Google Ads promotion assets add a sale or offer, such as a percentage or monetary discount, below your Search ads and on YouTube Shorts and in-stream ads. From 12 October 2026, Google says it will also add offers found on your website to some Search and Performance Max campaigns automatically. Brands Win, a Singapore-based performance marketing agency for consumer brands, explains how to set up 11.11 and 12.12 offers and what to check.
Checked against Google Ads Help, 10 October 2026.
What Google Ads promotion assets are
Promotion assets show a sale or offer in its own line under your ad.
Google’s About promotion assets page (undated, checked 10 October 2026) says they work with Search text ads and with Shorts and in-stream video ads. An occasion such as Singles’ Day appears as a bold label, with up to two lines of promotion text, and a click goes straight to the offer. Each asset has a monetary or percentage discount, an optional promo code or spending condition, a final URL and optional dates, and edits keep its performance statistics.
Google says they are free to add, a click costs the same as a click on the headline, and you are not charged for more than two clicks per ad impression. The old name, promotion extensions, still appears on Google’s policy page. This guide does not cover Merchant Center promotions for Shopping ads.
What changes on 12 October 2026: automated promotions
Automated promotions are offers Google finds on your website and adds to eligible campaigns.
Google’s About automated promotions Help page explains the requirements and the opt-out. It is an account-level automated asset: Google Ads “identifies and sources promotions from your website landing pages”. A campaign is eligible if it is:
- an active Search or Performance Max campaign with attached location assets (including local ad campaigns);
- running no manual promotions;
- compliant with Google Ads policies.
The Help page gives no start date; that comes from Google’s email, published by Search Engine Roundtable on 5 October 2026: “Starting October 12, 2026, Google Ads will automatically identify and extract high-quality promotions, such as coupons and deals, from your website and apply them directly to your campaigns.” Search Engine Roundtable notes it is opt-out; Help labels the setting “On (recommended)”.
The 24-hour rule
Each automated promotion serves “for a limited time (less than 24 hours)”, then may be re-enabled while Google can still verify the offer on your site. Google expects this to change once it can read start and end dates, so for now your live site decides what shows.
Who this affects
Brands with outlets on location assets (cafes, salons, shops) are the clearest fit. Campaigns without location assets fall outside the stated eligibility, but Google’s About account-level automated assets page mentions offers “from your website and other sources”, so check your account. Google lists no country restriction, and we found no Singapore-specific announcement.
Should you keep automated promotions on?
Keep it on only if your website offers are always current and apply everywhere you advertise.
Turn it off, or override it, if you run outlet-only or member-only offers, old banners linger, or you need exact wording and dates. The simplest override is a manual promotion asset: Google says the automated system bypasses any campaign with manual promotions running.
How to check and switch it off
From Google’s About automated promotions page:
- Go to Assets in the Campaigns menu.
- In the filter bar, select the More (3-dot) icon, then Account-level automated assets.
- Select the 3-dot icon, then Advanced settings.
- In the Automated promotions drop-down, choose Off and give a reason if prompted.
To see what Google has added, set Asset type to Promotion in Assets. Automated promotions show “Google AI” in the Added by column; hover over it for sourcing details.
How to set up Google Ads promotion assets for 11.11 and 12.12
Create a manual promotion asset, following Google’s About promotion assets page:
- Create it. In Assets, click the plus button and select Promotion.
- Pick the level. Account, campaign or ad group; the most specific is used.
- Choose the occasion. For 11.11, pick Singles’ Day, eligible from 15 October to 30 November. There is no 12.12 occasion, so deselect the occasion and enter your own start and end dates, or use Christmas (1 November to 15 January) only for a genuine Christmas offer.
- Set the offer. Choose language and currency (SGD), a monetary or percentage discount, the product or service name and the final URL of the exact offer page.
- Add Promotional details. Enter any promo code or spending limit.
- Narrow the dates. In Advanced options, set dates and Days and hours to match the real sale window. You cannot pick dates outside the occasion’s range.
If you also run Shopping ads, product feeds and Merchant Center promotions sit with our Google Shopping and Performance Max work.
Rules that cause disapprovals
Google’s Promotion asset requirements say the promo code field may hold only a code, not descriptions, phone numbers or promotional statements. Editorial rules on capitalisation and symbols apply, and the offer should be priced accurately, easy to find on the landing page and match the ad.
Timing and Maps
Occasion assets must be created or edited within six months of their start date, and assets left unedited for six months stop serving. With Performance Max for shop goals, local promotions can show in Maps on mobile; include the expiry date, how to redeem and any conditions. QR code and barcode promotions serve only on Maps (About promotion assets).
Keep your website offers accurate
Automated promotions read your pages, so keep them current.
Remove expired banners, label outlet-only or member-only offers, and keep terms beside the offer. Hypothetically, a cafe’s forgotten “1-for-1” banner could surface in its ads.
In Singapore, the Guidelines on Price Transparency from the Competition and Consumer Commission of Singapore (CCS), in effect since 1 November 2020, cover discounts, price comparisons and “free” claims under the Consumer Protection (Fair Trading) Act, online and offline. In December 2025, CCS advised that “any statements made about products, including those on stock availability or price discounts, should be truthful and factually accurate”, and that countdown timers should reflect genuine timelines. The ASAS Code also applies, and beauty and wellness offers should avoid therapeutic claims. This is not legal advice.
How to read results after 11.11
Judge overall results against your own sales data.
Google’s About automated promotions page suggests segmenting campaign reports by click type and looking at overall impressions and conversions too. Compare sale-window results with POS, booking or store records (see why platform numbers and sales reports differ), and agree one performance target per campaign before the sale. If you use AI Max for Search, keep URL exclusions for expired promotion pages.
A 90-day way to run Q4 offers on Google
Our Growth System 90 programme covers paid media on Meta, TikTok and Google, marketplace channels such as Shopee and TikTok Shop, influencer marketing and content strategy over 90 days (Discover, Launch, Optimise, Review), against one performance target. For Q4 offers:
- Discover: audit location assets, automated asset settings and live site offers.
- Launch: set manual promotion assets for 11.11 and 12.12 with exact dates.
- Optimise: check Google AI promotions weekly and fix out-of-date pages.
- Review: compare results with store data and plan Christmas and Chinese New Year (15 January to 1 March) occasions.
You own your Google Ads account and pay Google directly; our Google Ads and SEM work happens inside it.
FAQs about Google Ads promotion assets
What are Google Ads promotion assets?
Google Ads promotion assets show a sale or offer, such as a percentage or monetary discount, with your Search ads and YouTube Shorts and in-stream ads. You can add an occasion label, a promo code or spending condition, and dates, and edit them without losing performance data, according to Google Ads Help.
What are Google Ads automated promotions?
Google Ads automated promotions are offers Google finds on your website landing pages and adds to eligible Search and Performance Max campaigns. Eligible campaigns have location assets and no manual promotions running. Google told advertisers by email that this starts on 12 October 2026.
How do I turn off automated promotions in Google Ads?
To turn off automated promotions, go to Assets, open Account-level automated assets from the filter bar’s three-dot menu, then Advanced settings. Set Automated promotions to Off and give a reason if asked. Running a manual promotion asset on a campaign also stops Google adding one there.
Which occasion should I use for 11.11 and 12.12?
For 11.11, Google Ads offers a Singles’ Day occasion, eligible from 15 October to 30 November. There is no 12.12 occasion, so set your own start and end dates, or use Christmas only for a genuine Christmas offer. Narrow dates to the real sale window.
Does my brand need location assets for automated promotions?
Automated promotions currently apply only to Search and Performance Max campaigns with location assets attached, per Google Ads Help. Brands with outlets, such as cafes, salons and shops, are most likely to see them. Online-only brands should still check their account settings.
Why did my promotion asset get disapproved?
Promotion assets are often disapproved when the promo code field contains anything other than a code, when capitalisation or symbols break editorial rules, or when the offer is not easy to find on the landing page. Match the ad to the page exactly.