Google Ads is rolling out mandatory brand guidelines. It requires you to officially document your business names and logos by March – or face automated changes to your ad campaigns.
The big picture. The move represents Google’s latest effort to standardize brand presentation across its advertising platforms while giving businesses more control over their digital identity.
Key details:
Advertisers must update their brand guidelines before March.
If no action is taken, Google will automatically select “top-performing” business names and logos based on campaign data.
The change affects how brands appear across all Google’s ad platforms.
Why we care. Clear brand identity boosts ad performance, trust, and competitive advantage. If needed, you should update your brand guidelines now to maintain control and align with your marketing strategy.
What’s next. Businesses have until March to complete their brand guideline updates before automatic changes take effect.
First seen. We were made aware of this update when Arpan Banerjee when he shared the alert he saw on X:
Go deeper. Google provides tools for updating brand guidelines through their advertising platform, allowing companies to maintain control over their brand identity.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.