Text Guidelines (Google Ads)

Text guidelines steer AI-generated ad copy in Google Ads through term exclusions and messaging restrictions (beta, Performance Max and AI Max).

Text guidelines are a young beta feature. The earlier version of this entry described them as a general brand tool with tone and core messages, and as part of a three-tier system. That is not documented. Google describes something narrower.

Where the term comes from

Google offers text guidelines as a beta for Performance Max and for Search campaigns with AI Max. On February 26, 2026, Google opened access to all advertisers worldwide, with full language and vertical support. The help still calls the feature an “experimental beta” that may have limitations.

The purpose: Google generates text with AI when text customization is on. Text guidelines set limits for that AI, in your own words.

How text guidelines work

There are two kinds of rules. Term exclusions block exactly named words or phrases. They apply per language, are not case sensitive and are limited to 25 per campaign. They cannot block prices. For that, Google recommends a messaging restriction.

Messaging restrictions describe concepts, associations or styles to avoid, or a tone to adopt. They apply across languages and are limited to 40 per campaign. An English rule therefore also applies to German text.

In Performance Max you set the rules in the brand guidelines, in Search campaigns in the AI Max area. Google Ads Editor and the API work too.

How it differs from text customization and the individual functions

Text customization generates and adapts text. Text guidelines brake and steer that function. Without text customization turned on, they do not apply.

Term exclusions and messaging restrictions are not three tiers next to the guidelines. They are the two kinds the guidelines consist of. The earlier description as a “three-tier control system” was therefore wrong.

They also differ from keyword exclusions. Negative keywords control which searches trigger ads. Text guidelines control what the text says.

What this means for your account

Write rules directly and specifically. Google considers vague instructions such as “joy” or “if possible” not reliably achievable. Examples help.

After turning them on, review the Google-optimized text assets in the asset report. There you see which variants keep running. Start with a few rules and extend later.

For industries with advertising restrictions, rules are a tool but no replacement for your own review. You remain responsible for your ads.

Limits and typical mistakes

The biggest mistake is too many or contradictory rules. Google warns that such rules can remove many good assets and lower performance. This also affects text that is already running.

Text guidelines also enforce nothing. That certain core messages always appear is not documented. They exclude and steer tone. For fixed statements, use your own assets.

Frequently asked questions

Which rules can I set with text guidelines?

Two kinds. Term exclusions block exact words or phrases, up to 25 per campaign. Messaging restrictions exclude concepts, associations or styles, or set a tone, up to 40 per campaign.

Where do text guidelines work?

In Performance Max campaigns and in Search campaigns with AI Max. Text customization must be turned on. Text customization does not apply to Shopping ads.

Can text guidelines remove existing ads?

Yes. According to Google's help, they also apply to existing Google-optimized text assets. Assets that violate a rule stop serving. Too many or unclear rules can therefore remove good assets as well.