Google Performance Max: Creating Video Assets with AI

Google Performance Max: Creating Video Assets with AI

Google Performance Max campaigns are powerful. They serve ads across Search, Display, YouTube, Gmail, Maps, and Discover -- all from a single campaign. But there is a catch most advertisers discover too late: if you do not provide video assets, Google will auto-generate them for you. And those auto-generated videos are, to put it diplomatically, terrible.

Google stitches together your static images with generic transitions and robotic text overlays. The result looks like a slideshow from 2012, and it performs accordingly. Internal Google data shows that PMax campaigns with advertiser-supplied video assets deliver 12% more conversions on average compared to those relying on auto-generated video.

The solution is clear: supply your own high-quality video assets. The challenge is that producing video at the scale and variety PMax demands has traditionally been expensive and time-consuming. That is where AI video generation changes the equation entirely.

In this guide, we will cover exactly what video assets PMax needs, the specifications to follow, and how to use AI tools to create them efficiently.

What Is Google Performance Max and Why Does Video Matter?

Performance Max (PMax) is Google's AI-driven campaign type that uses machine learning to optimize ad delivery across all of Google's advertising channels. You provide a set of assets -- headlines, descriptions, images, and videos -- and Google's algorithm mixes and matches them to find the highest-performing combinations for each placement.

Video is critical because it unlocks YouTube placements, which represent a massive share of PMax's available inventory. Without video, your campaign is essentially running with one arm tied behind its back.

How PMax Uses Your Video Assets

• YouTube in-stream: Pre-roll and mid-roll ads on YouTube videos.
• YouTube in-feed: Thumbnail ads in YouTube search results and the home feed.
• YouTube Shorts: Vertical video placements in the Shorts feed.
• Display network: Video ads served across Google's display partner sites.
• Discover feed: Video content in the Google Discover feed on mobile.

Google's algorithm tests different asset combinations and allocates budget to the highest performers. More video variations means more combinations to test, which means the algorithm can optimize faster and find winning creative sooner.

PMax Video Asset Specifications

Before creating a single frame, you need to understand the technical requirements.

Required Formats and Aspect Ratios

Format	Aspect Ratio	Minimum Resolution	Best For
Landscape	16:9	1920x1080	YouTube in-stream, Display
Portrait	9:16	1080x1920	YouTube Shorts, mobile placements
Square	1:1	1080x1080	Discovery, Display, social-style placements

Duration Requirements

• Minimum: 10 seconds
• Recommended: 15-30 seconds for most placements
• Maximum: 60 seconds (shorter generally performs better)
• For Shorts placements: Under 60 seconds, ideally 15-30 seconds

Technical Specs

• File format: MP4 (uploaded to YouTube first, then linked to PMax)
• File size: Under 256 GB (effectively unlimited for ad-length videos)
• Frame rate: 24-60 fps
• Audio: Recommended but not required; ads may autoplay muted

How Many Videos Should You Provide?

Google recommends providing at least 5 video assets per asset group. For optimal performance, aim for:

• 2-3 landscape (16:9) videos
• 2-3 portrait (9:16) videos
• 1-2 square (1:1) videos

Multiply this across multiple asset groups (one per product category or audience segment), and you quickly need dozens of videos. This is precisely where AI video generation becomes indispensable.

Creating PMax Video Assets with AI: A Step-by-Step Guide

Let us walk through the process of building a complete set of PMax-ready video assets using AI.

Step 1: Define Your Asset Groups and Messaging

Before generating any video, map out your asset groups:

• Asset Group 1: Core product/service (broad audience)
• Asset Group 2: Specific product line or feature
• Asset Group 3: Promotional or seasonal offer
• Asset Group 4: Retargeting (for audiences who have already visited your site)

For each asset group, define:

• The primary message or value proposition.
• The target audience and their pain points.
• The call-to-action.

Step 2: Write Your Scripts Using Proven Copywriting Frameworks

PMax videos need to communicate quickly. Every second counts. Structure your scripts using frameworks that have been proven in direct-response advertising.

AIDA (Attention-Interest-Desire-Action) works exceptionally well for 15-30 second PMax videos:

• Attention (0-3s): A bold visual or statement that stops the scroll.
• Interest (3-10s): Present the problem or opportunity.
• Desire (10-20s): Show the solution and its benefits.
• Action (20-30s): Clear CTA with urgency.

PAS (Problem-Agitate-Solve) is ideal for pain-point-driven products:

• Problem (0-5s): Name the pain.
• Agitate (5-15s): Amplify the frustration.
• Solve (15-30s): Introduce your product as the answer.

AdCreate's copywriting engine includes 11 proven frameworks including AIDA, PAS, BAB (Before-After-Bridge), and more. You can select the framework that matches your campaign goal and generate scripts tailored to your product in seconds.

Step 3: Generate Your Videos

With scripts in hand, it is time to produce the actual video assets. Here are the most effective approaches using AI:

Approach 1: Text-to-Video Generation

Feed your script into an AI video generator and let it create visuals from scratch. This is ideal for:

• Concept-driven ads where you do not have existing footage.
• Abstract or aspirational messaging.
• Quick iteration on multiple creative directions.

With AdCreate's text-to-video feature, powered by Veo 3.1 and Sora 2, you can generate cinematic-quality video clips from text prompts in all three aspect ratios PMax requires.

Approach 2: Image-to-Video

If you have product photos or branded imagery, image-to-video conversion brings static assets to life with motion. This works well for:

• Ecommerce product showcases.
• Before-and-after demonstrations.
• Lifestyle imagery with subtle animation.

Approach 3: AI Talking Avatars

For testimonial-style and presenter-style ads, AI talking avatars deliver a human face delivering your message without needing a real person on camera. AdCreate offers over 100 diverse AI presenters that speak naturally and convey emotion.

This approach is particularly effective for:

• UGC-style testimonial ads (top performers on YouTube and Shorts).
• Explainer and how-to content.
• Trust-building ads for retargeting asset groups.

Approach 4: Template-Based Creation

Start with proven ad templates designed specifically for different PMax placements. Templates give you a professional structure and proven pacing that you can customize with your own messaging and visuals.

Step 4: Optimize for Each Placement

Do not just create one video and resize it. Each placement has different viewing contexts:

For YouTube In-Stream (Landscape):

• Front-load your branding -- viewers can skip after 5 seconds.
• Include your logo in the first 5 seconds.
• Design for sound-on viewing.
• Add a companion banner image.

For YouTube Shorts (Portrait):

• Design for sound-off initially (use captions).
• Use fast cuts and dynamic pacing.
• Make the hook instant -- Shorts viewers decide in under 2 seconds.
• Use AI captions for accessibility and engagement.

For Display and Discover (Square/Landscape):

• Assume sound-off viewing.
• Use text overlays to convey key messages.
• Keep motion smooth and professional.
• Ensure the thumbnail/first frame is compelling.

Step 5: Upload and Structure in Google Ads

PMax videos must be uploaded to YouTube before they can be used in campaigns:

1. Upload each video to your YouTube channel (you can set them as "Unlisted" if you do not want them on your public channel).
2. In Google Ads, create your PMax campaign and asset groups.
3. Add video assets by pasting the YouTube URLs.
4. Provide at least one video per aspect ratio per asset group.
5. Include the maximum number of other asset types (headlines, descriptions, images) to give the algorithm the most combinations to test.

Best Practices for PMax Video Creative

Hook in the First 3 Seconds

Google's own research shows that 65% of YouTube viewers skip ads at the first opportunity. Your opening must be impossible to ignore:

• Start with a provocative question.
• Open with a surprising statistic.
• Show the product in action immediately.
• Use a bold visual disruption (zoom, color shift, unexpected motion).

AdCreate's Brick System is built for this. The Hook brick is a dedicated module for the opening seconds of your ad. You can generate and test dozens of hooks independently, then attach them to the same body and CTA, dramatically increasing your testing velocity.

Include Clear Branding Throughout

Unlike organic content, PMax ads need to build brand recall even if viewers do not click. Include:

• Your logo in the first 5 seconds and the last 5 seconds.
• Brand colors and visual identity throughout.
• Your brand name spoken aloud (for sound-on placements).

Create Variants, Not Just Versions

Do not just resize the same video. Create meaningfully different variants:

• Different hooks: Test emotional vs. rational vs. curiosity-driven openings.
• Different CTAs: Compare "Shop Now" vs. "Learn More" vs. "Get 20% Off."
• Different formats: Talking head vs. product demo vs. animated text.
• Different lengths: 15-second vs. 30-second vs. 45-second.

Add Captions to Every Video

Autoplay on mute is the default across most placements. If your video relies on audio to communicate its message, most viewers will never understand it. AI-generated captions ensure your message gets through regardless of sound settings.

Scaling PMax Video Production with AI

The traditional approach to PMax video is unsustainable. Hiring videographers, scheduling shoots, and editing footage for every asset group across every format can cost tens of thousands of dollars and take weeks.

AI changes the economics entirely:

Approach	Cost per Video	Time to Produce	Variants per Week
Traditional production	$500-5,000	1-4 weeks	2-5
Freelance editor	$100-500	3-7 days	5-15
AI video generation	$2-20	Minutes	50-200+

With AdCreate's credit-based pricing starting at $23/month (with a free tier of 50 credits), you can produce the volume of video assets that PMax demands without breaking your budget.

The workflow looks like this:

1. Generate scripts for each asset group using AI copywriting frameworks.
2. Produce videos in all three aspect ratios using text-to-video, image-to-video, or talking avatars.
3. Add AI captions to every variant.
4. Upload to YouTube and link to PMax.
5. Monitor performance for 2-3 weeks.
6. Replace underperformers with new AI-generated variants.
7. Repeat.

Measuring PMax Video Performance

Google Ads provides asset-level reporting that rates each asset as "Low," "Good," or "Best." Use this to guide your creative strategy:

• Replace "Low" assets immediately with new variants.
• Analyze "Best" assets to understand what creative elements resonate.
• Test variations of "Best" assets -- change the hook, CTA, or pacing to see if you can improve further.

Also monitor these PMax-specific metrics:

• Conversion value by asset group: Which product categories are video driving the most revenue for?
• Audience signals performance: Which audience segments respond best to video?
• Placement reporting: Where are your video assets appearing, and what is the performance by placement?

Frequently Asked Questions

Can I use AI-generated videos in Google Performance Max campaigns?

Yes. Google does not restrict the production method of video assets, only the content. As long as your AI-generated videos comply with Google's advertising policies (no misleading claims, prohibited content, etc.), they are fully accepted. Many top-performing PMax advertisers already use AI-generated video extensively.

What happens if I do not provide video assets to my PMax campaign?

Google will automatically create video assets by combining your static images with text overlays and transitions. These auto-generated videos typically perform poorly compared to custom-created video. They lack storytelling, professional pacing, and brand personality. Always supply your own video assets for better results.

How often should I refresh my PMax video assets?

Refresh video assets every 4-6 weeks, or whenever Google's asset reporting labels a video as "Low" performance. Creative fatigue sets in faster on high-frequency placements like YouTube Shorts and Discover. With AI video tools, you can establish a weekly or biweekly refresh cadence without significant cost increases.

Do I need different videos for each PMax asset group?

Ideally, yes. Each asset group targets a different audience segment or product category, so the messaging should be tailored accordingly. At minimum, customize the hook and call-to-action for each asset group, even if the core product demonstration is similar. AI tools make this customization fast because you can swap individual components (like hooks and CTAs) without recreating the entire video.

What video length works best for Performance Max?

For most PMax placements, 15-30 seconds hits the sweet spot. This is long enough to communicate a message and short enough to maintain attention. For YouTube in-stream specifically, front-load your key message in the first 5 seconds (before the skip button appears). For Shorts placements, 15-20 seconds tends to perform best. Always provide a mix of lengths to give the algorithm options.

Conclusion

Google Performance Max is only as strong as the assets you feed it. Video is the most impactful asset type, unlocking YouTube and high-engagement placements that static images simply cannot reach. But the volume and variety PMax demands has historically made video the most expensive and time-consuming asset to produce.

AI video generation eliminates that bottleneck. Whether you use text-to-video, image-to-video, or AI talking avatars, you can now produce the dozens of video variants PMax needs in hours instead of weeks, at a fraction of the cost.

Stop letting Google auto-generate embarrassing slideshows on your behalf. Take control of your PMax video assets, test aggressively, and let the algorithm do what it does best with the best creative you can give it.

Get started with AdCreate and build your first PMax video asset set today.