Google Ads tests video asset option

Google Ads introduces a new ‘Video’ option in the Assets section, signaling a shift towards greater video integration in 2025.

Google Ads users are spotting a new “Video” option in the Assets section, marking a potential shift in how advertisers manage and integrate video content.

Why we care. This update could signal Google’s plans to expand video’s role in search and other campaign types, potentially shaking up ad strategies for 2025. While videos have long been part of the Shared Library, their direct availability in the Assets section simplifies their use. It could open the door for broader experimentation and be a game changer for those struggling with click-through rates.

What’s new:

• A dedicated “Video” option now appears in the Assets section of Google Ads.
• Clicking the option leads users to the familiar “Add Video” screen, streamlining the upload process.

What to watch:

• Performance metrics for video assets compared to traditional text and display ads.
• Potential new tools or features accompanying this rollout in 2025.

What they are saying. The feature was first spotted in the UI by Craig Graham:

It isn’t widespread yet as advertisers with UK, U.S., and Europe accounts aren’t seeing it yet.

I contacted Google and they they confirmed that it is a test they running with a select customers.

“We’re running a small pilot with select customers that feature advertiser-provided video assets on Search ads. We don’t have anything to share beyond that but I can keep you informed as this evolves on our end” according to a Google’s spokesperson.

Bottom line. Advertisers should keep an eye on this development and begin considering how video can enhance their Google Ads strategy, especially as the platform continues to innovate ahead of 2025.