Text customisation is a campaign-level setting that is available through AI Max for Search campaigns. Enabling the setting will help you generate additional assets (headlines and descriptions) to be used in combination with the assets that you input for your responsive search ads. These new assets are generated based on your ad's unique context, which includes your domain, landing page, existing ads and keywords in your ad group. Text customisation uses a combination of extractive techniques and generative AI to generate assets that are more relevant to people’s search queries.
Ensure that your website content is accurate, not misleading and not in violation of Google Ads policies or applicable laws. After you turn on text customisation, you can monitor your ad content for accuracy in the asset details report.
On this page
- Benefits of text customisation
- How text customisation works
- Best practices when using text customisation
- Get started with text customisation
Benefits of text customisation
- Performance: Increase responsive search ads performance by automatically creating more headlines and descriptions.
- Relevance: Provide a consistent user experience across query, ad copy and landing pages.
- Productivity: Reduce the amount of manual work to create relevant ad copy.
How text customisation works
Text customisation builds from your existing inputs to ensure relevancy. It uses a combination of 'light-touch' extractive techniques (for example, taking snippets from landing page titles, descriptions and meta tags) and generative AI technology that are grounded in your landing page content to ensure that your ads stay accurate and relevant. Google’s generative models can synthesise thousands of query signals, rich landing page content and your own assets to create new, relevant assets for queries that you couldn’t have anticipated.
The ad copy generated is guaranteed to be relevant to your products and offerings. We use advanced quality models to check assets for accuracy, making sure that they are grounded in your unique product offerings and landing page content, while ensuring that they look professional and appealing. For example, text customisation will not create headlines about make-up if the landing page is only about shampoos.
Assets are generated periodically to reflect evolving user behaviour. Assets are reviewed – and refreshed as needed – at least every 48 hours to ensure continued accuracy. For example, if your landing page changes, assets will be refreshed within 48 hours. Additionally, Google customised text assets will only serve if they are predicted to perform better than the headlines and description lines that you uploaded.
For responsive search ads within campaigns where you turn on text customisation, you instruct Google to help you generate assets from eligible sources, based on relevance and predicted performance. When your ad is eligible to serve for a query, responsive search ads will use the pool of eligible advertiser-created assets and Google-customised text assets, and serve the combination predicted to perform best. Google-customised text assets will be reflected in your responsive search ads ad strength rating.
Text customisation supports all languages in Google Ads. Learn more about available languages in the Google Ads interface.
Here are examples of how your ad works with text customisation enabled:
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Best practices when using text customisation
- Ensure that your website content is accurate. Google AI relies heavily on this content as its source material. Ensure that your landing pages (titles, descriptions and meta tags) are up to date and accurately include your unique selling points and product offerings. Keep Google Ads policies or applicable laws in mind and monitor ad content for accuracy in the asset details report. Learn more about landing page best practices.
- Keep your advertiser generated headlines and descriptions. The responsive search ads headlines and descriptions that you create serve in combination with Google customised text assets to create responsive search ads predicted to perform the strongest.
- Fill gaps to reach Good+ ad strength. Text customisation can improve your overall Ad Strength rating for responsive search ads, but make sure that you stay focused on filling any gaps that remain.
- Use text customisation alongside all AI Max core features: Text customisation works like a 'power duo' with Final URL expansion (FUE) to help you create relevant ad experiences, and they are most powerful when combined with search term matching (STM). FUE requires text customisation to be turned on, since a newly selected URL may make advertiser-provided assets irrelevant.
Get started with text customisation
You can review the resources below to get the most out of text customisation with your search campaigns.
How to turn text customisation on or off
You can turn text customisation on or off during campaign creation, or after a campaign’s already been created in Google Ads.
Learn how to turn text customisation on or off
View reporting for text customisation
You can review ad and campaign-level metrics to determine the impact of your generated assets from the 'Added by' column in Google Ads.
Learn how to view reporting for text customisation
Text customisation frequently asked questions
Explore frequently asked questions for detailed information and answers to common questions about text customisation.
Learn more about text customisation frequently asked questions
