Performance Max Limitation With a Google Ads Grant

By / Google Ads Grant /

The Technical Restriction

In a standard Paid PMax campaign, video is a mandatory requirement (if you don’t provide one, Google will actually auto-generate a basic one for you using your images). However, because Google Ad Grants are strictly limited to the Search Network, the system handles your PMax assets differently:

  • No YouTube Inventory: Ad Grant ads cannot appear on YouTube. Therefore, any video you upload to a PMax Asset Group will simply never be shown.
  • No Display Network: Similarly, your ads won’t appear on the Google Display Network (the banners you see on news sites).
  • Search & Maps Only: Your PMax campaign will only use your Text Assets (headlines/descriptions) and Image Assets (for Search Ad Images and Google Maps pins).

How to set up your Assets for an Ad Grant PMax

When you are building your Asset Group for the RSPCA East Berkshire branch, you should focus your energy here:

  1. Skip the Video: Even if the interface asks for it, you can leave it blank or upload it knowing it won’t run. Google won’t penalise the “Ad Strength” score as heavily in a Grant account for missing video.
  2. Max out Headlines & Descriptions: Since you are limited to Search, your text is your only tool. Use all 15 headlines.
  3. High-Quality Images: These will show up next to your Search ads (as “Image Assets”) and on Google Maps. Use clear photos of the cats currently at the branch.
  4. Search Themes: Use these to tell the AI exactly which “Search” topics to find. This replaces the “targeting” that video would usually do.

The “Paid” Exception

If the RSPCA East Berkshire branch ever decided to spend its own money (outside of the £7,800 monthly Grant) on a separate “Paid” account, you would absolutely want to use video.

In a Paid PMax campaign, a video of a cat being rescued or a “Success Story” would be your highest-converting asset on YouTube and Instagram-style “Shorts” placements.

Summary:

Paid PMax: Requires Video + Images + Text. Shows on YouTube, Search, Maps, Gmail.

Grant PMax: Requires Text + Images. Shows ONLY on Search and Maps.

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