Question

What do API users need to know about brand asset migration in Performance Max (PMax) campaigns?

Answer 1

With the rollout of brand guidelines in Performance Max (PMax) campaigns, API users need to be aware of changes that affect how brand assets (like business names and logos) are handled. Here’s what you need to know:

Brand Assets Migration: In the past, brand assets like logos and business names were tied to Asset Groups within PMax campaigns. With the new update, these assets are now stored at the campaign level for all new PMax campaigns created in the Google Ads UI.

API Adjustment: For campaigns with brand guidelines enabled, API users must adjust their code to look for brand assets in the CampaignAsset rather than the AssetGroupAsset. This change is critical to ensure proper integration when querying or modifying brand assets.

Checking Brand Guidelines: To verify if brand guidelines are enabled for a PMax campaign, check the Campaign.brand_guidelines_enabled field in your API queries.

Future API Changes: Starting with v21, brand guidelines will be enabled by default when creating PMax campaigns via the API, though you can disable them by setting Campaign.brand_guidelines_enabled to false during campaign creation.

Manual Enablement: For earlier versions (like v19), you can manually enable brand guidelines by setting Campaign.brand_guidelines_enabled to true when creating a new campaign. For existing campaigns, you can enable brand guidelines by using the CampaignService.EnablePMaxBrandGuidelines method.

Automatic Migration for Existing Campaigns: Google Ads will automatically migrate eligible campaigns to use brand guidelines, but this will only apply to campaigns that use the same logos and business names across all asset groups. The migration is expected to be completed by October 30th, 2025.

Manual Update Option: In the meantime, API users can manually update their campaigns to use brand guidelines through the migration endpoint at their own pace.

By adjusting your code to accommodate this update, you’ll ensure that your integrations with Google Ads remain functional and aligned with the latest changes in brand asset management for Performance Max campaigns.

Answer 2

If you're managing PMax campaigns via the Google Ads API, here's what you need to know about the brand asset migration:

• Google’s moving brand-related settings (like brand exclusions and brand lists) into their own structured asset group objects. This helps make brand handling more consistent across account-level and campaign-level setups.
• You’ll now use brand_assets and asset_group_brand_settings in the API to manage brand restrictions inside a PMax campaign.
• If you were previously using asset_group_signal to pass brand info, you’ll need to update your integration—those old brand signals won’t apply the same way anymore.
• In short: if you want control over which brands are associated with your PMax creatives, or if you're trying to exclude certain brand traffic, you’ll need to migrate to the new structure before support for the old setup is deprecated.

Tip: Check the v16+ release notes and the updated PMax documentation in the Google Ads API developer site for schema changes.