Turn Off AI Generated Assets in Google Ads

AI Generated Assets are automatically created ad creatives — including headlines, descriptions, images, and other ad components — that Google's AI produces and adds to your campaigns without manual input. Google uses your landing page content, existing ads, and account data to generate these assets. While they can save time, they may not always match your brand voice, messaging guidelines, or compliance requirements.

There are several valid reasons to disable AI Generated Assets: your brand has strict messaging or legal compliance requirements; the AI-generated copy doesn't match your tone or value proposition; you want full visibility and control over every asset that appears in your ads; or you've found that manually created assets consistently outperform automated ones. Turning them off ensures only your approved creatives run.

It can, especially if you have limited manually created assets. Google's algorithm uses asset variety to test combinations and find the best performers. If you disable AI Generated Assets, make sure you have a strong library of manually created headlines, descriptions, and images to compensate. The net impact depends on the quality of your own assets versus what Google was generating automatically.

The setting described in this tutorial applies at the account level, which means it affects all campaigns. If you want more granular control — for example, disabling AI assets on one campaign while keeping them active on another — you would need to manage assets directly within each campaign's asset group settings and remove any AI-generated ones individually.

Disabling AI Generated Assets stops Google from creating new ones going forward. Any assets that were already generated and added to your campaigns will remain in place until you manually review and remove them. It is recommended to audit your existing assets after disabling this setting and delete any AI-generated content you don't want running.

Yes — the setting can be toggled back on at any time by following the same steps and re-enabling the option in Advanced settings. If you decide to re-enable AI Generated Assets, Google will begin generating new assets again based on your current landing pages, existing ads, and account signals. There is no waiting period and the change takes effect immediately.