Google expands AI Max text guidelines globally

Google is expanding beta access to text guidelines for all advertisers globally in AI Max, giving brands more control over how AI-generated ad copy aligns with their standards.

What’s happening. Text guidelines are now available worldwide across AI Max for Search and Performance Max campaigns, with full language and vertical support.

• The feature lets you shape AI-generated creative using natural-language instructions — such as excluding certain terms or avoiding specific phrases — to ensure messaging stays on-brand.

Why we care. As AI-powered creative becomes central to your performance marketing, brand safety and tone control are top concerns. Text customization helps you match ads to user intent, and the new guidelines layer ensures they don’t drift from your brand positioning. You can guide AI with guardrails like “don’t imply our products are cheap” or “avoid language like ‘only for,’” helping you maintain consistency at scale….