Google Ads adds Video Enhancement for Performance Max

Google Ads is rolling out a new Video Enhancement feature for Performance Max (PMax) campaigns. This feature aims to improve video ad performance through automated adjustments.

Why we care. The feature is designed to optimize video creatives, but you may not want to give Google this level of control. So, depending on many caveats, it may be worth testing. 

What’s happening. Advertisers reported seeing this feature in some campaigns, with the option being automatically opted-in by default.

Reactions. Some advertisers are wary of Google’s use of terms like “enhance” and “optimize,” suggesting a cautious approach to automated adjustments that could affect campaign outcomes.

• Odi Caspi, Founder at EffectiveMarketing.uk responded to this update – “Any time Google use terms like ‘Enhance’ or ‘Optimise’ I get nervous”

First seen. This update was first brought to our attention by Natasha Kaura on X:

Bottom line. As Google continues to introduce AI-driven enhancements to its ad tools, advertisers should monitor how these changes impact campaign performance, and adjust settings as needed to maintain control over their creative assets.