Brand guidelines set to be enabled automatically for new Performance Max campaigns from January 20, 2025

Date

Dec 24, 2024 (first reported)

Effective

Jan 20, 2025

Primary source

Google Ads Help

Sources

• open_in_new
  About brand guidelines in Performance MaxGoogle Ads Help · Dec 24, 2024
• open_in_new
  Google Ads PMax Campaigns To Brand Guidelines Enabled After January 20Search Engine Roundtable · Dec 24, 2024

Related changes

• Apr 21, 2025All five Performance Max description slots standardised to a 90-character limit
• Apr 18, 2025Campaign-level age exclusions began appearing in Performance Max settings
• Apr 9, 2025Retention goals (win-back and high-value win-back modes) became fully available in Performance Max
• Apr 9, 2025Performance Max began automatically sourcing images from landing pages, with opt-out controls
• Apr 9, 2025Image enhancements introduced in Performance Max to auto-crop images for more inventory
• Apr 9, 2025Customer acquisition cost column added to campaign reporting for new customer goals

← See this change in the change history