Google expands AI Max text guidelines globally

Google is expanding beta access to text guidelines for all advertisers globally in AI Max, giving brands more control over how AI-generated ad copy aligns with their standards.

What’s happening. Text guidelines are now available worldwide across AI Max for Search and Performance Max campaigns, with full language and vertical support.

• The feature lets you shape AI-generated creative using natural-language instructions — such as excluding certain terms or avoiding specific phrases — to ensure messaging stays on-brand.

Why we care. As AI-powered creative becomes central to your performance marketing, brand safety and tone control are top concerns. Text customization helps you match ads to user intent, and the new guidelines layer ensures they don’t drift from your brand positioning. You can guide AI with guardrails like “don’t imply our products are cheap” or “avoid language like ‘only for,’” helping you maintain consistency at scale. Early adopters like BYD have seen higher leads at lower costs, showing that combining AI speed with human-guided safeguards can directly improve your campaign results.

Bottom line. Keeping AI-generated ads aligned with your brand voice is likely high on your task list, so Google’s expanded text guidelines meet that need, giving you practical, easy-to-use tools to stay in control while leveraging AI at scale.

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