How Do You Use AI Brief in Google Ads?
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Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Answers every question here from the accounts ZenoX runs, not from theory.
The short answer
AI Brief lets you steer AI Max for Search in your own words: what ads should say, which searches to chase, and who to talk to. It is a closed beta, so check your account for access. ZenoX's advice: start with product facts you can prove. Then review the sample ads and searches before you apply it.
What Is the Status of AI Brief?
AI Brief is a closed beta. Google's 23 September 2026 post calls it "the closed beta of AI Brief". The same post brought it to seven more languages: Dutch, French, German, Italian, Japanese, Portuguese and Spanish. It started in English.
Google first showed AI Brief on 30 April 2026. That post names three parts: Messaging Guidelines, Matching Guidelines and Audience Guidelines. It starts with AI Max for Search. Performance Max and AI Max for Shopping come later. If you already use text guidelines, Google moves them into Messaging Guidelines when you turn AI Brief on.
We checked these posts on 12 November 2026. None of them says AI Brief is open to every account.
How Should I Prepare an Ecom Brief?
Our workflow: pull a small set of real product records and compare them with the live pages. Write down what each item is, who it helps, and which claims you can prove. Use that as the context for your brief.
This template is our writing aid for a store with a product feed. It is not a Merchant Center upload format or an import feature.
What Brief Can I Copy and Paste?
Copy the blocks below and replace every bracketed placeholder. Split them into the matching guideline boxes if your account shows them separately.
Business context: We sell [product range] in [market and language]. Our store is [URL]. The product group for this campaign is [category]. Use only facts supported by these product records and live pages: [paste checked titles, materials, sizes, colors, uses and URLs]. If a fact is missing, do not invent it.
Messaging Guidelines: Use clear, plain language. Focus on [proven product benefit]. Avoid [unsupported claims and banned phrases]. Mention prices, discounts, delivery promises or guarantees only when the current page supports them. Do not invent certifications, reviews or endorsements.
Matching Guidelines: Focus on searches about [product category and proven uses]. Avoid searches about [unrelated uses, products we do not stock, or services we do not offer]. Example good search: [query]. Example bad search: [query].
Audience Guidelines: Our customers are [plain description of the customer need]. For shoppers interested in [use case], explain [proven feature that helps]. Keep the message about the product and its real use.
Review goal: We want ads that describe the products correctly and send shoppers to a page that backs up the message. Show sample ads and searches for review.
How Would I Fill It for a Linen Shirt?
Example product facts: navy linen shirt, short sleeves, sizes S to XL, machine washable. Use these only if your own feed and page confirm them.
Example messaging: describe the linen fabric and short sleeves. Do not call it organic, wrinkle-free or waterproof without proof. Example matching: focus on navy linen shirts, avoid linen fabric by the meter. Example audience: shoppers who want a casual short-sleeve shirt.
Google shows previews of sample ads and searches before you commit. Read every one for material, size, offer and landing page. Fix any instruction that leads to a wrong ad, then preview again.
When Does This Not Apply?
If your account has no AI Brief, keep the draft as a planning note. Do not paste it into a different Google tool and expect the same result. Do not rely on the brief alone to block a URL or force required ad text. Use the campaign controls for that.
Where Can I Check the Rest of My Setup?
Start with the Editor 2.14 checklist. Then read Turn off Final URL Expansion, Track AI Max Traffic and AI Max for Shopping Beta.
Where Can I Get Help Applying This?
For help with the account, see our Google Ads agency, Shopify Google Ads service and Google Shopping service. To learn with other store owners, visit the Google Ads Ecom Lab on Skool.
Common Questions
- Is AI Brief Generally Available?
- No. Google's 23 September 2026 post calls it a closed beta. That post added Dutch, French, German, Italian, Japanese, Portuguese and Spanish to English.
- Can I Use AI Brief in Shopping or Performance Max?
- Google's April 2026 post says AI Brief starts with AI Max for Search. Performance Max and AI Max for Shopping come later. Check your account before you plan on it.
- What Happens to My Text Guidelines?
- Google says existing text guidelines move into Messaging Guidelines when you start using AI Brief.
- Should I Paste an Unchecked Supplier Description?
- Our advice: no. Check the facts against what you sell first. Leave out benefits and promises you cannot prove.
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