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Google Ads will start adding offers from your website to ads on 12 October

Google Ads has told some advertisers that from 12 October 2026 it will find deals on their website and show them in Search and Performance Max ads automatically. It is on by default, so it is worth checking before your festive offers go live.

By the Nexora Studio team · · 3 min read

A boutique owner on a phone call while working on a laptop in her clothing store
Photo: Vitaly Gariev on Unsplash

Key takeaways

  • From 12 October 2026, Google Ads can add promotions it finds on your website to eligible Search and Performance Max campaigns, without you setting them up.
  • It applies to campaigns with location assets linked and no promotion asset of their own, and it is switched on unless you turn it off.
  • Check that every offer on your site is current and accurate, then decide at account level whether to keep the setting on.

What happened

Google Ads has emailed some advertisers to say that, starting 12 October 2026, it will spot promotions such as coupons and deals on their website and attach them to their campaigns as promotion assets. The email was shared on LinkedIn by Arpan Banerjee and reported by Barry Schwartz at Search Engine Roundtable on 5 October.

The feature itself, called automated promotions, already has a Google Ads help page. What is new is the date and the fact that eligible accounts get it by default: you do not have to opt in, you have to opt out.

How it works

According to Google's help page, its systems look for offers that are visible on your website (its example is a percentage discount on one product line) and show them alongside your ads. A few details matter:

  • Short life: each automated promotion can serve for less than 24 hours. It can come back only if Google can still see the offer on your site.
  • Labelled: in your account, go to Assets and filter by Promotion. Assets Google added show "Google AI" in the Added by column, and hovering shows where the offer was found.
  • One switch: the control sits in account-level automated assets, under Advanced settings, as "Automated promotions" On or Off. There is no separate switch per campaign.

Google's page does not list which countries or languages are included, so do not assume Indian accounts are left out.

Hands typing on a laptop that shows an online store's home page
Photo: Shoper on Unsplash

Who it affects

Only Search and Performance Max campaigns that have location assets linked (usually from a Google Business Profile) and that are not already running a promotion asset. That describes many local businesses in India: showrooms, clinics, restaurants, coaching centres and retailers that link their shop address to their ads.

The timing is the real issue. Festive-season sales mean sites are full of banners, coupon codes and "up to" offers, and old ones often stay up after they end. If a stale or conditional offer is on your site, it could appear next to your ad. Google says it checks offers are still live, but you are the one customers will hold to the price.

A shopper scrolling through product listings on a smartphone
Photo: V H on Unsplash

What to do now

  1. Audit your offers this week. Remove expired banners and pop-ups, and state conditions (minimum order, which products, end date) next to every discount. Our landing page checklist helps with the rest of the page.
  2. Decide on the setting before 12 October. If offers on your site change often or need fine print, add your own promotion assets (which keeps campaigns out of the automated feature) or turn automated promotions off.
  3. If you keep it on, check Assets for "Google AI" promotions every few days during the sale period and remove any that are wrong.
  4. Measure it. Google suggests segmenting campaign reports by click type and judging overall campaign results, not just clicks on the offer.

Our take: what this means for Indian businesses

We like promotion assets; a clear offer often lifts clicks. What we would not do is let any system read offers off a website that has not been cleaned up for the festive rush.

For a client this week we would:

  • clear old offers from the site and add the conditions to live ones,
  • add our own promotion asset for the main sale, so we control the wording and dates,
  • switch automated promotions off for accounts where pricing changes daily, and leave it on, with checks, for simple single-offer stores.

Sources

Where we can help

Want someone to check your offers and Google Ads settings before the festive sales start? See our performance marketing services or tell us about your account.

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