Google Ads bug prevents editing Performance Max asset groups — what advertisers should do

Google Ads bug prevents editing Performance Max asset groups — what advertisers should do

Google Ads is experiencing a bug that prevents some advertisers from editing and saving Performance Max (PMax) asset groups, producing an error that blocks updates in the web UI. Search Engine Land first reported the outage, noting users see an error reading, “An error occurred. Please try again later. Value is required.” (Anu Adegbola, Search Engine Land).

What happened and why it matters

The issue affects advertisers attempting to make changes inside the Google Ads web interface: when editing an asset group, some users encounter a blocking error that prevents saving updates. Performance Max relies on frequent asset iteration—fresh images, headlines and descriptions—to remain competitive. When those updates are stalled, campaigns can run with out-of-date creative and messaging, which risks lower engagement and conversion rates.

Key points at a glance

• Symptoms: Editors see an error message that reads, “An error occurred. Please try again later. Value is required,” stopping edits from saving.
• Scope: Reports surfaced publicly on Jan. 23, 2026 and were flagged by PPC professionals; Google has acknowledged the issue and is investigating.
• Immediate workaround: Use Google Ads Editor to make and upload edits to Performance Max asset groups.
• Recommended actions: Verify recent edits, route urgent updates through Ads Editor, and add version checks to your QA process until a fix is confirmed.

Analysis and implications for advertisers

Performance Max blends creative assets and automation to serve ads across Google properties. Its performance depends on correct, timely assets. The inability to update asset groups in the UI is more than a nuisance—teams that push frequent creative tests or time-sensitive promotions could see measurable drops in performance if outdated messaging serves in place of refreshed assets.

Operationally, this bug amplifies the need for multi-channel workflows and backup processes. Relying exclusively on the web UI creates a single point of failure. By contrast, using Ads Editor or automated deployment pipelines can reduce risk and enable faster recovery. As Search Engine Land’s report highlights, affected advertisers encounter an error that prevents changes from saving, reflecting how a small UI validation failure can disrupt campaign maintenance (Anu Adegbola, https://searchengineland.com/google-ads-bug-blocks-edits-to-performance-max-asset-groups-467877).

A practical implication: teams should prioritize asset groups tied to active promotions and double-check that the creative currently live in campaigns matches the intended messaging. This is particularly important for e-commerce and limited-time offers where creative freshness directly influences conversion rate.

Workarounds and next steps

Google has acknowledged the issue but hasn’t yet provided a timeline for a resolution. Meanwhile, Google Ads Editor remains a reliable alternative. Google’s documentation confirms that “The latest version of Google Ads Editor provides full support for Performance Max. You’ll be able to use Google Ads Editor to manage Performance Max campaigns, asset groups, product groups, and conversion goals.” (Google Ads Editor Help).

Follow these steps right away:

1. Confirm whether recent edits saved. If a saved change is missing, plan a re-upload via Ads Editor.
2. Use Ads Editor to make urgent edits and bulk updates; the Editor supports asset group fields including images, headlines and descriptions.
3. Communicate internally—alert creative and client teams that UI edits may not persist, and document which channel (web UI vs Ads Editor) was used for any change.
4. Keep a copy of the asset set (filenames, thumbnails, copy) to verify what’s live after updates are applied via the Editor.

Attribution and source quotes

Search Engine Land’s coverage explains the user-facing error and the implications for advertisers: “Affected users encounter an error message reading, ‘An error occurred. Please try again later. Value is required,’ when attempting to edit asset group details.” — Anu Adegbola, Search Engine Land.

Google’s Ads Editor documentation reinforces the workaround: “The latest version of Google Ads Editor provides full support for Performance Max. You’ll be able to use Google Ads Editor to manage Performance Max campaigns, asset groups, product groups, and conversion goals.” — Google Ads Editor Help.

Conclusion

The PMax asset-group editing bug is a reminder to maintain alternative workflows for mission-critical updates. Advertisers should verify recent changes, route urgent updates through Google Ads Editor, and document edits during the outage. Monitor Google’s status channels and the original Search Engine Land report for updates, and re-run audits on asset freshness once Google confirms a fix.

Original Search Engine Land article: https://searchengineland.com/google-ads-bug-blocks-edits-to-performance-max-asset-groups-467877