February 2026 Google Ads Update – Text Guidelines Expand Globally in AI Max

Granular analysis and first look

Google is giving advertisers more control over AI-generated ad copy. For brands using automation across Search and Performance Max, Granular’s Google Ads services can help determine where these new controls fit into a smarter PPC strategy.

In February 2026, Google announced that text guidelines are expanding in beta to all advertisers globally across AI Max for Search and Performance Max campaigns, with full language and vertical support.

What Are Text Guidelines in Google Ads?

Text guidelines are campaign-level controls that help advertisers guide Google AI when text customization is turned on. Google says advertisers can use them to refine AI-created assets so generated copy better aligns with business and brand requirements.

These controls allow advertisers to define:

• Terms to exclude: Specific words or phrases Google should avoid
• Messaging restrictions: Concepts, associations, tone, or styles Google should not use

For example, a brand could tell Google not to imply products are “cheap” or avoid language like “only for.”

Why This Google Ads Update Matters

This is a meaningful step toward balancing automation with brand control.

Google Ads has continued moving toward AI-assisted creative generation, but many advertisers have been hesitant to give automation too much control over messaging. Text guidelines help reduce that risk by giving brands a clearer way to tell Google what not to say.

That said, this is still a beta. Google’s Help documentation notes that text guidelines are experimental and may have limitations.

Key Details Advertisers Should Know

Advertisers need text customization turned on before they can use text guidelines. Google also notes that text guidelines are supported across all Google Ads languages and can be managed through Google Ads Editor and the Google Ads API.

There are also limits to keep in mind:

• Term exclusions: Up to 25 per campaign
• Messaging restrictions: Up to 40 per campaign
• Campaign impact: Existing Google-optimized text assets may stop serving if they do not follow newly added guidelines

That last point is important. Adding overly broad or conflicting guidelines could remove otherwise useful assets and potentially affect performance.

Granular’s Take

This update is a win for advertisers, but it should not be treated as a set-it-and-forget-it feature.

Text guidelines can help protect brand voice, legal language, pricing positioning, competitor references, and product claims. However, vague instructions may not produce reliable results. Google specifically recommends clear, direct guidelines with examples when possible.

For PPC managers, the best approach is to build text guidelines like a brand safety checklist:

• Start with the highest-risk terms or claims
• Avoid overly broad rules that could limit performance
• Review asset reporting after guidelines are added
• Test changes gradually in high-value campaigns
• Coordinate with brand, legal, and merchandising teams when needed

Key Takeaways

• Google expanded text guidelines beta access globally for AI Max for Search and Performance Max.
• Advertisers can exclude terms and restrict messaging concepts in AI-generated text assets.
• Text customization must be turned on to use text guidelines.
• Poorly written guidelines can remove assets and potentially hurt performance.
• The feature gives advertisers more control, but it still requires active review and testing.

Google’s global expansion of text guidelines gives advertisers a stronger way to guide AI-generated ad copy while maintaining brand standards. For brands already leaning into AI Max or Performance Max, this is a useful control layer, but success will depend on how carefully those rules are written, reviewed, and optimized over time.