Google Ads’ new text guidelines feature begins rolling out

Google is starting to roll out its new Text Guidelines feature in Google Ads, a tool first announced at the Think Retail event five weeks ago that gives advertisers more control over AI-generated ad copy.

Driving the news. The feature, now appearing in some accounts, lets marketers set campaign-level text parameters — guiding Google’s AI to stay within brand tone, language preferences, and compliance requirements when generating text assets.

Why we care. As Google Ads leans deeper into AI-powered creative, advertisers have been asking for stronger brand safety and message consistency controls. Text Guidelines offer a way to fine-tune AI output without sacrificing automation or performance.

How it works:

• Found at the campaign level, Text Guidelines apply only when text customization is turned on.
• Advertisers can define rules to steer AI-generated text assets toward specific brand or legal standards.
• Designed to support “brand-safe creative” and improve asset quality.

The bottom line. Text Guidelines give brands a new lever to shape how Google’s AI writes for them — tightening control without slowing down automation.

First seen. This rollout was spotted by PPC Speacialist Arpan Banerjee