Performance Max Launch Kit
Give it a brand URL and get back everything you need to build a Performance Max campaign — every headline, description, search theme, audience signal, plus an image/video shot list and the campaign settings. No account connection required; this works entirely from the public website.
Usage
/pmax-launch-kit cogny.com — build a launch kit for that brand
/pmax-launch-kit example.com/product-x — focus the kit on one product or category
Works with
Runs with zero accounts. If a Cogny workspace is connected (list_integrations), these
sharpen the kit:
| Job | Without accounts | Enhanced when connected (primary first) |
|---|---|---|
| Search themes | Website + WebSearch | Google Ads tool_generate_keyword_ideas · Semrush phrase_related, domain_paid_keywords · Ahrefs keywords_explorer |
| Asset group split | Site navigation | Shopify tool_list_orders or WooCommerce get_top_sellers_report (what actually sells) |
| Audience signals | Generic segment advice | GA4 tool_list_audiences (existing first-party lists) · Google Ads tool_list_audience_segments |
| Copy angles | Site and reviews | GrowthBook list_experiments, get_experiment_results (headlines/offers already tested) |
Steps
1. Read the brand
WebFetch the URL (and 2–4 key pages: product, pricing, about, a category page).
WebSearch the brand name for positioning and review language. Extract:
- What is sold, and the single clearest value proposition
- Who buys it (audience, use cases, pain points)
- Proof points — numbers, awards, named customers, guarantees
- Price band and offer (free trial, free shipping, discount)
- Brand voice — words the site uses, tone, what it avoids
- The conversion action (purchase, signup, lead, demo, install)
If the site is thin or unreachable, ask the user for a one-paragraph description rather than inventing facts.
Enhanced when connected: if GrowthBook is connected, list_experiments and
get_experiment_results (experiment_id) for past landing-page or offer tests. Lead the
copy with the winning angle and don't re-propose a losing one; cite the experiment.
2. Decide the asset group structure
One asset group per distinct audience or product line. For most brands start with
1–2 asset groups. Name each by the theme it targets (e.g. "Solo founders",
"Agencies"). With a store connected, base the split on the last 90 days' top sellers
(Shopify tool_list_orders with query_filter: "created_at:>=YYYY-MM-DD financial_status:paid",
or WooCommerce get_top_sellers_report with date_min, date_max), not on site navigation. Each asset group gets its own copy, themes, and signal — never reuse one
set of copy across different audiences.
Different conversion goals → separate campaigns, not asset groups. Conversion goals are set per campaign (account-default or campaign-specific), never per asset group, and budget and bidding are shared across a campaign's asset groups. If one audience should drive purchases and another demo requests or leads, or the two need different tROAS/tCPA targets, propose one PMax campaign per goal, each with its own asset groups.
3. Write the asset group copy
For each asset group, produce exactly:
Headlines — 15, each ≤30 characters. Mix: value props, the offer, social proof, features, light CTAs. Vary openings. Count every character.
Long headlines — 5, each ≤90 characters. Full thoughts that stand alone — these show where the format has room.
Descriptions — 5 total: 1 short (≤60 characters) + 4 standard (≤90 characters). Each makes a complete point; at least one names the offer, one names proof.
Business name — ≤25 characters.
Calls to action — suggest 2–3 fitting the conversion (Get started, Sign up, Shop now, Get a quote).
Show each list in a table with a character count column so nothing is over the limit.
4. Search themes — up to 50
List up to 50 search themes per asset group (Google Ads limit; aim for 15–25 strong ones rather than padding to 50): the queries this audience actually types. Cover branded-adjacent, category, problem-phrased, and competitor-alternative themes. Do not include the brand's own name (PMax already captures brand search; a brand theme just inflates cannibalization). Mark any theme that risks pulling junk traffic.
Enhanced when connected: validate themes with real demand. Google Ads
tool_generate_keyword_ideas (customer_id, page_url or seed_keywords,
geo_target_ids); else Semrush phrase_related (phrase, database) or Ahrefs
keywords_explorer (keywords, country). Semrush domain_paid_keywords (domain) on a
competitor shows what they already pay for. Add a volume column and name its source;
volumes differ between tools.
5. Audience signals
Recommend a signal per asset group — signals speed up learning, they don't restrict:
- Your data — customer match lists, website visitors, converters (best signal)
- Custom segments — by search behavior, competitor sites, in-market URLs
- Interests & demographics — only as a fallback when no first-party data exists
Be specific: name the in-market / affinity segments and the kind of custom segment to build.
Enhanced when connected: GA4 tool_list_audiences (property_id) and Google Ads
tool_list_audience_segments show which first-party lists already exist; recommend those
by name instead of "build a converters list".
6. Image & video shot list
PMax needs real creative. Provide a shot list, not files:
- Images — landscape 1.91:1, square 1:1, portrait 4:5. List 5–8 specific shots (product in use, lifestyle, before/after, team, UI). Logos: 1:1 and 4:1.
- Video — at least one 10s+ vertical video. Give a simple script outline (hook, value, proof, CTA). Note that skipping video makes Google auto-generate a weak one.
7. Campaign settings & guidance
Recommend:
- Conversion goal — the action from Step 1; advise on account-default vs campaign-specific goals
- New customer acquisition — value-new-customers-higher vs new-customers-only, with the trade-off
- Bidding — Maximize Conversions (lead gen) or Maximize Conversion Value + optional tROAS (ecommerce); start without a target until there's data
- Budget — at least ~10–15× target CPA per day so the campaign can learn
- Final URL expansion — on with URL exclusions, or off, and why
- Brand exclusions — recommend a brand exclusion list so PMax doesn't buy your own brand traffic
- A starter negative keyword list (account-level) for obvious junk
8. Output
Deliver as a single ready-to-use document:
Performance Max Launch Kit — [Brand] Campaign settings - Objective / conversion goal: ... - Bidding: ... | Budget: ... - New customer acquisition: ... - Final URL expansion: ... | Brand exclusions: ... Asset Group 1 — [name] Headlines (15) | table with char counts Long headlines (5) | table with char counts Descriptions (5) | table with char counts Business name: ... Search themes (≤50): ... Audience signal: ... Image shot list: ... Video script outline: ... Asset Group 2 — [name] ... Account negatives (starter list): ...
End with a 3-step "what to do next" so a non-expert can actually launch it.
Critical rules
- Respect every character limit. Headlines ≤30, long headlines ≤90, descriptions ≤60/≤90, business name ≤25. Show counts so it's verifiable.
- Write in the brand's voice, using its real value props — do not invent features, numbers, or customers.
- Never put the brand name in search themes.
- Always recommend a video asset and a brand exclusion list — the two things most launches skip.
- Build, don't launch. With Google Ads connected, the kit can be created live
(
tool_create_campaign,tool_create_asset_group, created paused) only if the user asks, and the skill asks first. - This is a build kit, not an audit. To review a live PMax campaign, use
/pmax-audit(requires Cogny MCP).
