Creatives are the first thing potential customers see. It is a big win for brands if they grab attention and drive engagement. Strong visuals and diverse assets help connect with different audiences and boost results.
Google Ads now offers new creative tools to help you build better assets and improve campaign performance. These tools use AI to generate high-quality visuals, optimise ad variations, and tailor messaging to your audience. With smarter creative, you can capture interest, increase engagement, and drive more conversions.
Here’s what’s new:
- Generative AI to create images featuring adult people
- Asset recommendations to tailor creatives to your audience
- Asset testing for feed-only Performance Max campaigns
- AI-generated image suggestions are coming soon
What is Google’s Latest AI Update For Lifestyle Images?
In its blog, Google shared details about generative AI capabilities for advertisers.
“With the help of Imagen 3, we’re now rolling out the ability to use text prompts to generate images that contain adult people and faces across Performance Max, Demand Gen, Display and Apps campaigns. We’ve conducted extensive user research and developed protocols and safeguards to meet advertisers’ high expectation for quality, while adhering to Google’s rigorous product and design principles and clear Ads policies,” the blog read.
Over the past year, Google:
- Expanded asset generation to six new languages
- Introduced it to Demand Gen campaigns
- Upgraded the image generation model
Now, Google is introducing AI-generated images of people.
With Imagen 3, you can use text prompts to generate images featuring adult people and faces across Performance Max, Demand Gen, Display, and Apps campaigns.
To ensure quality and safety, strict protocols and safeguards align with Google’s product principles and ad policies.
You cannot generate:
- People-focused lifestyle images to boost engagement
- Brand-name products
- Prominent figures (politicians, celebrities, etc.)
- Children or minors
- Sensitive or explicit content
All AI-generated images include SynthID tagging for transparency.
What Advertisers Need To Know
Advertisers now have more control over their creative process.
This update allows advertisers to create custom, high-quality lifestyle images that resonate with their audience. For example, if you’re a cooking instructor promoting class enrollments, you could use prompts like:
- “Person cooking” for a general image
- “Middle-aged man chopping carrots” for a more specific look
If the generated images don’t meet your needs, you can:
- Generate more variations
- Refine prompts (add age, gender, ethnicity, etc.)
- Hide images and provide feedback
From start to finish, you have full control, approving every image before it goes live.
How To Enhance Your Asset Mix with AI-Powered Insights
We’re introducing asset-audience recommendations to help you scale and diversify your creative assets. These insights highlight the themes and visual elements—like “nature” or “ocean” scenes—that resonate most with your top audiences.
In the coming weeks, you’ll also start seeing AI-generated image suggestions that give you fresh creative ideas without having to build new assets from scratch.
Example: Travel Site Optimisation
A travel site discovers that images featuring “Nature,” “Sun,” and “Ocean” perform well with key audiences. Asset-audience recommendations help identify these trends so advertisers can optimise their visuals for stronger engagement.
New Asset Testing for Performance Max
Google has expanded Performance Max experiments to give you more ways to test and optimise your campaigns. Initially, Google introduced experiments to measure the impact of adding Performance Max to your campaign mix.
Last year, testing was enabled within Performance Max, such as evaluating final URL expansion. Now, we’re launching a new beta for retailers using product feed campaigns without additional creative assets.
This experiment allows you to:
- Compare the impact of adding text, image, and video assets (including AI-generated creatives)
- Test against a control campaign with no additional assets
- Identify what drives better performance
If you’re interested in joining this beta, contact your Google account team.
Unlock More Effective Campaigns
These new creative tools in Google Ads help you build stronger, more engaging campaigns that drive better results. Now you can:
- Experiment with new creative approaches
- Leverage AI-powered insights to optimise your assets
- Share feedback to help improve these features
Google’s updates on AI-generated ad content can speed up production and reduce costs. Not only does this create ads faster, but it also meets strict safety standards.
Need a fresh perspective? Let’s talk.
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