Google Performance Max campaigns get new brand asset rules

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What Google’s new Performance Max controls mean for advertisers

Google Ads officially completed the rollout of brand guidelines for all Performance Max (PMax) campaigns created via the UI, with API support coming soon.

The big change. Until now, brand assets like logos and business names were stored in Asset Groups. Now, for campaigns with brand guidelines enabled, these assets are stored at the campaign level, specifically under CampaignAsset.

API users must stop relying on AssetGroupAsset for these assets. Use the Campaign.brand_guidelines_enabled field to determine if this change applies to a given campaign.

Why we care. Brand guidelines offer advertisers greater control over how their logo and business name appear, but they also require updates to API implementations. With brand guidelines now enabled by default, advertisers gain more consistent and controlled brand representation across ads.

However, failing to adapt API integrations to this new structure could result in broken workflows, missing brand assets, or inconsistent campaign performance. Updating now ensures both brand integrity and technical continuity.

What API users need to do.

Immediate action:
Update your applications to:

  • Check whether brand_guidelines_enabled is true
  • Look for brand assets in CampaignAsset if so
  • Continue supporting AssetGroupAsset for legacy campaigns

Coming soon:
In API v21, brand guidelines will be enabled by default. Until then:

  • Default is disabled in v20 and earlier
  • You can enable guidelines manually from v19+ by setting Campaign.brand_guidelines_enabled = true

Migration options and timeline. Use CampaignService.EnablePMaxBrandGuidelines to manually enable brand guidelines on existing campaigns. Setting auto_populate_brand_assets = true will automatically apply your top-performing brand assets.

Note: once enabled, brand guidelines cannot be disabled. Automatic migration is underway for campaigns using the same business name and logos across all asset groups and will finish by Oct. 30. Manual updates are encouraged for more customized migrations.

Bottom line. If you’re managing PMax campaigns via the API, your systems must now support brand asset storage at the campaign level. Prepare for the upcoming API default shift in v21, and update your integration before the full migration completes this fall.