Google has just released brand customisation tools for its Performance Max campaigns, and this update helps give you more control over your brand's look and feel.
First teased back in May, the feature is now live in select accounts, and it lets advertisers personalise elements like logos, brand colours, business names, and even fonts.
If you’ve ever felt like your ads weren’t quite on-brand, this change might be the boost you’ve been waiting for.
What’s Changed?
Google’s Performance Max campaigns are known for their automated, hands-off approach — but that also meant less control for advertisers over how their brand showed up across Google’s vast ad placements. Now, you get to tweak things a bit more:
Custom Logos: Upload your own logo so it’s consistently displayed across all ad formats.
Brand Colours & Fonts: Choose your brand’s colours and fonts, making sure your ads match the vibe of your website and other marketing materials.
Business Name Control: Adjust how your business name is displayed in the ads for a more polished and on-brand presentation.
Why It Matters
Many advertisers have been frustrated by the generic feel of automated ads, lacking the flexibility to reflect their unique branding.
Now, with the option to customise elements like logos, colours, and fonts, Google is moving away from a one-size-fits-all approach in Performance Max campaigns. It’s a step towards ensuring a consistent brand presence across YouTube, Google Search, and display ads.
At the end of the day, the goal is to help your ads make a stronger impression and be more recognisable to your audience.
What You Should Know
Limited Rollout for Now: The new customisation features are only available to a select group of accounts at the moment, but Google plans to expand this soon. If you haven’t seen the options yet, hang tight — they’re coming.
First User Reactions: According to Search Engine Land, PPC expert Dario Zannoni was one of the first to notice the update in his account and shared his experience on LinkedIn. His initial take? It’s a game-changer for advertisers looking for more creative control.
The Good, the Bad, and What to Watch Out For
The Good:
These new features are a win for brand consistency. Instead of relying purely on Google’s AI to generate ad creatives, you now have more control over how your brand looks, which could make your ads more engaging and recognisable.
The Bad:
It’s not all smooth sailing. Some advertisers have spotted inconsistencies, especially when setting up colours and fonts for YouTube and display ads. The help docs aren’t entirely clear on this, so you might have to do some experimenting as the feature becomes available to you.
The Catch:
While the update does give you more flexibility, it doesn’t mean you can completely design your ads from scratch. Performance Max still uses Google’s AI to assemble ad creatives, so you’re really adding a layer of customisation on top of the automation — not taking full creative control.
How to Use the New Features
Upload Your Assets: Start by uploading your logo and selecting your brand colours and preferred fonts in the campaign settings.
Let Google Do the Work: These branding elements will then be used automatically across Google’s ad network, including YouTube, display ads, and search ads.
Keep an Eye on Consistency: Make sure your chosen colours and fonts reflect your brand, helping your ads feel more cohesive no matter where they appear.
How Can This Help Marketers?
If you’ve ever been frustrated by the lack of branding options in automated ad formats, this update is a breath of fresh air. It’s about giving advertisers a little more control to keep their brand identity intact, even within the automated world of Performance Max.
Consistent branding can lead to stronger ad recall, better engagement, and potentially even improved performance metrics.
Final Words
In a nutshell, Google’s new branding features for Performance Max offer a great chance to put your brand’s best foot forward across all placements. It’s not a total overhaul of how ads are created, but it’s a solid step towards making your ads look and feel more like your brand.
Watch for these updates as they roll out to more accounts, and get ready to make your ads look and feel more in line with your brand.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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