Google Ads will use generative AI to resize Performance Max video ads

Google Ads is rolling out an asset optimization upgrade for existing Performance Max video ads.

The update uses generative AI to extend videos into missing aspect ratios, allowing Google to create versions of an advertiser’s creative that can appear across more inventory.

The details. The new capability builds on Google’s existing video enhancements, which can automatically convert horizontal videos into vertical and square formats.

The goal, according to Google, is to maximize video ad reach while improving the viewing experience.

Advertisers who don’t want Google to apply the new generative AI optimization can contact their account management team or submit Google’s opt-out form by September 4th.

Video settings can also be changed at any time from within a Google Ads account.

Why we care. Performance Max advertisers are increasingly handing creative decisions to Google’s automation. Generating missing aspect ratios could help brands get more mileage from existing video assets without producing every format themselves, particularly for inventory that favors vertical or square creative.

Yes, but. Automatically generated versions of brand creative won’t be appropriate for every advertiser. Extending or adapting a video with generative AI introduces another layer of automation that brands may want to review closely for visual consistency, product accuracy and brand guidelines.

The opt-out deadline is therefore worth noting for advertisers that want tighter control over how their video assets are modified.

The big picture. Google has steadily expanded Performance Max from automated media buying into automated creative production. This update pushes that further, with generative AI increasingly filling gaps in the assets advertisers provide rather than simply choosing how and where those assets run.

First spotted. This update was shared by JXT Group founder Menachem Ani who shared the comms he received on X.