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Google Ads has introduced a relatively new feature within asset groups called “Apply theme to asset group.” An asset group consists of various elements such as images, logos, headlines, descriptions, videos, sitelinks, assets, and audience signals, either uploaded manually or automatically generated by Google’s AI during your Performance Max campaign setup.
These assets are dynamically combined and optimized based on the specific Google Ads channel—be it YouTube, Gmail, Search, or other platforms—where your ad is displayed.
This feature was first highlighted by Thomas Eccel and shared on LinkedIn. Additionally, it was observed earlier by a digital marketing blog back in April, indicating that the rollout might still be in progress. The option, labeled “Apply theme to asset group,” is visually represented in a screenshot posted by Thomas, showing how themes are applied to accelerate ad creation.
Thomas explains that these themes are centered around occasions like seasons, cultural events, and holidays—examples include Black Friday, Christmas, summer sales, back-to-school campaigns, Mother’s Day, and Valentine’s Day. Instead of crafting a new seasonal asset group from scratch for each event, marketers can apply a relevant theme, and Google will assist in generating assets suited for that specific moment.
He recommends using these themed assets as inspiration rather than relying on automatic deployment alone. Ensuring that holiday-themed assets still align with your brand identity and value proposition is essential. The suggested approach is to incorporate the themes thoughtfully, customizing where necessary, instead of setting them to run fully on autopilot.
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