Google just made another big move, and it could seriously change how your brand shows up online. Video ads are now rolling out across Google Search, Shopping, and Image results. Yep, not just YouTube anymore, your Performance Max campaigns are getting a lot more visual and fast.

Via Search Engine Land

This update is already live in the U.S. and Canada, and if your brand isn’t using short-form video content, you’re about to get left behind. These placements are about reaching users earlier, when they’re still exploring options, not just when they’re ready to buy. That means you’ve got a chance to get in front of them before your competitors do.

Here’s what’s happening, why it matters, and what to do about it.

What’s New

Google isn’t just leaning into video, it’s fully integrating it across core search experiences. Users are now seeing video ads pop up in places where static results used to live. That includes the actual Search page, the Image tab, and the Shopping tab.

Here’s where your ads might start showing up:

• Google Search Results: Your short videos will now appear right in the main search results feed, giving you a new way to catch attention next to traditional listings.
• Image Tab: Video ads are showing up while users browse images. That means your creative needs to compete not just with text or products, but also with visuals.
• Shopping Tab: Expect to see videos integrated directly into product results. If you’re already in Shopping, this adds another opportunity to sell visually.
  

Why This Matters

These new placements are built to catch people earlier in their decision process. They’re still in research mode. They’re looking for ideas. And your video ad might be the thing that makes them stop scrolling.

Performance Max campaigns are already driving traffic through these placements whether you’re ready or not. So if you’re not feeding the machine with solid video assets, Google’s going to fill the space with someone else’s content.

Here’s how this shift affects your brand:

• You’re being seen earlier in the funnel: that means new chances to influence customer decisions before they start comparing prices.
• Static-only creative won’t cut it: Google is prioritizing motion-first content across multiple surfaces.
• Creative quality matters more than ever: Poorly made videos will tank performance. High-quality, fast-hitting clips will win.
• Campaign behavior will change: Budget will start flowing toward placements with higher engagement. That means your results may shift, even if you don’t make any changes yet.
  

What You Should Do Next

This update is live. If you’re not adapting your creative strategy, you’re already behind. Let’s fix that.

• Upload short-form videos to your Performance Max campaigns: Make sure you’ve got at least one clean, 15 – 30 second product video in each asset group. Keep it direct and scroll-stopping.
• Check your campaign performance across new surfaces: Start tracking how these new placements are performing. Look for upticks in views, clicks, or assisted conversions tied to video.
• Adjust your creative for specific surfaces: Shopping and Search need different hooks than Image. Tailor each piece of content so it fits where it’s going to show up.
• Test video formats and messaging: A lifestyle clip might work great on the Image tab, but a product demo could crush it in Search. Start testing and get real data on what’s working.
• Invest in better creative now: This isn’t the time to half-bake it. If your current video library is weak, or nonexistent, it’s time to build something worth watching.
  

Video is no longer optional. This change means your creative strategy needs to evolve, and quickly. If you’re not sure where to start or need help turning your static assets into scroll-stopping video, we’ve got you covered. Reach out today and let’s build a plan to stay ahead of the curve while your competition is still catching up.