Google Adds Video Ads to Search, Shopping & Image Results
▼ Summary
– Google introduced new shoppable video ad formats for Performance Max campaigns, appearing on Search, Image Search, Shopping, and Discover feed.
– These video ads are currently only available in the U.S. and Canada, targeting users in early stages of the buyer journey.
– Google aims to engage users earlier with immersive video content, expanding beyond traditional text and static visuals in high-traffic surfaces.
– The move aligns with broader industry trends, as platforms like TikTok and Amazon merge video with ecommerce.
– The feature is in testing, with a wider rollout expected later; brands should optimize video content for search discovery.
Google has introduced video advertisements across its search, shopping, and image results, marking a significant shift in how brands can engage potential customers. The company recently published a support document outlining these new shoppable video ad formats, building on earlier previews shared during Google Marketing Live and months of testing.
These video ads are integrated into Performance Max campaigns, allowing businesses to showcase high-quality video content in multiple Google environments. The placements include:
- Google Search
- Google Image Search
- Google Shopping
- Discover feed
Currently, the feature is only available to advertisers in the U.S. and Canada, with a focus on users in the early stages of their purchasing journey. The ads appear in more exploratory contexts, helping brands capture attention when consumers are still researching products rather than actively making a purchase.
Why this matters: Google’s expansion of video ads into traditionally text-heavy and static visual spaces creates fresh opportunities for brands to connect with audiences. By incorporating video into Performance Max campaigns, companies can enhance visibility and influence consumer decisions earlier in the buying process.
Google explains that these ads are designed to “engage users and inspire potential customers earlier in their shopping journeys.” The company is testing the format to combine video content with product details, offering a more interactive shopping experience.
This move aligns with a broader industry trend, as platforms like TikTok, Amazon, and Pinterest increasingly blend video content with e-commerce. While still in the testing phase, Google is expected to expand availability based on performance data. Brands in eligible markets should start optimizing video assets tailored for search-driven discovery moments.
The takeaway: Video advertising is no longer confined to YouTube—Google is transforming its search ecosystem into a dynamic, video-enhanced shopping platform, beginning with Performance Max campaigns. Businesses should prepare to leverage this format as it evolves and rolls out more widely.
(Source: Search Engine Land)
