What are Auto Generated Text Assets in Microsoft Performance Max?
Auto Generated Text Assets is a campaign-level setting in Microsoft Ad Performance Max campaigns. It uses AI to automatically generate headlines and descriptions.
These assets are typically assembled from your website content, landing pages, or other provided assets, and are optimised dynamically to match user search behaviour and asset performance, helping deliver more combinations across inventory.
Why should I turn it off?
Auto generated text can undermine your campaign performance and brand consistency in several ways:
Generic messaging. Generated text often lacks nuance and brand voice, producing copy that feels impersonal and overused.
Inconsistent tone. Without context, AI may pull content that clashes with your brand identity or messaging guidelines.
Reduced clarity in testing. Automated variants make it harder to pinpoint which copy drives performance, complicating A/B testing.
Potential misalignment. Generated copy may reference irrelevant products, outdated information, or fail to align with campaign objectives (like specific promotions or value propositions).
Reporting opacity. With auto text, you may not know exactly what message was shown, making it hard to learn what works.
How does this Improvement work?
Opteo evaluates your Microsoft Performance Max campaigns and flags those using Auto Generated Text Assets. For flagged campaigns, we display:
When the setting was first detected (e.g. “This campaign was first found to be generating text automatically 23 days ago.”)
In one click you disable this setting, ensuring you’re running only the creative you’ve crafted or approved.
When is Auto Generated Text Assets most harmful?
Brand-sensitive campaigns (e.g. luxury goods, regulated industries). Generic AI-generated text can erode brand credibility.
Promotional offers. AI might pull from evergreen site content and miss time-sensitive messaging like sales, discounts, or promotions.
Campaigns relying on precise messaging (e.g. value proposition testing, product differentiation). Automated text dilutes control.
Accounts that need clear reporting. If you rely on message-level insights, auto generation obscures what copy is performing.
When can it be useful?
Small accounts with limited time. Auto generation can rapidly populate campaigns when manual assets are minimal.
Filling gaps in asset groups. Useful interim solution when you lack enough headlines or descriptions, provided you're ready to review and replace them later.
If auto text makes sense for your situation, you can simply dismiss this Improvement in Opteo.