget based on early performance
• Then performance crashes
• You've wasted money and time

Step 1: Create Campaign

• ☐ Select "Performance Max" campaign type
• ☐ Set realistic budget ($50-100/day minimum)
• ☐ Choose "Conversions" or "Conversion value" goal

Step 2: Configure Bidding

Scenario	Strategy
Default start	Maximize Conversions
After 30+ conversions	Target CPA or Target ROAS
Scaling	Gradual budget increases (20%)

Step 3: Enable New Customer Acquisition (CRITICAL)

This is the setting most advertisers miss:

1. Navigate to Bidding Strategy section
2. Find "Custom Acquisition" option
3. Select "Bid higher for new customers"
4. Set incremental value (30-60% above existing customer value)

Example Values:

Customer Type	Value
Existing customer	$100
New customer	$150 (50% premium)

Required Audiences

• ☐ Customer list (email uploads)
• ☐ Website visitors
• ☐ Purchase completers
• ☐ Custom intent audiences

Purpose

Helps Google distinguish new vs. existing customers. Without customer lists, PMax can't properly implement new customer acquisition bidding.

How to Upload Customer Lists

1. Go to Tools & Settings → Audience Manager
2. Click "+" and select "Customer list"
3. Upload emails in required format
4. Wait for list to process (24-48 hours)
5. Add to PMax campaign's audience signals

Minimum Assets Required

Asset Type	Minimum	Maximum
Headlines	5	15
Long headlines	1	5
Descriptions	2	4
Images	3	20
Logos	1	5
Videos	0	5

Asset Tips

• Include variety in headlines (benefits, features, offers)
• Use high-quality images (1200x628 recommended)
• Add video if available (YouTube preferred)
• Match messaging to landing page

Image Specifications

• Landscape: 1200x628 (1.91:1)
• Square: 1200x1200 (1:1)
• Portrait: 960x1200 (4:5)
• Max file size: 5MB

Why Brand Exclusions Matter

Without brand exclusions, PMax will claim credit for brand searches that would have converted anyway. This inflates performance metrics and masks true prospecting performance.

How to Set Up

1. Go to campaign settings
2. Find "Brand exclusions" section
3. Add your brand name and variations
4. Include common misspellings

What to Exclude

• ☐ Your brand name
• ☐ Common misspellings
• ☐ Product line names
• ☐ Domain name

Create Separate Brand Campaign

Run a separate Search campaign for brand terms with higher ROAS target. This protects brand traffic while allowing PMax to focus on prospecting.

Week 1-2: Early Warning Signs

• ☐ Check new vs. returning customer split
• ☐ Monitor impression share across placements
• ☐ Verify brand exclusions are working
• ☐ Review asset performance

Week 3-4: Validation

• ☐ CPA/ROAS still within target?
• ☐ New customer acquisition rate maintained?
• ☐ No significant performance drop?
• ☐ Search impression share stable?

Ongoing

• ☐ Weekly asset performance review
• ☐ Monthly audience signal refresh
• ☐ Quarterly customer list update
• ☐ Budget increases max 20% at a time