July 15, 2025 – Google has finally finished the process of introducing new brand asset compliance on its Performance Max advertising streams. This change that began earlier this year now necessitates all advertisers to create key brand assets such as business names and logos at the campaign level rather than at the asset group level. The update seeks to offer improved control and uniformity of brands, which can be found in Google’s automatic advertising formats.
What’s new?
Until now, advertisers added their logos and business details separately in each asset group of a Performance Max campaign.
With the new rules, you only need to add these brand elements once at the campaign level.
This includes:
Your business name
Your logo
A landscape version of your logo
This update helps make sure your brand looks the same across all Google platforms, like Search, YouTube, Display, Gmail, and Maps.
Why is this important?
These campaigns auto-run on most Google platforms such as Search, YouTube, and Gmail.
Owing to this automation, it has proved to be hard in order to maintain the appearance of the brand in all places to be the same.
Today, the advertisers have brand assets at the campaign level, and it is easier when they want to make sure that their brand is consistent on all platforms.
According to Google, the change contributes to brand safety as well as easier brand management by advertisers.
Timeline and migration
The changes first took effect in January 2025 for new campaigns created through the Google Ads user interface. Google then began automatically migrating eligible existing campaigns starting in May for UI campaigns and in June for API-managed campaigns. The company finished the full rollout for new UI campaigns by mid-July 2025 and expects migration of all eligible campaigns to be complete by October 30, 2025.
Campaigns that already use the same business name and logo in all asset groups will be migrated automatically. Others with varying assets must be updated manually by advertisers through Google’s API.
What advertisers should do
Advertisers need to:
Ensure business name and logos are linked at the campaign level.
Update workflows if managing campaigns via the Google Ads API to use campaign-level assets.
Manually enable brand guidelines via the API if needed.
Review campaigns before the October migration deadline to avoid disruptions.
Additional performance improvements
This year, Google increased the limit of negative keywords in Performance Max campaigns to 10,000, ten times more than before.
This helps advertisers block unwanted searches and spend their money on more relevant results.
Conclusion
The changes in the brand asset requirements presented by Google to use Performance Max are an attempt to provide advertisers with more control of the highly automated advertising space. Performance Max brands should adjust fast to changes to ensure they reduce friction in their ad campaigns and have brand consistency across the wide range of Google advertisements.
Agencies and advertisers are advised to contact their Google contact or use the Google Ads support to make a successful transition by the October deadline.
Related: Google Ads Launches Performance Max Usefulness Indicator
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