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Google Ads to use Gmail and Photos data in new update
Google will target ads using Gmail and Google Photos data when users enable Personal Intelligence. Anthony McGrath breaks down what this means for advertisers.
Quick answer
Google Ads will now use contextual data from Gmail and Google Photos to target adverts, but only when a user has enabled the Personal Intelligence feature. Advertisers cannot view private data directly, but Google's automated bidding and audience matching systems will use these signals to improve ad relevance.
Key takeaways
- Google targets ads via Gmail and Photos if Personal Intelligence is enabled.
- Advertisers cannot view private user content directly.
- Automated audience matching receives deeper contextual signals.
Google confirmed on 23 October 2026 that it will target ads using data from Gmail and Google Photos, provided a user turns on its Personal Intelligence setting. The update was reported by 9to5Google. For businesses running Google Ads campaigns, this decision marks a notable shift in how Google connects personal workspace activity with commercial targeting.
For years, Google kept personal email content strictly separate from advertising algorithms. Under this new framework, personal data becomes fair game for targeting, but only if the user explicitly turns on Personal Intelligence features. When activated, the system gathers contextual context from emails and stored imagery to help match relevant commercial messaging across Google networks.
How will Google Ads use personal data?
Advertisers will not be able to read private emails or inspect personal photo albums. Instead, Google uses the underlying signals to refine automated audience targeting. Automated setups like Performance Max rely on machine learning to find high-intent buyers, and richer contextual data helps those models predict user interests with greater accuracy.
However, better targeting data does not automatically guarantee profit. If you send targeted traffic to a slow or confusing checkout, you still lose money. Before expanding your ad spend on new audiences, make sure your website is ready for ads so you do not waste clicks.
What it means for you
This update will influence how Google builds audience profiles, but your day-to-day campaign basics stay the same. Here are two steps to take this week:
- Check your campaign targets. Automated bidding systems work best when you give them strict profit boundaries. Use my free ROAS and break-even ROAS calculator to confirm the exact target return on ad spend you need before testing broader targeting.
- Monitor conversion intent. Keep a close eye on your search terms and audience segments over the coming weeks to verify whether inbound traffic quality improves as these signals roll out.
Questions and answers
Can advertisers see my Gmail and Photos data?
No, advertisers cannot view private emails or photos. Google processes the signals internally within its automated ad systems to match commercial intent without exposing individual user content to advertisers.
Is Personal Intelligence enabled by default?
According to reports, ad targeting using Gmail and Photos data only applies when a user actively enables the Personal Intelligence feature within their Google account settings.
