Google first announced Text Guidelines for Performance Max and Search (AI Max) campaigns in September 2025, with the feature spotted live in advertiser accounts in October 2025. These controls, designed to help advertisers steer AI-generated text.
Now, Google has published the official help page detailing how to use these tools. Text Guidelines appear when text customization is turned on and allow you to define Term Exclusions (up to 25 banned words or phrases) and Messaging Restrictions (up to 40 tone or concept-level rules). You’ll find them in campaign settings.
This update provides advertisers with a practical way to reduce off-brand language and gain more oversight as AI-generated text becomes more common across campaigns.
Read the full update spotted by Hana Kobzová here: Use text guidelines with Performance Max and Search campaigns (beta)
