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

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.