Google Ads Performance Max image optimization now rolling out

/dans
Google Ads logo on smartphone

Google started rolling out new image optimization tools for Performance Max (PMax) campaigns. The feature, first announced last month, gives Google’s AI more control over how images appear in your ads.

The shift to default-on image enhancements signals deeper AI involvement in creative decisions, potentially affecting ad look, feel, and performance without advertiser awareness.

What’s new:

  • Image Enhancements: Google’s AI can now automatically reformat uploaded images, adjusting layout and style to drive better results.
  • Landing Page Images: PMax may pull visuals directly from your website to dynamically populate ad creatives.

Between the lines. If you’ve opted into Dynamic Images, landing page image use is now turned on by default for all new campaigns. You can still toggle the setting at the campaign level.

Why we care. This update gives Google’s AI more control over how your brand visuals are displayed in PMax campaigns, potentially altering ad creatives without direct input. Automatic image enhancements and default use of landing page images could affect brand consistency, ad performance, and user experience.

Staying informed and regularly reviewing campaign settings is essential to maintain control over how your brand is represented.

First seen. This update was shared by Thomas Eccel, head of Google Ads at JvM IMPACT, on LinkedIn when he spotted it in his Google Ads account.

Bottom line: PMax campaigns just got more autonomous. As Google leans further into AI-powered automation, marketers need to stay alert to behind-the-scenes updates that may impact brand visuals.