The Importance of Good Ad Creative for Performance Max Campaigns
One of the primary benefits of running a Performance Max campaign is the ability to leverage image and video content in your ads. Having polished, engaging visual advertisements adds a further layer of legitimacy to your center when users come across your ads online. Standard text ads—with headlines and descriptions—are important, but being able to tell your brand’s story through visual advertisements helps build trust amongst your audience, and ultimately, results in more conversions for your campaign.
When setting up a Performance Max campaign on Google, it is crucial to ensure you are following all of Google’s best practices during the campaign creation process. One of the most important best practices to adhere to is ensuring you have the maximum number of required ad creative, which is: twenty images and at least one video asset. The reason for this is that Google's system will test multiple combinations of headlines, descriptions, images, and videos to find the one that delivers the best results for your campaign. Therefore, the more images and videos you include in your campaign, the more combinations you give Google to work with. This helps boost campaign efficiency, saving you money and garnering more calls and appointment bookings from your advertising efforts.
In a fast-paced digital world, where image and video content dominate social media feeds, it has never been more important to leverage images and videos to tell your center’s story. Not only does this help with brand trust and recognition, but it also helps users quickly and effectively understand the types of services your center offers. For example, let’s say someone comes across your center’s ad on YouTube, where they see an image of a positive pregnancy test, followed by your center’s name and branding. They will instantly understand that your center provides pregnancy testing, without having to take the time to read an ad description about the services that you offer. The engagement is much more seamless, and the potential client becomes aware much quicker of what you have to offer.
If your center has a creative design team, use them as much as you can to create engaging, informative ads. This will only benefit you in the long run when running ads via Performance Max on Google, and will translate into increased brand awareness and more visits to your center. If you do not have a dedicated creative team at your disposal, don’t worry! There are numerous AI-powered tools you can leverage to create engaging content for your ads—for free! ChatGPT, Gemini, Veo3, Adobe Spark Post, Adobe Stock, etc, are all fantastic tools that can help you create exactly the type of content you want displayed in your ads online.
By investing the time and resources into high-quality ad creative, you’re not just making your Performance Max campaigns look better—you’re giving them the tools they need to succeed. Every image and video you include becomes another opportunity for Google to connect your message with the right audience, in the right moment. Whether you rely on a talented in-house design team or leverage the growing range of AI-driven creative tools, the key is to tell your center’s story in a way that resonates instantly. In today’s competitive digital landscape, strong visuals aren’t just a nice-to-have; they’re the difference between being scrolled past and being remembered.