Brand guidelines settings for Google Performance Max (PMax) campaigns are now live in some accounts. Announced in May at Google Marketing Live, this feature allows advertisers to control how their brand is represented in automated assets.
Campaign-Level Settings
- Business Name: Required, may appear in ad text.
- Logo: Square logo required, landscape logo optional.
- Custom Colors: Optional, used for generating videos.
- Font: Optional, used for generated text in responsive display ads.
Discrepancies Noted
There are slight discrepancies between the settings page and the help page. The help page indicates that both colors and fonts are used in videos on YouTube and responsive display ads.
Brand Guidelines Overview
Brand guidelines allow you to control your brand representation in PMax campaigns. You can upload customizations per campaign, including:
- Brand font
- Brand color
- Business name
- Logo assets (1–5 images)
Google AI infers key brand elements from your final URL, which you can review and fine-tune based on your brand and campaign goals.
Eligibility (Beta)
Brand guidelines are rolling out globally to advertisers who meet specific criteria:
- Using the Google Ads interface in English
- Using the Performance Max campaign type
How It Works
You can input your brand information at the campaign level, which can be modified during or after campaign construction. Brand assets and controls include:
Brand Assets
- Business name: Required
- Logos (up to 5): Required
Brand Controls
- Primary and secondary colors: Optional
- Used in auto-generated videos on YouTube and responsive display ads on the Google Display Network
- Font: Optional
- Used in auto-generated videos on YouTube and responsive display ads on the Google Display Network
Accessing Brand Guidelines
You can access your brand guidelines during and after campaign construction:
- When creating an asset group within campaign construction
- When creating a new asset group after campaign construction
- When editing an existing asset group
Google will infer brand guidelines from your final URL the first time you use it. If successful, business name and logo will be pre-filled by default. Subsequent uses of the same final URL will reuse the most recently used brand profile inputs.
Optional Values
Optional inputs for font and colors allow for more control over brand representation. Google AI will infer these from your final URL, but you must manually confirm or modify them. Subsequent uses of the same final URL will apply the most recently used brand controls automatically.
Default Values
- Colours: Primary and secondary colors based on your final URL
- Font: Based on your final URL
Google will default to the most recently used values if they have been set previously.
