Automation and artificial intelligence have changed how advertisers reach their audience. However, as these tools take on more tasks independently, one big question remains: how do we ensure AI still uses our brand’s true voice?
Takeaways 🚀
✅Global expansion of text guidelines
✅AI-powered creatives ensure relevance
✅Maintain strict brand voice standards
✅Full language and vertical support
✅Boost performance with controlled automation
Today, on February 26, 2026, Google announced it is expanding beta access to text guidelines for all advertisers in AI Max. This update includes both Search and Performance Max campaigns. Furthermore, every business category now has full language and vertical support, making it easier than ever for advertisers worldwide to benefit from these features.
In this article, you will learn how the update impacts your advertising strategy. Specifically, we will highlight why brand control matters now more than ever. Additionally, we will show how you can leverage these new tools to improve your performance.
Relevance in a Complex Search Landscape
Today’s search landscape is more dynamic and complex than ever. As a result, users ask more detailed questions and expect answers that are both accurate and personally relevant.
In this environment, AI-powered creatives have become a necessity, not a luxury. These tools help advertisers create many ad variations quickly and efficiently. Moreover, with AI, you can match the right message to user intent in real time by analyzing millions of signals.
However, if AI tools run without control, they can quickly weaken your brand identity. Therefore, to stay relevant, you need technology that builds your brand—not just one that generates clicks.
Balancing Automation and Brand Standards
The biggest challenge with generative AI in advertising is the fear of losing control over your message. For example, an ad might match a search, but it can still harm your brand if it uses the wrong tone or banned terms. Additionally, this risk grows if the language goes against what your brand stands for.
This is where the new text guidelines come in. On one hand, text customization lets you match your ads to user intent. On the other hand, text guidelines provide your brand with clear “guardrails.”
With this feature, advertisers can set clear boundaries for Google AI. Rather than waiting to see what the algorithm produces, you can establish rules in advance. As a result, these rules ensure every AI-generated asset meets your standards before a customer even sees it.
What’s New in the Global Expansion
Today’s update marks a significant milestone for AI-powered advertising tools. To clarify, here’s what’s new:
- Global Access: The beta is no longer restricted to specific regions; it is now available to advertisers worldwide.
- Multilingual Support: All languages are now included, which is vital for brands with an international presence who need to maintain consistency across language borders.
- Vertical Coverage: All industry sectors, from retail to financial services, can access these features.
- Campaign Availability: Applies to both AI Max for Search and Performance Max campaigns.
How Text Guidelines Work in Practice
These guidelines are simple to use and rely on natural language processing. You don’t need to learn complicated coding or deal with technical setups. Instead, you can just tell the AI what to do using clear, everyday language—just like giving instructions to your own copywriter.
Additionally, you can set specific words to exclude or ideas to avoid in your ads. For example, here are some practical ways advertisers use this feature:
- Tone and Style: Instructions like “do not imply our products are cheap” or “maintain a formal and professional tone.”
- Prohibited Terminology: Rules such as “do not use language like ‘only for'” or exclusion of words that competitors use but your brand does not.
- Product Accuracy: Avoiding promises the product cannot deliver or descriptions that do not match the technical reality of the service.
By setting these “ground rules,” AI can experiment with creative combinations while always staying within your brand’s safety limits. As a result, this approach not only boosts ad performance but also effectively protects your brand’s integrity.
Success Story: Real-World Impact
While the theory sounds promising, what matters most are real-world results. For instance, global brands like BYD already use these controls to scale their creatives with AI Max.
In fact, BYD’s results show that brand control not only protects your identity, but also boosts performance. By using text guidelines, BYD maintained their brand standards and at the same time allowed AI to improve campaign delivery.
- Achieved a 24% increase in leads.
- Attained these results with a 26% lower cost per lead.
Taken together, this case clearly proves a key point: strong creatives drive results. When you pair your deep understanding of your brand with the power of Google AI, your ads not only mean more but also perform better.
Conclusion and Next Steps
With the expansion of text guidelines in AI Max, the partnership between people and artificial intelligence becomes even stronger. In other words, you no longer have to choose between automation’s speed and your brand’s unique voice; now, you truly get the best of both worlds.
Therefore, advertisers who guide AI with precision gain a strong edge in today’s complex search landscape.
How to Get Started? First, we suggest all advertisers check their current AI Max settings. Next, find the areas where your brand voice is most important. Then, set up your text guidelines right away. By doing this, your ads will not only reach the right audience but also clearly communicate your brand’s message.
For more information, visit the Google Ads Help Center. Alternatively, log in to your AI Max account and start setting up these new guidelines today.
