Google Ads is launching a new video enhancement feature for Demand Gen campaigns. The update automatically creates shorter versions of existing video ads to better engage diverse audiences.
Details:
The enhancement will automatically generate condensed versions of existing video ads.
The feature will be enabled by default across all Google Demand Gen ad campaigns.
Advertisers have until March 10 to opt out of the automatic enhancement.
Why we care. Short-form content consistently captures higher engagement, especially on mobile and social platforms. By automatically generating shorter video versions, this could aid in reaching diverse audiences without the added cost or effort of creating new content. This update is a low-effort way to maximize ad performance and stay competitive in an increasingly fast-paced digital landscape.
However, it may be so low effort that quality would need to be closely monitored. Be open to test but ensure the outputs match the message your original video is trying to send across.
How it works. You can manage the enhancement through ads.google.com or by working with their Google sales representatives.
First seen. This update was first brought to our attention by PPC expert Julie Friedman Bacchini, who shared the message she received from Google about this message on X:
What’s next. You have approximately one month to evaluate the feature and decide whether to keep it enabled for your campaigns.
The big picture. The feature arrives as social media platforms and advertisers increasingly pivot toward short-form video content to capture fleeting consumer attention spans.
Between the lines. This move signals Google’s growing investment in AI-powered advertising tools, helping advertisers maximize reach without increasing creative production budgets.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.