Did you know that you're still responsible for AI-generated Google Ads?

Did you know that AI-generated Google Ads remain your responsibility?

Starting July 1, 2026, the new Google Ads Terms of Service officially authorize AI-generated ads: the platform can independently create the target audience, ad copy, and landing pages for your campaigns. This change affects every company that invests in online advertising, even when managing campaigns with the help of an agency.

Until recently, Google Ads automation tools, such as Performance Max, were presented as an optional feature. With the update that took effect in July, however, Google clarifies that artificial intelligence can format, select, or generate targets, ads, and landing pages on the advertiser’s behalf, based on the data the company provides: website, products, feeds, and conversations with the advertising assistant. In practice, AI can decide on its own who to show ads to, rewrite headlines and descriptions based on your website, or generate or modify the landing page for the click.

However, this doesn’t mean you can ignore your campaigns. The new terms remove any ambiguity about who is liable if the AI gets an ad wrong: the responsibility always lies with the advertiser, not with Google. If the system generates an invalid price, an expired offer, or directs users to a nonexistent page, your business is held accountable—even to your customers. As reported by the industry website Search Engine Land, this is the first substantial update to the Google Ads Terms in eight years, and it confirms that human review of AI-generated content remains a mandatory step, not an optional one.

For a company managing its own campaigns without an in-house marketing department, this changes the way it operates on a daily basis: it’s no longer enough to set up an automated campaign and let it run, because the text, audience, and landing page can change on their own over time. For example, if your price list changes or a product goes out of stock, the AI might continue to promote it with information that is no longer accurate until someone notices, risking dissatisfied customers or refund requests. That’s why it’s important to periodically check what the AI is actually publishing on your behalf—not just the budget spent.

Our team monitors our clients’ Google Ads and SEA campaigns daily and can also handle this check: we periodically review the ads, audiences, and landing pages generated by AI to identify any errors before your customers notice them. If you’d like to understand how your Google Ads campaigns are performing under the new rules, let’s discuss it together.