Introduction
Google has announced a major update to its advertising platform with the launch of Google Ads text guidelines for AI-generated ad assets. This new feature allows advertisers to better control the headlines, descriptions, and messages produced by AI-powered campaigns such as Performance Max and AI Max for Search.
By giving businesses the ability to exclude certain words or restrict certain tones, Google is addressing growing concerns about brand safety, message consistency, and compliance in AI-driven marketing.
What Are Google Ads Text Guidelines?
Text guidelines are tools within Google Ads that shape how AI-generated ad assets are created. Instead of leaving copy entirely to automation, advertisers can now provide structured rules for what should and shouldn’t appear.
1. Term Exclusions
Advertisers can block up to 25 specific words or phrases. For example, a premium brand might exclude words like “cheap,” “discount,” or “budget” to maintain a luxury image.
2. Message Restrictions
Advertisers can add up to 40 natural language instructions about what not to say. Examples include:
- “Do not mention competitor names.”
- “Avoid humor in ads.”
- “Don’t claim guaranteed results.”
Together, these tools ensure that AI-generated copy reflects the advertiser’s tone and values.
Why Did Google Launch This Feature?
The rise of AI automation in advertising created both opportunities and challenges. While Performance Max campaigns and AI Max for Search deliver efficiency, many brands worried about:
- Brand safety risks from inappropriate wording.
- Compliance issues in industries like healthcare and finance.
- Inconsistent messaging across campaigns.
- Loss of brand voice in AI-generated text.
By adding text guidelines, Google aims to balance automation with human oversight, giving advertisers peace of mind while still benefiting from AI-driven advertising.
How Do Text Guidelines Work in Google Ads?
Implementing text guidelines is simple:
- Go to your campaign settings and enable Text Customization.
- Add term exclusions (specific words you never want to see).
- Add message restrictions (instructions about tone, style, or claims).
- Launch your campaign and review the AI-generated assets to confirm compliance.
For example, a financial services company might exclude “guaranteed returns” and restrict messages like “Do not promise investment success.” This prevents AI from producing legally risky claims.
Where Are Text Guidelines Available?
The feature is rolling out globally in fall 2025 and is currently available in:
- Performance Max campaigns
- AI Max for Search campaigns
These campaign types rely heavily on AI-generated ad assets, making them the most relevant for text customization.
Benefits of Using Google Ads Text Guidelines
- Greater brand control – Prevent AI from using off-brand language.
- Regulatory compliance – Reduce legal risks in sensitive industries.
- Message consistency – Ensure uniform tone across campaigns.
- Improved trust – Build credibility with audiences by avoiding misleading claims.
- Scalable automation – Combine AI efficiency with human rules.
Best Practices for Advertisers
Be Specific
Instead of vague rules like “avoid slang,” list exact words such as “lol,” “cool,” or “y’all.”
Avoid Over-Restriction
Blocking too many words may reduce AI’s ability to generate creative variations, hurting performance.
Regularly Review Assets
Check the asset reports in Google Ads to ensure your restrictions are working as intended.
Align With Brand Voice
Use restrictions to reinforce tone, such as “Do not use humor” or “Avoid overly casual language.”
Think Compliance
Exclude words or claims that may create regulatory issues, especially in healthcare, finance, or legal industries.
Why Text Guidelines Matter for Marketers
The release of text guidelines for AI-generated ad assets is more than a technical update—it represents a new era of AI-driven advertising.
For marketers, it means:
- Keeping brand reputation intact.
- Gaining control over automation.
- Avoiding compliance risks.
- Delivering consistent customer messaging at scale.
Businesses that master this feature will have a competitive edge, combining the speed of AI with the reliability of human direction.
Conclusion
With the launch of Google Ads text guidelines, advertisers no longer have to choose between automation and control. By setting term exclusions and message restrictions, brands can enjoy the performance benefits of AI-generated ad assets while staying on-brand, compliant, and trustworthy.
As Performance Max and AI Max for Search become increasingly central to digital marketing, learning how to apply text guidelines effectively will be a crucial skill. The future of advertising belongs to those who can harness AI automation—without losing the human touch.
