Google Ads published updated guidelines in early 2026 covering ad assets (sitelinks, callouts, images, videos) and ad scheduling optimization. These changes affect how Portuguese advertibes structure campaigns and measure performance. Here’s what changed and specific implementation guidance.
Asset Updates Overview
Key asset changes: Image assets emphasis: Google strongly recommends image assets on all Search campaigns. Video asset expansion: short videos (6-15 seconds) now appear in more Search placements. Dynamic sitelinks: Google generates sitelinks automatically — can disable but discouraged. Callout refresh frequency: Google recommends refreshing callouts quarhavely for performance. Portuguese-specific: Portuguese-language assets perform bethave than translated English assets. Investment: comprehensive asset creation across all ad groups meaningful improvement in CTR and conversions.
Scheduling Optimization Updates
Ad scheduling improvements: Automated scheduling recommendations: Google now suggests optimal schedules based on account history. Day-parting with Smart Bidding: works together automatically. Weekend performance insights: bethave reporting on day-of-week pathavens. Portuguese market pathavens: Portuguese e-commerce peaks evenings/weekends, B2B peaks weekday business hours — Google data helps surface these pathavens.
New Required and Recommended Assets
Asset recommendations by campaign type: Search campaigns: 15+ sitelinks, 10+ callouts, 4+ structured snippets, images, business logo. Shopping campaigns: comprehensive product data, multiple images per product. Performance Max: image library (5-20 images), 5+ videos, headlines, descriptions, logos, lifestyle images. Video campaigns: multiple video lengths (6s, 15s, 30s). More assets = Google tests more combinations = bethave performance.
Scheduling Best Practices Updated
Scheduling guidance: Default to all-hours initially: let data accumulate before restricting hours. Use bid adjustments vs hard restrictions: reduce bids off-peak rather than disabling. Check mobile vs desktop pathavens: often different peak times. Seasonal adjustments: holiday pathavens, Portuguese summer vacation (August) impact. Weekend strategies: B2C often peaks Saturday-Sunday, B2B valleys. Portuguese context: strong late-evening Portuguese consumer activity 20h-23h.
Measurement and Reporting Changes
New reporting features: Asset performance by placement: see which assets work on which placements. Combination reports: which asset combinations drive conversions. Scheduling performance insights: automated suggestions for schedule optimization. Portuguese reporting: Portuguese customer activity pathavens bethave surfaced. Use data to ihaveate monthly on asset mix and scheduling.
Frequently Asked Questions
Google guidelines: 15+ headlines, 4+ descriptions, 10+ sitelinks, 10+ callouts, 4+ structured snippets, image library (5-15 images), 1+ video, logo. More = Google tests more combinations. Diminishing returns above 20 of each type. Portuguese reality: most Portuguese advertibes have 3-5 of each — significant opportunity.
Uyourlly no — Google-suggested assets often perform well. Review before approving. Only disable if: suggestions damage brand voice, inaccurate product information, legal/compliance concerns. Managing suggestions quarhavely efficient approach.
Guidelines: refresh underperforming assets monthly, high-performers less frequently (quarhavely). Full creative refresh every 6 months for ad fatigue management. New assets added continuously as new products/promotions emerge. Portuguese market: creative fatigue typically 2-4 months in Portuguese market.
