Google Ads has begun rolling out a new asset optimization feature for Performance Max campaigns that uses generative AI to automatically create missing aspect ratios from existing video ads. The update expands on capabilities Google introduced earlier that could convert horizontal video into vertical and square formats for different placements.
The new tool extends advertiser video assets into additional aspect ratios, letting a single piece of creative appear across more ad inventory without requiring marketers to produce every version themselves. Google said the goal is to maximize video ad reach while improving how ads display across placements.
Advertisers retain control over the feature. Those who prefer not to have Google apply the generative AI optimization can opt out through their account team or a form the company has made available, with a deadline of September 4. Video settings can also be adjusted directly inside a Google Ads account at any time.
The change reflects a broader shift inside Performance Max, where Google has moved from automating media buying decisions to automating creative production itself. Industry observers note that generative tools filling gaps in existing assets differ from earlier automation that simply selected how and where advertiser supplied creative would run.
For marketers relying on Performance Max campaigns, the update means video assets built for one format could soon appear in placements that previously required separate production. Brands with strict guidelines around visual consistency and product accuracy may want to review the automatically generated versions closely before the opt out window closes.
Source: Search Engine Land - https://searchengineland.com/google-ads-will-use-generative-ai-to-resize-performance-max-video-ads-485252