A quiet Google Ads setting could change your creative

Google introduced a low-visibility setting that could impact brand control for location-based ads.

Driving the news. In the Shared Library under Location Manager, Google Ads now includes an option called “Google Owned Location Data.” When enabled, Google can automatically pull imagery from its own library and use it in ads tied to your business locations.

Why we care. While Google frames the setting as a way to support performance goals, it allows creative assets to appear in your ads that you didn’t upload, select, or explicitly approve — a potential issue for brand-sensitive advertisers.

The big picture. Automation in Google Ads continues to expand beyond bidding and targeting into creative itself. This update pushes more visual decision-making to Google, especially for advertisers running location extensions or location-based campaigns.

Between the lines. For brands with strict creative guidelines, regulated industries, or franchise models, this setting could introduce inconsistencies or compliance risks without obvious alerts.

What to do now. Advertisers concerned about brand control should check the Location Manager in the Shared Library and review whether Google Owned Location Data is switched on.

First seen. This update was spotted by Paid Media Analyst Conor Crummey, who shared the new option he spotted on LinkedIn.

The bottom line. If you value creative oversight, this is a subtle Google Ads update worth auditing — before unapproved imagery shows up in your ads.