Google Ads’ new text guidelines feature begins rolling out

Google is starting to roll out its new Text Guidelines feature in Google Ads, a tool first announced at the Think Retail event five weeks ago that gives advertisers more control over AI-generated ad copy.

Driving the news. The feature, now appearing in some accounts, lets marketers set campaign-level text parameters — guiding Google’s AI to stay within brand tone, language preferences, and compliance requirements when generating text assets.

Google Ads Text Guidelines Beta 1760877222

Why we care. As Google Ads leans deeper into AI-powered creative, advertisers have been asking for stronger brand safety and message consistency controls. Text Guidelines offer a way to fine-tune AI output without sacrificing automation or performance.

How it works:

  • Found at the campaign level, Text Guidelines apply only when text customization is turned on.
  • Advertisers can define rules to steer AI-generated text assets toward specific brand or legal standards.
  • Designed to support “brand-safe creative” and improve asset quality.

The bottom line. Text Guidelines give brands a new lever to shape how Google’s AI writes for them — tightening control without slowing down automation.

First seen. This rollout was spotted by PPC Speacialist Arpan Banerjee

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About the Author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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