New PMax campaigns can use your website photos by default from December

Google's REST JSON example explicitly opts a new Performance Max campaign out of image extraction

New PMax campaigns will enable website image extraction by default from December 4, even if you previously switched that option off for the account. Existing Performance Max campaigns will keep their current settings.

Google announced the change on October 21. It covers campaigns created through the Google Ads interface, Ads Editor and the API.

Your account setting will no longer make the decision

Currently, a campaign without an explicit image-extraction choice inherits the account-level Dynamic Image Extensions setting.

Image extraction uses pictures already on landing pages. Google’s automation guide distinguishes it from image enhancement, which can alter existing assets through cropping, animation, background expansion and other treatments. Checking one control does not tell you the state of the other.

The same guide treats text customization, Final URL expansion and video automation separately. For a brand team approving a campaign, an image-extraction decision should therefore sit beside those checks rather than serve as a general approval of automated creative.

Put the opt-out in your campaign template

For API-created campaigns, explicitly set the image-extraction automation type, GENERATE_IMAGE_EXTRACTION, to OPTED_OUT. Agencies that build campaigns from reusable templates can make that choice once in the creation workflow, instead of relying on someone to remember each client’s account setting.

Google’s example campaign-creation request. Image: Google

Updating an existing campaign needs care: the asset_automation_settings update replaces the whole list, rather than merging individual entries. Retrieve the current settings and retain the other entries you want, or an image-related change could clear a separate automation setting.

Google supplies an audit query that returns campaign IDs, names and automation settings. Keep that output with your campaign-launch checklist so reviewers can distinguish an explicit opt-out from an unset value; the two will no longer behave alike for new campaigns.

Google Ads Query Language example retrieves Performance Max campaign IDs, names and asset automation settings
Google’s campaign-settings audit query. Image: Google

Check which website images are approved for ads

A landing-page review also needs the person responsible for image permissions. Google asks advertisers to confirm they hold rights for commercial and advertising use.

For teams with a separate approval process for ad creative, the practical question is which landing-page photos have cleared it. Resolve that before leaving extraction enabled, especially when the site team and media buyer maintain different asset lists.

Source: Google Ads Developer Blog

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