A brand new BlueWinston campaign type: Performance Max campaigns in Microsoft Ads

Microsoft Ads is in most of the EU a brand new platform that advertisers are still getting used to. Most of the advertising market is being held by Google and Microsoft is steadily growing. Currently, as we all know, the most performing campaign type in Google Ads is Performance Max, but Microsoft Ads doesn’t have it yet widely available. It is still in Beta development, but there is a solution for advertising through Performance Max campaigns in Microsoft Ads as well.

As a Microsoft Channel Partner, we had an opportunity to integrate the P. Max ads into our automation tool BlueWinston, which we of course seized. With this, we bring not only Product and Group text campaigns to the Microsoft Ads environment but also Performance Max ads.

What does this mean for you? You can now easily create all campaigns that BlueWinston offers for both Google and Microsoft Ads. The best thing is that the creation process is almost totally the same!

In both cases, BlueWinston provides additional features that you won’t find in Google Ads or Microsoft Ads. For example, advanced product filtering, the creation of Asset Groups, optimization scripts, and more. As a result, the campaign performance is often higher than if you were to create them through Google Ads or Microsoft Ads.

What are the differences between P. Max campaigns in Google Ads and Microsoft Ads?

First of all, let’s briefly check what P. Max campaigns for Google Ads and Microsoft Ads have in common. These campaigns advertise products through Shopping ads (Google Search / Bing) as well as across the other Google and Microsoft advertising networks.

The differences lie in the structure of Performance Max campaigns in Google Ads and Microsoft Ads. For example, they have different image formats, different requirements for text, and so on.

The differences are described in the following table:

Google AdsMicrosoft Ads
Imageslandscape, square, portraitlandscape, square
Videosup to 5 youtube videosnone
Headlinesfrom 3 – 5from 3 to 15
DescriptionFirst description max 60 chars, others 90 charsAll descriptions max 90 chars
Business name(required)(optional)
Call to action18 options91 options
Products in Asset Groupmax 998 filtered IDs (products)Max 19998 filtered IDs (products)
Asset Groupsmax 100max 100

What does this mean for you?

These differences mean a slightly different structure in Performance Max campaigns in Google Ads and Microsoft Ads. For example, in a PMax campaign for Google, you can use YouTube videos, while it’s not possible for MS Ads PMax campaigns. Another difference is in the texts, both in headlines and descriptions.

The most significant difference is the division of products into Asset Groups. In Google PMax campaigns, each Asset Group can accommodate a maximum of 998 products, so for larger campaigns, multiple Asset Groups will be created. In MS Ads PMax campaigns, one Asset Group can hold a maximum of 19,998 products.

In practice, this means that for Google PMax campaigns, we recommend dividing products into smaller Asset Groups, while for Microsoft PMax campaigns, you can include nearly 20,000 products in one Asset Group.


Microsoft Ads is a growing platform that is gaining popularity quite fast. To boost your online sales you should consider starting at least the P.Max campaign in Microsoft Ads. This way you can test if your audience is using the Bing search engine. If they are, and you start getting sales you can compliment the P.Max campaigns with our other types such as Product Text Ads, DSA campaigns or Group Text Ads.

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About the Author:

Account manager at BlueWinston & CCS Shopping in EU (I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search)