The business name and logo asset is a Google Ads feature that displays your company name and logo with your ads, most visibly beside text ads on Google Search. It helps searchers recognise who is behind an ad before they click, which matters when several firms bid on the same words.
How the business name and logo asset works
Like other ad assets, the name and logo are added to the account, a campaign or an ad group, and Google decides when to show them. They usually appear when the ad shows in a prominent position and Google expects them to help.
The business name is a short text field, and at the time of writing (October 2026) Google limits it to 25 characters. The logo is a square image asset, with Google recommending 1200 by 1200 pixels and a minimum of 128 by 128. Both go through review before they can show. Google also expects the account to meet its eligibility rules, which currently include completing advertiser verification.
The name must be the business that the ad represents, and it should match what people will see on the landing page. For UK companies this can be the registered name at Companies House or a trading name you genuinely use, provided the link between the two is clear. A plumbing firm registered as “J Smith Heating Services Ltd” that trades and signs its vans as “Smith Heating” can use the trading name.
In Performance Max and Demand Gen campaigns, a business name and logo are required parts of the campaign rather than optional extras, because they appear across many formats.
Why it matters
A search results page can show four ads that look almost identical. A logo and a clear business name give the searcher a visual anchor, and they help people who already know your name pick you out. For local service businesses competing with national lead-generation sites and comparison services, showing that a real, named local business is behind the ad can make the difference.
It also reduces wasted clicks. Someone looking for a specific firm can see quickly that your ad is not theirs and skip it, instead of clicking and leaving.
Common mistakes
- Uploading a wide logo with extra space or a strapline, which becomes unreadable when cropped to a small square.
- Using a business name that does not appear anywhere on the website, which often leads to rejection.
- Adding a slogan or offer to the business name field, such as “Smith Heating 20% Off”.
- Using a reseller’s or manufacturer’s logo instead of your own.
- Never checking whether the asset was approved, so it sits disapproved for months.
How to act on it
Prepare a square version of your logo that still reads clearly when shown very small: usually the symbol alone or a short wordmark on a plain background. Use the business name your customers know, and make sure it appears on your website, ideally in the header and footer.
Add the asset at account level so every eligible campaign can use it, then check its status a few days later in the assets report. If it is disapproved, the reason is shown there and a policy appeal is possible once the cause is fixed. Setting up and maintaining assets across an account is part of my Google search ads management.