Google expands Message asset to Performance Max
Google's expansion of Message assets to PMax campaigns helps advertisers drive direct customer engagement through chat-based interactions.
Anu Adegbola on March 11, 2025 at 11:12 am | Reading time: 1 minute
Google is adding more engagement options to Performance Max campaigns, adding Message assets alongside those already available in Search campaigns.
What’s new:
- The Message assets functionality, previously exclusive to Search ads, was spotted by digital marketer Emirhan Bayutmuş and is now available in Performance Max campaigns.
- This feature allows users to initiate conversations with businesses directly from ads, enhancing engagement.
- Google has updated their message asset help document to reflect this update.
Why we care. The expansion gives advertisers another way to connect with potential customers directly through chat-based interactions, potentially improving conversion rates.
What to watch. Expect further integration of conversational ad formats as Google continues to refine its AI-driven ad experiences.
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About the author
Staff
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.