What is Google Ads AI Brief? Writing and reviewing instructions
AI Brief lets advertisers guide Google Ads AI Max in natural language with business context, intended audiences, and messaging. It can also describe the searches you want to address. Google's feature introduction
Prepare verified promises and their evidence, rather than a long company introduction. This guide covers drafting instructions and reviewing generated results.
Language support and availability
On September 23, 2026, Google announced expansion of the AI Brief closed beta to languages including Japanese. That does not establish availability in every account; check your own interface. Official announcement
The feature introduction addresses AI Max for Search, with Performance Max and other support described as coming later. Do not assume an identical input is available across campaign types. Scope of the feature
Even without access, the worksheet below can guide human-written ads and landing-page reviews.
What to include
Google describes messaging, matching, and audience guidelines. AI Brief overview
Separate sales conditions from style preferences. “Booking is required” is an operating condition; “use a calm tone” is an editorial preference. They require different evidence.
| Item | Include | Evidence to check |
|---|---|---|
| Business | Product, use, and steps to use it | Product documentation and actual service process |
| Audience | Pre-purchase questions and eligibility | Inquiries and sales conditions |
| Value | What information helps people choose | Specifications and destination pages |
| Excluded claims | Unsupported promises and evaluations | Service scope and editorial standards |
| Intended searches | Questions leading to purchases or consultation | Search terms and actual inquiries |
| Update conditions | Owner and events requiring changes | Price, stock, and service-scope updates |
Do not add “best in the industry,” guaranteed outcomes, invented results, or customer testimonials without evidence.
Turn vague preferences into reviewable instructions
These are illustrative writing examples. Replace them with actual conditions.
| Vague instruction | More reviewable version |
|---|---|
| Make the ad trustworthy | Explain the process and conditions without unsupported achievements |
| Emphasize affordability | Give verified prices together with their applicable conditions |
| Increase bookings | Explain pre-booking checks and the next action on the booking page |
| Avoid irrelevant searches | List verified unsuitable uses and check actual controls |
Someone reviewing the output should be able to determine whether it follows the instruction. More text is not automatically better; fewer contradictions are more useful.
Check exclusions and destination controls separately
Writing an instruction and configuring delivery controls are separate actions. Check settings for unsuitable searches, regions, and pages you do not want to use.
If recruitment searches are outside your offer, inspect search terms and exclusions as well as the brief. Do not treat natural-language guidance as confirmation that all controls are configured. Use the search-term and negative-keyword review process.
If destination expansion is enabled, verify that landing pages keep the same promise. The AI Max A/B testing guide can help define the feature scope and comparison conditions.
Review samples and actual delivery
Google describes reviewing sample assets and searches after entering the brief. Official feature explanation
Check prices, regions, conditions, tone, and destinations against your worksheet. Review what a reader would understand the ad to promise, beyond whether the text reads well.
After delivery begins, inspect search terms, served assets, landing pages, and inquiry quality. The September announcement also describes a unified journey report, with further details and availability to follow. Use reports currently available in your account. Reporting announcement
A ChatGPT or Gemini preparation prompt
Organize a worksheet before entering Google Ads AI Brief.
Product and usage conditions:
Intended audience and pre-purchase questions:
Verified specifications, prices, service regions, and sources:
Value to communicate:
Claims to avoid:
Intended searches and unsuitable uses:
Landing pages:
Current delivery controls and exclusions:
Return:
- Instructions separating facts, editorial preferences, and delivery conditions
- Conflicts and missing evidence to verify
- A checklist for sample assets and searches
Do not add achievements or guarantees absent from the input.
Do not treat written delivery conditions as already configured.
Start by pairing each advertising promise with evidence. Shoryaku AI chat can help discuss messaging and evaluation using your business information. Enter AI Brief and inspect its samples in Google Ads.