Now that you've decided on your Labelizer approach, it's time to implement it in your Google Ads account. You have two options:
Option A: Turn your existing campaign into a Labelizer campaign (Recommended)
Option B: Create a new Performance Max Campaign from scratch
The first option is preferred as it preserves your performance data and prevents the learning phase from restarting in Google Ads.
How to set up a Labelizer campaign
Watch this video tutorial or follow the step-by-step guide below.
Option A: Turn your existing campaign into a Labelizer campaign
If you already have a Performance Max (PMax) campaign running, you can convert it into a Labelizer campaign.
In this example, we’ll focus on the profitability-based Labelizer approach, isolating your Villains. However, you can follow the same steps for other setups—just ensure you're selecting the right labels for your campaign structure.
Step 1: Access Your Existing Campaign
Your current campaign (Campaign 0) includes all your products. To modify it:
Go to Asset Groups > Listing Groups
Add a subdivision by selecting the custom label where the Labelizer labels are stored and choose the product label that corresponds to your campaign’s purpose.
Step 2: Create the Heroes, Sidekicks, and Zombies Campaign
In this case, we want to transform the existing campaign into a Heroes, Sidekicks, and Zombies campaign.
Select the Villains label.
Save your changes.
Exclude Villains and include “All Other Products.”
At this point, your Heroes, Sidekicks, and Zombies campaign is set up, but Villains are not yet included in any campaign.
Step 3: Create a Separate Villains Campaign
Since Villains are excluded from the existing campaign, we now need to create a new campaign specifically for Villains:
Create a new PMax campaign (👉 How to create a PMax Campaign)
Follow the same steps as before, but this time:
Create a listing group that includes only Villains
Exclude all other products
Option B: Create a new Performance Max Campaign
1-Select the campaign objective
Open your Google Ads dashboard and start a new ad campaign. Choose a suitable campaign objective—“Sales” in this example.
Under conversion goals, select the most relevant option. In this example, we choose “Purchases”.
Set your campaign type to Performance Max.
Select your Merchant Center account and the country where you sell your products. Name your campaign, including relevant details such as country, campaign type, and label, like Heroshop_PMax_Villains
2-Bidding
The next step is selecting your bidding strategy. In this example, we choose “Conversion Value” and “Set a target return on ad spend (ROAS)” of 500%
📌 Best practice: Set the same TROAS for all Labelizer campaigns for optimal results.
3-Campaign Settings
Start by choosing the location you want to target. In this example, we are targeting the Netherlands. If you want to focus on specific areas within a location, select “Nearby” and click on “Target or Exclude locations” to refine your selection.
Next, select the language for your ads. Google provides language recommendations based on your chosen location. In this example, we have selected Dutch, but Google also suggests including English to maximize reach.
4-Automatically created assets
In this section you can disable (or enable) automatically created assets. They are ad components that Google generates dynamically using content from your website, ads, and landing pages.
📌 Best practice: Turn off automatically created assets
Why? (click to expand)
Why? (click to expand)
When Final URL expansion is turned on, Google can replace the Final URL with a landing page it deems most relevant to the user search query and intent. However, in practice, this can lead to Google selecting irrelevant pages. Therefore, we recommend turning Final URL expansion off, so that the landing pages of the Merchant Center are being used.
5-Asset group
The next step is to create your asset group, where you manage your ads, creatives, and product targeting within the listing group (product group).
Since in this example we are creating a new campaign specifically for "Villains" products, we will set up an asset group exclusively for these items and name it "Villains."
Setting up the Listing Group
Click the pencil icon next to “All products.”
Choose the Custom Label where you’ve assigned Producthero Advertising Labels (to check this, go to the Producthero Platform under “Feed Settings”).
In this example, the labels are set under Custom Label 0, so we select this label and filter for the "Villains" products.
Managing assets: An asset group allows you to manage various assets, including: headlines, descriptions, images, videos, logos, and URL. If you don’t add a video, Google will create one for you based on the images and text you provided.
📌 Best practice: Do not add assets to ensure your campaign serves only in the Shopping network.
Why? (click to expand)
Why? (click to expand)
Take back control of how much you want to spend on different channels. We recommend creating a dedicated Search campaign or an assets only (no MC Feed) campaign. This way, you are still serving on multiple channels, but you are in control of the ad spend.
Signals
Audience Signals are optional and are meant to jumpstart the campaign. With the correct audience signal, you can push Google’s algorithm in the right direction at the start. After that, Performance Max will optimize the campaign itself. Add Search Themes and Audience Signals if you have any.
6-Budget
When setting your daily budget, consider the following:
If you add ad assets, you may need to increase the budget since your ads will run across multiple channels.
When creating separate campaigns for different Labelizer labels, avoid allocating the same budget to each campaign. Instead, adjust spending based on performance and priority. You can also check out the Labelizer budget recommendations as a reference point. ( 👉 Daily budget advice)
💡 Note: After launching your campaigns, don't forget to keep on monitoring your campaign budget and performance.
7-Review and publish campaign
Take a moment to review all settings to ensure everything is configured correctly.
Once everything looks good, click publish and launch your campaign! 🚀