Google has announced significant updates to its advertising platform, which now require advertisers to adjust their workflows to maintain brand control and ensure campaign stability. Notably, the company has recently finalized the rollout of brand guidelines for new Performance Max (PMax) campaigns created through the Google Ads UI. Meanwhile, API-created accounts are set to follow soon. These changes aim to provide advertisers with even greater control over how their brands are represented. However, they also come with important adjustments for campaign management. Below, we’ll break down what this means for advertisers and explain why these updates are so important.
Takeaways 🚀
✅Google finalizes brand guidelines rollout.
✅Performance Max campaigns require updates.
✅Brand assets centralized at campaign.
✅API users must update workflows.
✅Enhanced control ensures brand consistency.
What’s New in This Update
First, brand guidelines are now turned on by default in new Performance Max campaigns created in the Google Ads UI. This makes it easier to control how your business name, logo, and brand identity show up in your ads.
For those using the API, the adoption of brand guidelines is just around the corner. Previously, brand assets such as your logo and business name were stored in Asset Groups. However, with this update, these assets are now managed at the campaign level. This shift lets advertisers handle brand control in a more simple and direct way.
Key Changes Advertisers Should Note
Brand Assets Now Stored at Campaign Level
One major change is the move of brand assets from Asset Groups to the campaign level. If you create new campaigns with brand guidelines enabled, you’ll find these assets in the CampaignAsset field instead of the AssetGroupAsset.
Because of this, API users will need to update their code. Any applications that previously changed or got brand assets from Asset Groups must now look in both places to make sure everything works smoothly.
Automatic and Manual Brand Guidelines Setup
There’s also change for current campaigns. Google has started an automatic migration process. This migration enables brand guidelines for campaigns that have the same logos and business names across all asset groups. Google expects the migration to finish by October 30, 2025.
At the same time, if you want to adopt brand guidelines right away, Google has provided a migration endpoint. This tool lets advertisers switch to brand guidelines manually and at their own pace. As a result, you have more control over how quickly you update your campaigns.
New Default Settings for API Campaigns
Looking ahead, starting with version 21 of the Google Ads API, brand guidelines will be switched on automatically for all new Performance Max campaigns. If you want to turn this feature off, you can do so when creating a campaign by setting the Campaign.brand_guidelines_enabled field to false. Up until version 20, though, the brand guidelines remain disabled by default. This gives you time to prepare for the switch.
Why These Changes Matter
These changes are designed to give advertisers more direct control over how their brand appears in ads. By making brand assets easier to manage and setting guidelines by default, advertisers can build more consistent and professional campaigns.
In addition, Google is focused on keeping campaigns stable. By offering clear rollout steps and allowing both manual and automatic migration, Google helps advertisers avoid interruptions. For API users, staying up to date with these changes will help keep all workflows running smoothly.
How API Users Can Prepare
If you use the API, taking a few key steps now can help you adjust quickly:
- Update Your Code
Modify your apps and tools so they look for brand assets in the right place, especially under CampaignAsset. This will make sure new campaigns work as expected.
- Prepare for Version Changes
Learn about the changes coming with API version 21, when brand guidelines switch on by default. Decide if you want to use the default or turn it off when making new campaigns.
- Try the Migration Endpoint
If you want to enable brand guidelines for existing campaigns, consider using the migration endpoint. This gives you more flexibility in how you update your setup.
- Test and Check Everything
Make sure to test all your changes. This will help you spot any problems before they affect live campaigns.
Looking Ahead
Overall, Google’s updates continue to help advertisers manage their brand more easily. By following the new guidelines and updating workflows, brands can build stronger, safer, and more consistent ads that stand out.
To stay compliant, make sure you adapt your workflows and use the new features as soon as you can. Doing so will protect your brand identity and help you get the best results from your advertising.
Resources🚀
✅New Performance Max Features Elevate Google Ads Strategies – Link
