Wondering why your Performance Max campaigns aren’t giving the results you were expecting? It’s not PMAX, it’s your assets.

Performance Max campaigns on Microsoft Advertising promise reach, automation, and results. But for many advertisers, the reality hasn’t lived up to the pitch. Campaigns launch, budgets are spent, and yet… performance stalls. The clicks don’t convert. The learnings feel slow. The ROI just isn’t there.

So what’s going wrong?

In most cases, it’s not the platform.
It’s not the algorithm.
It’s not even your targeting.

It’s your assets.

In a campaign type where AI drives everything from who sees your ads to how they’re displayed, the quality and variety of your creative assets determine how successful your campaign can be. If Performance Max isn’t delivering for you, this is the place to start.

PMAX Doesn’t Work Without High-Quality Inputs

Unlike traditional campaigns where you control keywords, audiences, and placements, PMAX relies on signals – and your assets are the most important of all. Every headline, image, video, and description you upload becomes a building block for the system to mix, match, and optimise.

When done well, these combinations are what allow PMAX to find the right people at the right time with the right message, which is what makes PMAX so powerful. In fact, Microsoft reported advertisers see a 32% decrease in cost per acquisition (CPA) and a 3x increase in return on ad spend (ROAS) on average, compared to running search campaigns alone. However, when assets are done poorly, the algorithm has little to work with, and performance suffers.

“I think people have forgotten that they’re selling to people,” said Founder of Performance Manchester, Charley Brennand. “You’re not selling to an algorithm or robots. PPCers need to optimise their assets to reflect that. Assess them and be brutal – are they boring? Are they solving any problems or addressing any pain points? Because if they’re not, they’re not doing anything for your campaign.”

So are your assets hitting the mark? Let’s break down exactly what strong assets look like, where most advertisers fall short, and how to fix it.

Common Signs Your Assets Are Holding You Back

1. You’re only using the minimum required fields

PMAX gives you room for:

• 15 short headlines
  
• 5 long headlines
  
• 5 descriptions
  
• Multiple images and logos
  
• Video content
  
• Ad extensions like sitelinks and callouts
  

Too often, advertisers upload just a few headlines, one image, and a CTA – treating the asset group like a form to fill out rather than a performance engine to optimise. The algorithm can only test what you give it. The fewer variations you provide, the slower it learns, and the fewer winning combinations it can uncover.

2. Your assets lack variety in tone, message, and format

Fifteen headlines that all say the same thing are no better than three. PMAX thrives on diversity – in tone, in value proposition, and in call to action. If your assets don’t reflect different ways of speaking to your audience, your campaign can’t adapt to the range of user intent across Microsoft’s network.

3. Your images are not built for performance environments

Images with busy backgrounds, overlaid text, or generic stock visuals often fail to perform across placements. Asset previews may look clean in the ad builder, but in real-world placements – like native in-feed ads or small mobile formats – they’re cluttered, cropped, or unrecognisable.

Great PMAX imagery is intentional, product-focused, and clean. It’s not just about looking good – it’s about functioning well in multiple formats.

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What High-Performing Assets Actually Look Like

Don’t fine-tune a few assets while ignoring the rest. In PMAX, every single asset plays a role, and each one deserves individual attention if you want maximum impact. Let’s break down every asset type and how to optimise it for peak performance.

Headlines

Use all 15 short headlines and 5 long headlines and vary them intentionally. PMAX uses these as modular creative elements, so each one should deliver standalone impact.

• Highlight different benefits: cost savings, convenience, speed, service quality, etc.
  
• Switch between tones: some headlines can be direct and functional, others emotional or curiosity-driven.
  
• Incorporate social proof: e.g., “10,000+ businesses use our tool”
  
• Include urgency where appropriate: “Ends Friday”, “Last chance to save”
  

Avoid:

• Repetition eg. “Save 20% Today”, “20% Discount Available”, “20% Off Now”.
  
• Vague claims with no clear value eg. “We’re the best”, “You’ll love it”.

Descriptions

Each of the five descriptions should expand on a unique selling point, reinforcing trust and relevance.

• Clarify the benefit behind the feature: Not “Advanced Analytics”, but “Make smarter decisions with live campaign insights.”
  
• Add a layer of credibility: Mention awards, partnerships, or customer testimonials.
  
• Introduce soft CTAs when appropriate: e.g., “Learn how it works”, “Explore your options”, “Get started today”
  

Descriptions may appear in tandem with headlines across different placements, so ensure they work both independently and as supporting copy.

Images

Images need to communicate value without relying on copy. PMAX placements are visual-first and span everything from shopping tiles to native display to app inventory.

Best practices:

• Use real product or service visuals – not abstract lifestyle imagery.
  
• Avoid embedded text or overlays (these limit flexibility and can get cropped).
  
• Optimise for multiple sizes: 1.91:1, 1:1, 4:5 are most common.
  
• Preview assets using Microsoft’s ad preview tool to ensure nothing important is cropped on mobile.
  

The goal is recognisability, clarity, and consistency across placements.

Video

Video isn’t mandatory, but it significantly boosts reach and engagement. Even a basic 15–30 second video like a product walkthrough or animated explainer opens up new inventory and lets the algorithm test more formats.

Key pointers:

• Start with your strongest value proposition in the first 3 seconds.
  
• Include captions or on-screen text – many users view without sound.
  
• Match your landing page visually (brand colours, product scenes, etc.)
  
• Include a CTA at the end, even if it’s simple (“Find out more”)
  

If you don’t have existing video assets, consider repurposing static creatives using Microsoft’s video builder or third-party tools.

Call-To-Action (CTA)

Your CTA should reflect the next logical step for the user – try to avoid using something generic like “Learn More”.

Match it to your funnel stage:

• Top of Funnel: “Discover More”, “See What’s New”
  
• Mid-Funnel: “Get a Demo”, “Try Free for 14 Days”
  
• Bottom of Funnel: “Buy Now”, “Start Saving Today”
  

Test different CTAs across asset groups to see which combinations drive the highest click-through and conversion rates.

Asset Group Structure Matters Too

Strong assets can’t perform well inside weak structures. Each asset group should be built around a unified theme – a single product category, service line, audience segment, or promotional message.

“It can be really beneficial to create separate asset groups for offers and deals or for seasonality,” said Alex McDougall, Partner Support Manager at ClickTech. “So examples here could be a separate asset group for Black Friday or for a summer sale or for high profit product or brand.”

Avoid mixing:

• Budget and premium offerings
  
• Seasonal and evergreen campaigns
  
• B2B and B2C language
  

This ensures your creative remains relevant and tightly focused – improving both ad quality and audience alignment.

Final Thought: It’s Not PMAX, It’s You

If your PMAX campaign isn’t working, it’s not because the system is broken. It’s because it’s reflecting what you’ve given it – and if what you’ve given it is limited, repetitive, or poorly structured, that’s what will show up in your results.

Your creative assets are the single biggest lever you can pull. They impact every part of campaign performance – from click-through rates to conversion volume, learning speed, and budget efficiency.

So before you blame the algorithm, take a closer look at your headlines, your images, and your structure. Because when the assets are right, PMAX works exactly as it should.

Ready to start optimising your PMAX assets? Set up your free Adzooma account today and get tailored recommendations to boost the performance and ROI of your campaigns.