Google Ads Tests Twitter Creatives for PMax Campaigns
▼ Summary
– Advertisers are discovering their Twitter (X) video ads appearing as suggested creatives in Google’s Performance Max campaigns through automated YouTube uploads.
– Google confirmed this is an experiment to help advertisers reuse high-performing social video assets in Google Ads campaigns, not related to X ad inventory on Google’s network.
– The video sourcing is handled by third-party provider Pathmatics (by Sensor Tower), with advertisers prompted to confirm legal rights to use the content.
– This automation raises important questions about data permissions, creative control, and transparency as Google increases cross-platform integration.
– The feature signals Google’s ambition to make Performance Max campaigns more asset-aware across platforms while currently remaining experimental.
A surprising new development is appearing for marketers who use Google Ads to manage their Performance Max campaigns. Some are finding that video content originally created for their Twitter, now known as X, advertising efforts is being automatically suggested within the creative assets section of their Google Ads dashboard. This points to a significant step toward automated, cross-platform advertising integration.
The way this process functions is quite direct. These discovered videos are automatically uploaded to a YouTube channel that is linked to the advertiser’s Google account. A notice within the interface provides clarity on the source, stating that the videos from other advertising platforms are supplied by the third-party data provider Pathmatics, which is owned by Sensor Tower. Advertisers are then required to confirm they possess the legal rights to utilize and distribute these video assets within their Google Ads campaigns before proceeding.
An official statement from Google Ads Liaison Ginny Marvin verified that this is a controlled test. She explained the experiment is designed to assist advertisers by allowing them to incorporate their own existing, high-performing social media videos directly into their Google Ads strategies. Marvin was careful to note that this feature is strictly about asset integration and is not related to making X’s ad inventory available for purchase on the Google Display Network.
The implications for marketers are substantial. This test demonstrates a clear push by Google toward more automated processes that can save valuable time by repurposing successful creative work from one platform to another. However, it also brings critical issues of data permissions and creative oversight to the forefront. As automation becomes more deeply embedded in advertising tools, maintaining control and ensuring transparency will be essential for brands.
Looking deeper, this integration emphasizes Google’s growing dependence on automation and its network of data partnerships. The goal appears to be reducing the creative hurdles often associated with launching effective PMax campaigns. The involvement of a third-party intelligence firm like Pathmatics to surface these social ad assets also introduces new considerations regarding how data is sourced and the level of control advertisers ultimately retain over their own marketing materials.
This feature was initially identified and shared by performance marketing consultant Francesco Cifardi in a post on LinkedIn. For the time being, the capability is only a test, but it strongly signals Google’s broader ambition. The company is working to evolve Performance Max into a system that is not only automated in its bidding and placement but is also intelligently aware of effective creative assets across the entire digital ecosystem.
(Source: Search Engine Land)
