Google rolls out Brand Guidelines for Performance Max

Google Ads will require new Performance Max (PMax) campaigns to link business name and logo assets at the campaign level, starting Jan. 30. This marks a significant shift in how brand representation is managed.

Key changes:

• Brand guidelines feature: This new setting enables stricter control over branding in PMax campaigns.
• Campaign-level asset linking: BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO assets must now be linked at the campaign level instead of the asset group level for brand guidelines-enabled campaigns.

Impact on API users:

• Current limitations: As of Google Ads API v18, it’s impossible to create brand guidelines-enabled campaigns via the API. Advertisers must use the AssetGroupAsset resource to link required assets.
• Future updates: A forthcoming API release will introduce full support for managing brand guidelines-enabled PMax campaigns.
• Consistency in asset requirements: Regardless of brand guidelines, campaigns must include BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO. Asset validation will differ, with brand guidelines campaigns evaluated at the campaign level and others at the asset group level.

Why we care. This update strengthens control over how your brand is represented in Performance Max campaigns. By centralizing BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO at the campaign level, the new brand guidelines streamline asset management and ensure consistency across automated formats.

For API users, this shift may disrupt workflows, requiring adjustments to maintain compatibility and avoid errors. Adapting to these changes early positions advertisers to benefit from future enhancements while safeguarding their brand integrity and campaign performance.

What’s next. Advertisers should prepare for this shift by:

• Ensuring all required branding assets are ready for campaign-level linking.
• Reviewing integrations that report on or update campaign assets to accommodate the new structure.
• Monitoring API updates for enhanced support of brand guidelines-enabled campaigns.

For more details, refer to Google’s Performance Max optimization guide or reach out to your Google Ads team.