I recently stumbled upon a not-so-obvious setting in Google Ads that might allow Google to insert unapproved images into location-based ads. This could be a headache for maintaining consistent brand visuals.
Here’s what’s happening: In the Shared Library under the Location Manager, there’s a setting called “Google Owned Location Data.” If active, Google can use imagery from its database, adding them to ads linked to your business locations without your direct approval.
Why it matters: While Google might promote this feature as a means to enhance performance, it risks introducing unwanted creative elements that haven’t been vetted—posing a challenge for advertisers who prioritize strict brand standards.
The broader context: Google Ads is increasingly automating creative aspects, extending its control beyond bid and targeting strategies. This change moves decision-making about visuals significantly into Google’s hands, particularly for those utilizing location extensions.
Implications: For brands with stringent creative rules, industries subject to regulation, or franchise operations, such settings can lead to mismatches or compliance issues, often without any warning.
Action steps: If you’re concerned about maintaining creative oversight, I recommend auditing the settings in the Location Manager within the Shared Library to see if “Google Owned Location Data” is enabled.
Discovery: Paid Media Analyst Conor Crummey first noticed this update and shared his findings on LinkedIn.
In summary: This is a subtle yet significant update from Google Ads for those who value controlling their creative output. Take the time to check your settings before unapproved content makes an unwelcome appearance in your ad campaigns.
Inspired by this post on Search Engine Land.
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