Google Performance Max now supports vertical 9:16 image assets (minimum 600×1067, recommended 1080×1920, max 5MB), unlocking mobile-first placements like YouTube Shorts. For contractors in HVAC, plumbing, and electrical, the guidance is to design creatives that drive “call now” outcomes rather than chasing cheap impressions. Because Shorts-style feeds are high-attention but often low-intent, the piece advises isolating these assets in their own PMax asset group, capping spend, and optimizing to phone-driven leads, with brand exclusions to protect branded search. A quick deployment plan includes creating a dedicated asset group, uploading 2–4 vertical images, and writing call-focused headlines and descriptions while tracking cost per qualified call.

PMax’s New 9:16 Image Ads: Fast Win for Contractors—If You Build for Calls

TL;DR Google Performance Max now accepts vertical 9:16 image assets (min 600×1067; recommended 1080×1920; max 5MB). These will show in mobile-first placements like YouTube Shorts. For HVAC, plumbing, and electrical, ship vertical images built for “call now” outcomes, test in a separate asset group, cap budget, and measure only phone-driven leads. Don’t let automation chase cheap views without ringing your phones.

What changed (and why you should care)

Google’s Performance Max supports vertical 9:16 image ads. Specs:

• Minimum: 600×1067
• Recommended: 1080×1920 (9:16)
• Max file size: 5MB

Vertical images will flow into mobile-first inventory—think YouTube Shorts and other scroll-heavy placements. This format matches how people actually consume content on phones (Shorts, Reels, TikTok). Translation: your creative fits the feed, so you get more attention without looking like a banner ad from 2010.

Reality check: attention isn’t intent

Shorts and similar feeds are high-attention but often low-intent. Great for remarketing and awareness; hit-or-miss for cold, emergency demand. You don’t get hard placement controls in PMax, so assume Google will send your assets to where they’re cheap. That’s fine—but put guardrails in place:

• Segment your vertical images into their own asset group.
• Cap spend and watch cost per qualified call, not views or clicks.
• Use brand exclusions if you want Search campaigns to keep owning branded calls.

A 15-minute deployment plan (calls-first)

1. Create a new asset group in your existing PMax campaign named “Vertical 9:16 – Shorts.”
2. Upload 2–4 1080×1920 images under Images (keep under 5MB each).
3. Add headlines and descriptions written for phone action:

Google Performance Max adds support for vertical 9:16 image ads