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Review every AI-generated or automatically enhanced asset before it can serve, then monitor its live combinations and performance after launch. In Google Ads, you can usually discard an individual asset, remove an unwanted enhancement, or disable an automation category—but the exact controls depend on campaign type, account eligibility, language, URL, sensitive category, and rollout status.
Google states that generated and suggested assets are not guaranteed to comply with Ads Policy. Check factual accuracy, claims, product depictions, offers, destinations, brand standards, local advertising law, and the complete ad context before publishing. Treat automation as a production aid, not an approval.
What counts as an AI-generated Google Ads asset?
Google Ads can create, suggest, customize, or modify creative in several different ways. The source matters because each source has different review and control surfaces.
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- Generated assets: New text, images, videos, voiceovers, or other creative produced from information in your campaign, website, or prompts.
- Suggested assets: Recommendations offered during campaign setup that you can inspect and choose before saving.
- Automatically enhanced assets: Variants made from supplied creative, such as alternate video formats, shorter cuts, voiceovers, adaptive image layouts, or animated images.
- Text customization: Google’s Search text-asset automation, formerly called automatically created assets, which can generate or adapt text using your landing page, existing assets, and other campaign information.
All of these remain advertising content. Google says generative AI content is held to the same policy standards, review, and enforcement as content created by any other method. A generation safeguard is not a policy clearance, and an asset that looks acceptable alone can be disapproved when combined with another asset or when judged under a local rule.
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Why a pre-publication review is mandatory
Google’s Ads Policy applies regardless of how an asset was made. Review generated and suggested assets for accuracy, misleading implications, policy compliance, and applicable law before publishing. The practical risk is not limited to a visibly false sentence: an image can alter a product’s appearance, a headline can imply an unsupported result, and a price can become misleading when paired with a different offer or landing page.
Review the complete ad experience. An asset may be compliant in isolation but problematic in a combination, on a particular placement, or in the context of the destination page. Local requirements can also be stricter than a general platform review. Keep an approval record for the source claim, offer terms, destination, target geography, and reviewer.
Pre-launch workflow: review every generated asset
- Identify the campaign and asset source. Record whether the campaign is Performance Max, Search with text customization, Demand Gen, an App campaign, or another type. For each item, mark it as advertiser-provided, generated during setup, suggested by Google, or automatically enhanced. Do not assume that one campaign’s controls apply to another.
- Open every proposed variation. Expand the asset group or setup panel far enough to see all text, images, logos, business names, videos, voiceovers, crops, and alternate formats. Inspect versions that may appear only in a preview or placement-specific view.
- Verify factual claims against approved sources. Compare every number, price, discount, date, feature, certification, availability statement, service area, guarantee, comparison, and performance claim with current approved material. Check spelling of product and company names and confirm that the destination actually supports the promise.
- Check imagery and edits. Look for invented products, altered packaging, incorrect colors or proportions, missing safety information, misleading before-and-after scenes, synthetic people presented as customers, and contextual changes that make a true claim appear false. Check crops and animations, not just the original upload.
- Assess the implication, not only the literal wording. A statement can be technically true yet misleading when paired with a particular image, headline, call to action, or landing page. Check whether urgency, scarcity, outcomes, endorsements, or qualifications are implied without support.
- Review policy and legal requirements. Apply Google Ads Policy to the whole ad and landing page, then apply the rules for each target market. Confirm required disclosures for regulated products, financial or health claims, employment, housing, elections, synthetic media, pricing, and consumer protection. Google’s built-in AI label is not a substitute for legal advice or local compliance.
- Check combinations and destinations. Preview likely combinations and inspect the landing page on mobile and desktop. Confirm that the offer, price, currency, availability, terms, and call to action remain accurate when assets are mixed.
- Discard anything uncertain or off-brand. In Performance Max, review generated assets and select only those you approve before saving. If an item cannot be verified, remove it rather than relying on an automated guardrail.
- Capture the decision. Save the approved source, reviewer, date, target markets, and reason for rejecting each item. This makes later audits and corrections possible when Google creates a new variant.
A practical review checklist
- Claim is supported by current, approved source material.
- Price, currency, discount, dates, and eligibility terms are correct.
- Product, service, logo, people, and locations are depicted accurately.
- No unsupported guarantee, medical, financial, safety, ranking, or comparative implication appears.
- Text and visual elements remain accurate in every likely combination and crop.
- Landing page matches the ad and contains required qualifications.
- Target-country disclosure and consent requirements have been checked.
- Rejected assets are discarded or removed, not merely left unselected in a draft.
Performance Max: generated text, images, logos, names, and video
Performance Max can use Google AI to suggest or generate text, images, logos, business names, and video-related assets. It may prefill a logo or business name from your website or earlier asset groups. If you supply no video, Google may create one from other asset-group assets after the campaign is published.
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Open each asset group and inspect the generated or suggested items before saving. Select only the assets that pass your factual, brand, policy, and legal checks. Where the interface offers a prompt or guidance for text generation, use it to state verifiable product facts, tone, audience, exclusions, and required wording; still review the resulting copy manually. A prompt narrows the request but does not guarantee a compliant result.
Removing one unwanted Performance Max asset
When a particular generated item is wrong, misleading, or unsuitable, remove or discard that item in the asset-group editor if the account presents that option. Recheck the group after saving because another combination may still use a different generated variant. If the asset cannot be removed in the current view, record the asset name and use the campaign’s available automation control or Google Ads support path; the exact labels vary by rollout.
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Disabling a category instead of deleting items
Use a campaign or creative setting to disable an entire automation category when the business cannot accept the associated outputs—for example, video enhancements rather than one defective video. Disabling a category is broader than removing one asset and can reduce the system’s available creative options. Confirm the setting’s scope and whether it affects existing outputs, future outputs, or both.
Eligibility limitations
Performance Max generation is not universal. Google describes gradual rollout and restrictions involving interface language, account verification, URL eligibility, and sensitive categories. A missing generation option can therefore mean that the account or campaign is not eligible, not that the control has moved. Check the live account and current Google Ads Help documentation before promising a feature to a client.
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Search text customization and the AI Max transition
Google’s reporting guidance labels customized text assets as “Google AI” in the “Added by” column. Text customization was formerly described as automatically created assets. In applicable campaigns, the system can adapt or create text from campaign and destination information.
Finding generated text after launch
- Open the relevant Search campaign in Google Ads.
- Go to the asset or ad reporting view that includes the Added by column.
- Filter or scan for rows marked Google AI.
- Open the available combinations and inspect the text used with each headline and description.
- Compare impressions, spend, conversions, and other available metrics with the asset and combination context.
Reporting availability and column names can change. Use campaign-level reporting when managing many campaigns, but investigate an individual asset before drawing a conclusion about quality or performance. The official documentation does not establish a universal conversion lift or other independent performance result for AI-generated text.
What the September 2026 schedule means
Google’s published schedule said campaigns using text customization would automatically upgrade to AI Max starting in September 2026. Because that date has passed, treat the statement as a transition schedule rather than a guarantee about every account’s current interface. Verify whether the campaign now shows AI Max terminology, which controls are available, and which assets are labeled Google AI before changing operating procedures.
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Performance Max video enhancements
Performance Max video automation can create vertical or square versions, shorter cuts, and voiceovers from supplied video. The resulting assets may be shown in different placements, so inspect more than the original landscape file. Google documents generated voiceover availability as limited to English accounts and assets according to its documentation; do not assume it is available for every language or account.
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Google exposes enhanced assets in reporting at three levels:
- Asset-group level: See which enhancement is associated with a particular group of products or messages.
- Campaign level: Assess the combined impact of automated video variants across the campaign.
- Channel level: Identify where an enhanced asset was served and investigate placement-specific issues.
Check the visual framing, captions, voiceover pronunciation, claims, music, licensing, and calls to action in each version. A shortened cut can remove a qualification that was present in the source video; a crop can hide a safety instruction or change what a product appears to do.
Turning off video enhancements
Use the campaign-level video-enhancement control when the business does not want automatic reformatting, shortening, or voiceover. Google documents a bundled control for Performance Max video enhancements. Because this is a category-level switch, confirm which enhancement types it covers and whether existing generated outputs remain available until removed.
Image enhancements in Demand Gen and App campaigns
Image automation is not governed by one universal default. Google describes adaptive layouts and animated images, but availability and opt-out behavior differ by campaign type.
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| Campaign area | Documented behavior | Operational check |
|---|---|---|
| Demand Gen | New Demand Gen campaigns have image enhancements enabled by default. | During setup, inspect the image-enhancement setting and opt out if the approved creative must remain unchanged. |
| App campaigns | Image enhancements may be enabled when Google detects a performance opportunity. | Review the campaign’s current setting and inspect any generated variants rather than assuming a default. |
| Other campaign types | Controls and defaults vary; no universal setting is established. | Use the live campaign UI and current documentation for that campaign type. |
For manually prompted image generation in applicable accounts, Google’s instructions describe an eligibility requirement of at least 30 days of ad activity. This is an eligibility threshold, not a performance benchmark, and it does not mean every account with 30 days of activity will receive the feature.
AI labels and regional disclosure
Google provides an AI-label setting for designated AI-created or AI-edited assets. In My Ad Center, consumers may see a “How this ad was made” panel. Google says labels may appear directly on ads targeting the European Union, India, and New York. Its July 9, 2026 policy update also allows direct visual or text labels on image and video ads.
What the label does—and does not do
- It can disclose that an eligible image or video was created or modified with AI.
- Google may apply labels itself in some cases, and those labels cannot be overwritten.
- The setting is a disclosure mechanism, not proof that the creative complies with every local law.
- Election ads retain a separate campaign-setting disclosure for synthetic or digitally altered content.
Before launch, map each asset type and target geography to the applicable disclosure requirement. Check whether a visible overlay, account-level setting, campaign setting, or additional wording is required. Keep evidence of the legal review; do not represent Google’s label as a complete compliance solution.
Remove one asset or disable automation?
| Decision | Use it when | Effect and trade-off |
|---|---|---|
| Discard before publishing | A generated suggestion is inaccurate, off-brand, or unsupported during setup. | Prevents that item from entering the saved campaign; other approved or generated items may still be available. |
| Remove an individual output | A live generated asset fails review while the automation category remains acceptable. | Targets one asset, but another variant or combination may still appear. |
| Disable an automation category | The business cannot accept a class of outputs, such as video enhancements. | Broader control that can reduce creative coverage; exact scope depends on campaign settings. |
| Keep automation and monitor | Outputs are acceptable and the team has a defined review and reporting process. | Retains variation and reporting, but requires continuing checks as new assets are created. |
Use the narrowest control that solves the problem. Remove a single defective asset when the category is useful; disable the category when its output type is incompatible with brand, legal, production, or measurement requirements.
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- Review newly created outputs on a fixed cadence. Automation can add or modify assets after publication. Set a review owner and frequency appropriate to spend, regulated claims, and change volume.
- Use the right report. For text customization, inspect the Google AI value in Added by and review impressions, spend, conversions, and combinations. For Performance Max video, check asset-group, campaign, and channel views.
- Investigate the full combination. Capture the headline, description, image or video, call to action, placement, and landing page that produced the issue. The defect may exist only in that combination.
- Contain the problem. Remove the individual asset where possible. If similar outputs continue or the category is unacceptable, disable the relevant automation control.
- Correct the source. Update inaccurate website text, product feeds, approved assets, prompts, exclusions, or offer terms that may be feeding the generation system.
- Check policy status and delivery. A disapproval, limited serving, or sudden change can result from the asset itself, its combination, or a local rule. Do not infer that an approved status means the claim is legally adequate in every market.
- Document and re-review. Record what was shown, where it served, when it was removed, and what source or setting was changed. Recheck the campaign after the next generation cycle.
Troubleshooting common control problems
The generation or enhancement option is missing
Check campaign type, interface language, account verification, URL eligibility, sensitive-category restrictions, and rollout status. Features are released gradually, so another account may display a control that yours does not. Do not recreate a campaign solely to chase a missing option without confirming eligibility.
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Use the reporting row to identify the asset and combination, then look for the campaign’s removal or automation controls. A reporting label identifies the source; it does not guarantee that an inline editor exists. If only a category-level switch is offered, disabling that category may be the available containment step.
A generated video appears after publication
Performance Max can create a video when no video was supplied. Inspect the asset-group and campaign reports, then review channel-level placement data. Remove the specific output if the interface allows it, or disable video enhancements if the whole category is unsuitable.
The ad passed review but is misleading in context
Review the asset combination and landing page together. Google notes that assets can be disapproved in combination, and policy applies to all advertising content regardless of creation method. Correct the source claim or remove the combination; do not rely on the fact that an individual component was previously accepted.
A regional disclosure is unclear
Confirm the target geography, asset type, and applicable law. Check the AI-label setting, My Ad Center disclosure behavior, visible image or video labels, and any separate election-ad setting. Google’s label does not establish compliance with every requirement, so obtain market-specific legal guidance when the obligation is uncertain.
Recommended operating standard for agencies and marketing teams
- Maintain an inventory of every campaign’s enabled generation and enhancement category.
- Assign an owner for pre-launch approval and a different monitoring role when scale or regulation warrants separation.
- Keep approved source claims, product imagery, offer terms, and destination URLs in a versioned repository.
- Define rejection reasons: unsupported claim, altered product, missing qualification, policy risk, legal disclosure gap, or brand mismatch.
- Use reporting labels and asset-level views to separate Google-generated output from advertiser-provided creative.
- Set escalation thresholds for regulated products, high-spend campaigns, repeated inaccurate outputs, and any consumer complaint.
- Recheck the live interface whenever Google changes labels, defaults, migration behavior, or eligibility.
There is no universal switch that controls every AI asset in every Google Ads campaign. A reliable process combines asset-level review, campaign-specific settings, post-launch reporting, and market-specific disclosure checks.
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