Performance Max variants and asset requirements
Performance Max in Microsoft Advertising requires a precise combination of text headlines, visual assets, video files, and audience signals. Here are the specifications and campaign variants.
Retail versus non-retail campaign variants#
Microsoft Advertising supports two main variants of Performance Max: Feed-based Retail campaigns and Non-Retail Asset Group campaigns. Retail variants link directly to Microsoft Merchant Center store feeds, dynamically generating product shopping listings alongside native and search ads.
Non-retail variants focus on service inquiries, B2B lead capture, and brand consideration, leveraging text assets, high-resolution lifestyle photography, and company logos.
Text asset limits and editorial guidelines#
Each asset group requires a robust pool of copy assets to enable automated testing, per Microsoft PMax Asset Guidelines, 2026:
- Short Headlines: 3 to 15 headlines (maximum 30 characters each).
- Long Headlines: 1 to 5 headlines (maximum 90 characters each).
- Descriptions: 2 to 5 descriptions (maximum 90 characters each, with at least one short description under 60 characters).
- Business Name: 1 business name (maximum 25 characters).
Image dimensions, logos, and video assets#
Visual assets must be supplied in three mandatory aspect ratios according to Microsoft Advertising Specifications, 2026:
| Asset Type | Aspect Ratio | Minimum Resolution | Max File Size |
|---|---|---|---|
| Landscape Image | 1.91:1 | 1200 x 628 px | 5 MB |
| Square Image | 1:1 | 1200 x 1200 px | 5 MB |
| Portrait Image | 4:5 | 960 x 1200 px | 5 MB |
| Square Logo | 1:1 | 128 x 128 px (1200 x 1200 recommended) | 5 MB |
Audience signals and steering inputs#
Audience signals steer Microsoft's machine learning models during the initial ramp-up period. Combining Customer Match email lists, website remarketing pools, and native LinkedIn company size segments accelerates algorithm training.
Learn more about multi-channel campaign architectures on our Microsoft Ads Hub.
Final URL expansion controls#
Final URL Expansion allows Microsoft to replace your provided landing page with a more relevant URL on your domain. For lead generation accounts with strict landing page funnels, disabling URL expansion prevents traffic leakage to non-converting blog posts.
Turn off Final URL Expansion when running dedicated PPC landing pages with conversion forms.
Frequently asked questions#
What is the minimum number of images required for Microsoft PMax?
Microsoft PMax requires at least one landscape image (1.91:1) and one square image (1:1), along with a 1:1 square logo.
What happens if I don't provide a video asset in PMax?
If no video is uploaded, Microsoft may auto-generate simple video assets from your text and images to access video and streaming placements.
Can I use Merchant Center feeds in non-retail PMax campaigns?
No, Merchant Center product feeds are exclusively tied to retail PMax variants designed for e-commerce transactions.
How many headlines should I add to an asset group?
While the minimum is 3, providing the full maximum of 15 short headlines and 5 long headlines gives the algorithm optimal testing diversity.
What is the role of audience signals in Microsoft PMax?
Audience signals guide machine learning towards high-probability customer segments, accelerating the learning phase without strictly limiting delivery to those audiences.
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