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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