How to Add a Logo to Google Ads?

Where your logo can appear in Google Ads (and which setup you actually need)

“Adding a logo to Google Ads” can mean a few different things, because Google can show your branding in different ad formats and pull it from different places. Before you upload anything, decide which of these outcomes you’re aiming for.

If your main goal is to show your logo next to your Search text ads, you’re looking for Business information (specifically the Business logo asset). This is the most common request I hear from service businesses and lead-gen advertisers.

If you’re running Performance Max, your logos typically live in Brand guidelines at the campaign level (and Performance Max also uses logo/image assets as part of how it assembles ads across YouTube, Display, Discover, Gmail, Search, and more).

If you’re an eCommerce advertiser running Shopping surfaces, your store logo can also be managed in Merchant Center, which impacts how your brand is represented in Shopping ads.

How to add a logo to Google Ads for Search campaigns (Business logo asset)

Step 1: Confirm you’re eligible (this is what blocks most “why don’t I see it?” cases)

To use Business information assets with Search text ads, your account needs to meet specific requirements. Two big ones are that you’ve completed advertiser verification, and you’ve had Search spend in the last 28 days. If either is missing, you can upload assets but still see limited approval/serving behavior (or a placeholder icon in ads).

Also know that your business name must match either your verified domain or your verified legal name, otherwise the asset won’t be approved. If you need to use a different brand name/logo and you own an active trademark for it, you may need to go through a brand verification process.

Step 2: Upload the Business logo asset

In your Google Ads account, go to Campaigns, then Assets.

From there, create a new asset by selecting + Business logo. Choose where you want it applied (most advertisers pick Account level for consistency, unless you legitimately use different branding by campaign). Upload your file, choose the ratio when prompted, and save.

Step 3: Use the right logo specs (so it passes review and renders cleanly)

For the Search “Business logo” asset, treat this like a small, high-clarity icon—not a full lockup with tiny text. The required format is a square (1:1) logo in PNG or JPG, with a maximum file size of 5120 KB. Recommended resolution is 1200×1200 (minimum 128×128).

Two details that matter in real-world serving: your logo must work in both light and dark mode, and it may be rendered as a circle in many placements. Design with generous “breathing room” and keep important elements within the center safe area so nothing gets clipped.

How to add a logo in Performance Max (Brand guidelines at the campaign level)

Where logos live now (important if you’re used to the old setup)

Performance Max branding has been consolidated so that business names and logos are controlled at the campaign level via Brand guidelines. This matters because splitting branding across different asset groups is a recipe for inconsistent brand appearance.

If you ran Performance Max before the platform changes in 2025, note that there was a migration window (April 15 to June 15, 2025) that moved many campaigns toward campaign-level brand control. As of today (January 16, 2026), you should plan on managing logos through Brand guidelines for clean, predictable control.

Step-by-step: Add logos to Brand guidelines

Open the Performance Max campaign you want to edit, then go to Campaign settings and expand Brand guidelines. Add your business name and upload your logos under the logos section, then save.

Brand guidelines support a single business name and up to 5 logos per campaign. In practice, I recommend uploading at least one excellent square logo and (if your creative supports it) additional variations that still look great when small.

Logo requirements that impact Performance Max ad assembly

Performance Max uses your assets to assemble ads across many inventory types, so formats matter. For logo-style assets, a square logo (1:1) is the workhorse format (recommended 1200×1200, minimum 128×128, max file size 5120 KB). A horizontal logo (4:1) is optional but can be useful in certain layouts (recommended 1200×300, minimum 512×128).

If you upload logos with transparent backgrounds, be aware they can be rendered on a white background in many ad placements. That’s why a square logo that remains readable on white (and doesn’t rely on a white mark) is usually the safest choice.

If you run Shopping ads: upload your store logo in Merchant Center

For retailers, a key place to add logos is Merchant Center, because it’s used for how your store branding appears in Shopping ads. In Merchant Center, go to Business info, then find the Business logos and colors for ads area and choose the option to edit/upload logos.

You’ll typically want both a square and a rectangular logo available. Square logos must be exactly 1:1. Rectangular logos must be wider than 1:1 but not wider than 2:1. Merchant Center commonly supports SVG (recommended) as well as PNG or WEBP, and your logo must meet file size and dimension requirements to upload successfully.

After uploading or replacing a logo, expect a review process before it can appear in ads.

Troubleshooting: why your logo isn’t showing (or shows the wrong one)

Logos aren’t guaranteed to serve on every impression, even when approved. When they don’t show, Google may fall back to your display URL and a placeholder icon. The fastest way to solve this is to diagnose in a tight, consistent order.

Critical diagnostic checklist

• Check status and review timing: After uploading, allow time for review (it can take up to two working days in some workflows). If you’re still seeing a placeholder icon, confirm the asset is approved and eligible.
• Confirm advertiser verification is complete: If verification isn’t finished, you can see placeholder behavior and/or asset disapprovals.
• Validate name matching: If your business name doesn’t exactly match your verified domain or verified legal name, approval can fail. If you truly need an alternate brand name/logo, plan for brand verification (especially when a trademark is involved).
• Fix common logo policy/quality issues: Logos that are irrelevant to the business, poorly cropped, blurry/too small, or not clearly present on the landing page are frequent rejection triggers.
• Watch for dynamic overrides: Dynamic business logos can sometimes serve instead of what you uploaded when they’re predicted to perform better. If you want full control, pause/remove the individual dynamic assets and/or adjust your account-level automated asset settings.

My practical best-practice advice after you upload

Once your logo is approved, don’t stop at “it’s in the account.” Preview it on mobile and desktop, and assume it may render as a circle in some Search placements. If your logo is a detailed lockup, create a simplified “icon” version specifically for ads (still on-brand, just more legible at small sizes). And if you run both Search and Performance Max, aim for one consistent logo set tied to the same domain—consistency reduces serving issues and keeps your brand presence stable across formats.

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Adding a logo in Google Ads mostly comes down to where that logo is actually managed: Search campaigns use the Business information “Business logo” asset inside Google Ads, Performance Max pulls logos from the campaign’s Brand guidelines, and Shopping placements rely on the store logo you upload in Google Merchant Center—each with its own specs, review process, and eligibility rules (like advertiser verification and name/domain matching). If you’re juggling several campaigns and want an easier way to keep brand assets and account changes consistent, Blobr connects to your Google Ads and runs specialized AI agents that continuously scan your setup, highlight what’s missing or inconsistent, and turn best-practice checks into clear, prioritized actions—while still leaving you in full control of what gets applied.