Every so often, Google makes a quiet update that could reshape your campaign strategy.

As of October 31, 2025, Google Ads has officially rolled out its new feature that automatically converts Demand Gen image ads into short videos.

If you’ve noticed new video assets appearing in your campaigns or changes in performance metrics — you’re not alone. This update affects any image-only Demand Gen ad groups created before August 27, automatically generating video creatives for YouTube, Shorts and Discover placements.

Here’s what’s happening, what it means for your campaigns and how to navigate the change effectively,

What Changed

• Google Ads now auto-generate video variations from existing image + text assets.
• It automatically turns your image + text assets into short videos (horizontal and vertical formats).
• Applies to Demand Gen image-only ad groups created before Aug 27, 2025.
• Auto-videos have already begun serving across YouTube, Shorts, and Discover.
• Advertisers can review or disable them in their Google Ad settings or via a Google rep.

Why This Matters

• Wider reach, zero production cost: Video placements open access to high-engagement surfaces like YouTube and Shorts — no video editing required.
• Creative control risks: Auto-generated videos can distort visuals, crop text, or mismatch your brand’s tone.
• Brand-control risk: Auto-generated content might not match your brand’s tone or design standards. Cropped visuals or mismatched messaging can dilute the impact.
• Performance impact: Poorly converted assets can hurt click-through rates or engagement. Quality still matters more than quantity.
• Performance shifts: Some campaigns are seeing spikes in impressions but drops in CTR or conversion rates.
• Data inconsistency: Because new placements introduce different engagement metrics, reporting accuracy may vary.
• Brand perception: Poorly formatted or off-brand auto-videos can weaken audience trust and ad recall.

How to Navigate and Mitigate the Changes

• Audit your live video assets:
  Review every Demand Gen ad group affected. If an auto-generated video doesn’t meet your brand or quality standards, pause or replace it.
• Evaluate performance separately:
  Segment reporting by creative type (static vs. auto-video) to see how each is performing. Monitor view-through and conversion data independently.
• Re-upload optimized visuals:
  Replace low-resolution or text-heavy images with cleaner visuals that perform better in video form. High-contrast, uncluttered imagery converts more effectively across placements.
• Update brand controls:
  Add new creative approval workflows so auto-generated videos get internal review before scaling.
• Test your own versions:
  Don’t rely solely on automation — create your own short videos using the same assets and A/B test them against Google’s versions.
• Communicate with your Google rep:
  Ask for detailed rollout data and ensure your opt-out or brand-safety settings are correctly applied.

What’s Next

• Expect further automation — Google is investing heavily in AI-driven creative generation.
• Expect further expansion of AI-driven creative tools across Google Ads formats.
• Watch for performance trends between auto-generated and manually produced videos.
• Monitor for updates on customization or override controls for future video automation features.
• Prepare your measurement setup for new video placements and attribution models.
• Keep your creative library updated — high-quality source images will directly affect video output.
• Continue refining your creative library — high-quality, brand-aligned assets are your best defence against unwanted automation surprises.

Takeaway:
The auto-video rollout in Google Ads is here to stay — but your brand doesn’t have to lose control. Audit your creatives, track performance by format and take an active role in shaping how automation represents your business.