AI-driven advertising initiatives now receive text instructions from Google
Google has announced the rollout of text guidelines for its Performance Max and AI Max for Search campaigns, scheduled to begin in the fourth quarter of 2025. This move reflects the tech giant's ongoing response to advertiser demands for transparency and control within automated advertising systems.
The text guidelines feature operates exclusively within campaigns utilizing text customization functionality. Over one million advertisers are already utilizing Performance Max campaigns, and this new feature is set to provide them with more sophisticated control over their messaging.
The development of text guidelines relies on natural language processing for interpretation, requiring clear and specific instruction formatting. Advertisers must enable text customization before accessing the guidelines feature.
The new guidelines allow advertisers to block up to 25 specific words or phrases from appearing in generated text assets. This term exclusion mechanism operates as exact matches and does not support partial word blocking or complex pattern matching.
Google emphasizes the experimental nature of text guidelines during the initial rollout period. The company completed its brand guidelines rollout for all new Performance Max campaigns created through the Google Ads interface on July 14, 2025.
The rollout of text guidelines extends beyond Performance Max to include AI Max for Search campaigns. However, the implementation procedures for AI Max for Search campaigns differ from those for Performance Max.
The phased rollout for advertisers using text customization in Performance Max and AI Max for Search campaigns began in fall 2025. This rollout follows the introduction of campaign-level negative keywords for Performance Max campaigns on July 8, 2025.
The text guidelines feature addresses persistent advertiser concerns about brand safety in automated advertising systems. Some experts have expressed concerns about the aggressive expansion of AI Max onto Search Partner Network placements.
The rollout of text guidelines is part of Google's ongoing efforts to improve its advertising services and provide advertisers with more control and transparency. As with any new feature, it is important for advertisers to understand its implications and use it effectively to achieve their marketing goals.
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