As part of the Performance Max campaign creation process, you’ll need to complete actions like uploading assets, choosing a final URL, using Google AI to generate images, and setting up targeting and demographics details.
This article explores the Google Ads policies, common disapprovals, and generative image safety details you'll need to know when working on Performance Max campaigns.
On this page
- Before you begin
- Related policies and common disapprovals
- Generative image safety
- Generative image eligibility
Before you begin
To create and manage your Performance Max campaigns without violating any Google Ads policies or experiencing disapproved ads, it’s recommended that you review the Google Ads policies outlined on support.google.com. These policies cover 4 broad areas:
- Prohibited content: Content you can't advertise on the Google Network
- Prohibited practices: Things you can't do if you want to advertise with us
- Restricted content and features: Content you can advertise, but with limitations
- Editorial and technical: Quality standards for your ads, websites, and apps
Advertiser verification
Google will require you to complete one or more tasks as part of advertiser verification. Learn more about Advertiser verification.
After you’ve completed verification, you may also be required to Apply to advertise certain products & services using Google Ads. Be sure to double check the list of products and services to determine if additional steps are needed.
Related policies and common disapprovals
The following Google Ads policies are especially relevant to this campaign type and are often associated with disapprovals. Learn about What happens if you violate our policies.
- Ad format requirements
- Destination requirements
- Personalized advertising
- Disapprovals and suspensions
- Misrepresentation
- Financial products and services
- Restricted targeting in Personalized advertising
Review a complete list of Google Ads policies
Generative image safety
We’re committed to upholding our principles for developing generative AI technology responsibly and at the highest standards for fairness, privacy, and security. We’re taking multiple steps to be both bold and responsible with helpful generative AI tools in Google Ads.
For example, Google AI is designed to not automatically suggest generative images for sensitive verticals, such as political or pharmaceutical ads. Note that in addition to limiting the use of Google's AI for political campaigns, Google Ads Policy requires disclosure of manipulated media uploaded from any third-party tools for certain political ads.
All advertising content is subject to Ads Policy, regardless of how it’s created, and generative AI content is held to the same set of content standards, reviews, and enforcement for any policy violations, including inappropriate content and misrepresentation.
We take privacy and security seriously, and any information you provide to Google to create ads, including generative AI, is treated in line with our Google Ads Terms & Conditions and Privacy Policy.
Note that generative AI is an experimental technology, and may display inaccurate or offensive content that doesn’t represent Google’s views. Don’t rely on generative AI features in Google Ads for medical, legal, financial or other professional advice. As this technology evolves, we’re continuously evaluating and improving our approach to safety.
Eligibility
Google restricts which advertisers have access to manually prompted image generation. If you don’t have the options to create generated images in Google Ads using your own prompts, check that your account:
- Is active and has been running ads for at least 30 days
- Has a history of policy compliance
- Has not completed Election Advertising Verification
- Is not advertising in a sensitive vertical (for example, sexual and political ads)
If your account is newer, you may still notice automatically suggested generative images to review when creating certain campaigns even if you can't use your own prompts.
Image generation capabilities are rolling out gradually to eligible advertisers, so these features may not be available to you yet, even if you’re otherwise eligible.
