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Google Ads is now fully implementing text guidelines worldwide in AI Max. Although the rollout appeared to begin more broadly last October following its announcement the previous September, it’s now entering its complete phase.
These text guidelines are designed to help advertisers craft brand-safe ads by guiding Google AI to generate high-performing text assets. The feature operates at the campaign level, allowing advertisers to fine-tune their messaging for assets created solely through text customization. By setting these guidelines, brands can ensure their ads meet specific business and brand standards, as well as control the language used when Google AI is actively generating content.
The expansion of this feature now includes support for all languages and vertical markets across AI Max for Search and Performance Max campaigns. Advertisers can now establish more precise boundaries by excluding certain words—such as “cheap” when advertising luxury items—or by defining messaging restrictions to maintain a consistent brand voice.
Early adopters have already reported noticeable improvements in campaign performance. Major global brands, like BYD, are leveraging these controls within AI Max to produce creative assets at scale without compromising their brand standards.
On social media, there’s a strong emphasis on the increased messaging control and consistency that these guidelines enable—the expansion to a worldwide audience aims to help brands uphold their standards while scaling advertising efforts effectively.
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