Google Will Start Advertising Your Discounts for You in Czechia — Whether You Asked or Not

What actually changed

Starting 12 October 2026, Google Ads will automatically identify discounts, coupons and deals on your website and turn them into promotion assets attached to your ads. You don’t set it up. Google enrols you by default, and you have to switch it off if you don’t want it.

Google calls the feature Automated promotions. The notice went out to advertisers by email in early October and was picked up by Search Engine Roundtable and Search Engine Land. The system, in Google’s wording, “automatically identifies and extracts high-quality promotions” from the site and builds the promotion asset for you.

Who it applies to

It targets Search and Performance Max campaigns that have linked location assets (your business address) and no promotion assets already set up. Each auto-generated promotion reportedly serves for under 24 hours and renews only while the offer is still visible on the site.

• If your campaigns show a Czech location and you never added your own promotions, you’re in the automatic pool from 12 October.
• If a campaign already has a manual promotion asset, Google leaves it alone — so setting your own is also the way to opt out of the automatic one.
• It’s an account-level setting, so one switch covers every campaign at once.

Why this matters more when you’re entering a market

For a Czech business owner this is an attention problem. For a foreign brand launching in Czechia it’s a control problem, and it’s worse for three reasons.

First, you often can’t read what Google pulled. Your Czech landing pages were written by a translator or a local partner. A promo banner, a launch discount, a leftover seasonal code sitting on a page you never see — Google can find it and put it in your paid ad before anyone on your team notices.

Second, your pricing in a new market is a deliberate decision. You chose a price point to position the brand. An algorithm that auto-advertises a discount undercuts that positioning in the exact weeks you’re trying to establish it. If you read our note on why a translated campaign won’t sell in Czech, this is the same lesson: local detail you didn’t control can quietly work against you.

Third, entry margins are already thin. You’re paying to acquire a first customer base in an unfamiliar market. Handing a discount to buyers who would have paid full price makes an already expensive phase more expensive.

The price you sell at is a strategic choice, not a setting. It shouldn’t be decided by a system that can’t see your margin.

What to do before 12 October

• Check whether you’re in scope. Location assets on the campaign and no manual promotion means Google will enrol you.
• Audit the Czech site through an ad lens. Have your local partner list every discount and offer live on the site, then decide which ones you’d be happy to show every visitor.
• Decide: switch off, or curate. Turn Automated promotions off at account level, or add only the promotion assets you want — which exempts you from the automatic pull.
• Clean up stale offers. Expired codes and forgotten campaign pages are the ones most likely to resurface as a live, paid ad.

FAQ

How we help

We run Google Ads for foreign brands in Czechia and manage the full Czech market entry, including the account hygiene that keeps settings like this one from quietly deciding your pricing for you.

Sources