Google Ads

Google PMax campaigns to automatically enable brand guidelines starting May 1 2025

March 31, 2025 at 3:36:00 AM

TL;DR Starting May 1, 2025, brand guidelines will automatically enable for Performance Max campaigns using consistent brand assets. Google Ads UI users will see this rollout begin on May 1, while API users will start on June 1, 2025, with completion expected by July 31, 2025. Only campaigns with consistent business names and logos will be migrated. Users must update their applications to check the campaign's brand guidelines status and are encouraged to migrate campaigns now.

Starting on May 1, 2025, brand guidelines will be automatically enabled for Performance Max campaigns that utilize consistent brand assets (BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO) across all asset groups. The rollout will occur in phases:

Google Ads UI users will start on May 1, 2025.
API users will begin on June 1, 2025.

The complete process for all campaigns is expected to finish by July 31, 2025.

Important Notes

Only campaigns with consistent business names and logos will be migrated; those with variations will not be.
All eligible Performance Max campaigns under a customer ID will be migrated at once.
Each migrated campaign will have brand assets stored at the campaign level using CampaignAsset.
To verify migration, check the Campaign.brand_guidelines_enabled field.

Actions Required

Applications creating asset groups should update code to check the Campaign.brand_guidelines_enabled field to determine if brand assets should be included.
Applications modifying brand assets should also check this field to decide where to save the brand asset, either on a campaign using CampaignAsset or on an asset group using AssetGroupAsset.
To streamline the process, it is recommended to migrate all campaigns now using CampaignService.EnablePMaxBrandGuidelines, noting that each request can only include 10 EnableOperations.