What is Text Customisation in Google Ads?
Text Customisation (sometimes called Automatic Text Assets) is a Performance Max campaign setting in Google Ads.
When enabled, Google automatically generates personalised headlines and descriptions using content from your site, landing pages, and ad assets.
The goal is to make ads feel more relevant to individual search queries. But in practice, advertisers often find these automated lines are generic, off-brand, or misleading. Because the system pulls copy directly from your site or assets without context, it can highlight information that doesn’t fit your strategy or campaign goals.
Why should I turn it off?
Leaving Text Customisation on reduces your control over ad messaging and can cause several issues:
Loss of brand voice. Automation can strip out your personality or tone, replacing carefully written copy with bland, keyword-heavy text.
Compliance and accuracy risks. Industries with strict approval processes (finance, healthcare, legal) can’t afford ad copy that changes without review.
Misaligned messaging. Headlines may promote unrelated products, outdated promotions, or copy taken from the wrong page of your site.
CTR vs. conversion trade-off. The system favours “clickable” wording, which can attract unqualified traffic that doesn’t convert.
Harder to test. With copy being generated dynamically, it’s difficult to run controlled A/B ad copy tests and learn what really works.
Reporting gaps. In Google Ads reporting, performance is often attributed to “Automatically created asset,” leaving you in the dark about what was actually shown.
For advertisers who value consistent messaging, this feature often creates more noise than value.
How does this Improvement work?
Opteo keeps an eye on your Performance Max campaigns and checks whether Google is auto-generating text assets on your behalf. When we find campaigns using this feature, we’ll surface them and show you when the automation was first detected.
For example: “This campaign was first found to be opted into Text Customisation 14 days ago.”
We don’t just stop at flagging it - we highlight it so you know exactly which campaigns may be running with copy you didn’t write.
From there, you can disable Text Customisation with a single click in Opteo, ensuring your ads only run with messaging you’ve reviewed and approved.
Because Opteo refreshes this check continuously, you’ll never have to second-guess whether Google has slipped auto-generated text into your campaigns.
When can Text Customisation be useful?
While often unhelpful, there are edge cases where automated text assets might be useful:
Accounts with very little ad copy written. Automation can help fill gaps temporarily.
Campaigns testing at scale. Quick variations can be generated to test performance.
Low-stakes, broad campaigns, where personalisation is less important than reach.
If it makes sense to keep the setting enabled, you can simply dismiss the Improvement in Opteo.