EStore Tools

Performance Max Asset Generator

Write every text asset for a retail Performance Max asset group: 15 headlines, 5 long headlines, 5 descriptions and search themes.

Describe the result you need. AI will set up the tool and ask for any missing details.

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Your brief

These form details are sent to our AI provider when you generate. Review the result before publishing.

Google's text limits for Performance Max

AssetHow manyMaximum length
Headlines3 to 15 (the tool writes 15)30 characters, with at least one of 15 or fewer
Long headlines1 to 5 (the tool writes 5)90 characters
Descriptions2 to 5, including one short description90 characters; the short description 60
Business name125 characters, matching your domain or verified business name
Search themesOptional, up to 50 per asset groupShort phrases shoppers search for

Characters in Chinese, Japanese and Korean count as two toward each limit.

The generator keeps every line short by word count, but it can't count characters exactly. Check each line's count in Google Ads as you paste it, and trim anything over the limit.

How the 15 headlines are mixed

Google combines your assets in any order, so each line has to stand on its own. The headlines follow a fixed mix, so you always get short ones, keyword ones and reasons to buy:

  • 3 very short headlines (1 or 2 words), which covers the rule that one headline must be 15 characters or fewer.
  • 2 with your main search terms, if you add them under Details.
  • 4 on benefits and features.
  • 2 on reasons to buy from you: shipping, returns, guarantees.
  • 2 on your promotion, or more benefits if you don't have one.
  • A call to action and one more that suits the product.

Adding them to your asset group

  1. 01

    Open the asset group

    In Google Ads, open your Performance Max campaign, go to Asset groups and edit the group's assets.

  2. 02

    Paste each line

    Add the headlines, long headlines and descriptions one per field, and put the short description where Google asks for it.

  3. 03

    Add search themes

    Search themes go under the asset group's Signals: up to 50 per group. Press Enter after each one, then Save.

  4. 04

    Check the business name

    It has to match your domain or verified business name exactly, with no extra symbols or promotional text, or it can be disapproved.

In a retail campaign linked to Merchant Center, the listing groups decide which products show. The default is every product in the linked account, so make sure the text fits the products you include.

Policy pitfalls

  • No emoji or repeated punctuation. Google's policy lists emoji as unsupported characters and rejects repeats like “flowers!!”.
  • No gimmicky capitals or spelling, such as FREE or F.R.E.E.
  • No phone numbers in the ad text.
  • Superlatives need proof. The generator won't write “best” or “#1” unless you give it the evidence.

Before you raise spend, check what return on ad spend you need with the break-even ROAS calculator.

Questions people ask

How many headlines does Performance Max need?

At least 3 and up to 15, each up to 30 characters, with at least one of 15 characters or fewer. Google recommends 11 or more.

What's the difference between a headline and a long headline?

Headlines are up to 30 characters; long headlines are up to 90. Google uses both across its ad formats, so fill in both: the tool writes 15 headlines and 5 long headlines.

Do I need text assets if I have a Merchant Center feed?

A feed-only campaign can launch without them, but Google notes it may get a Poor Ad Strength rating. A full set of text gives Google more to work with.

What are search themes?

Phrases that tell Google what people search for when they want your products. You can add up to 50 per asset group. Avoid near-duplicates like “car” and “automobile”, which reach the same people.

Does the business name have to match my domain?

Yes. It must exactly match your domain name or your verified business name, with no extra symbols or promotional text, in 25 characters or fewer.

Related tools

Break-Even ROAS CalculatorFind the ROAS your ads need to stop losing money, plus break-even CPA and the most you can pay per click.POAS CalculatorJudge ads by profit, not revenue: profit on ad spend, break-even ROAS and what's left after ads.TikTok Ad Script GeneratorGet a 15 or 30 second TikTok ad script, beat by beat: hook, problem, demo, proof and call to action, with a shot list.Shopify Product Description GeneratorDescribe the product in your own words and get a clean description, ready to paste into Shopify.

Want this builtinto your store?

I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.

Emmanuel Asika

Emmanuel Asika

Shopify & WooCommerce developer, Dublin

I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.

hello@emmanuelasika.com
See my work

Last reviewed 30 September 2026.

Sources: Google Ads Help: About text assets for Performance Max campaigns · Google Ads Help: Performance Max campaigns specs and format requirements · Google Ads Help: Set up your asset group and assets · Google Ads Help: Use search themes with your Performance Max campaign · Google Ads policy: Punctuation and symbols · Google Ads policy: Editorial