Google AI-Powered Performance Ads cheat sheet
Google AI-Powered Performance Ads · Keep the key ideas within reach.
Performance Max, Search, signals and creative controls
Performance Max accesses eligible channels without guaranteeing every placement.
Audience signals guide learning rather than act as exclusive targeting fences.
Creative diagnostics and product feeds require actual outcome and data-quality review.
Search interaction depends on current matching, eligibility and auction rules.
Conversion goals, values, budgets and value-based bidding
Values and selected conversion goals must represent the intended business outcome.
ROAS is conversion value divided by ad cost, not a complete profit calculation.
Average targets are aims rather than per-transaction guarantees.
Performance Max portfolio restrictions and conversion delays must be respected.
Measurement quality, consent, attribution and causal evaluation
Validate events, values, identifiers, consent state and actual reporting.
Hashing and server-side processing do not automatically establish permission or anonymity.
Separate conversion actions can double count one business outcome.
Attribution credit is different from a well-designed causal lift estimate.