Big changes are happening in the Google Ads universe. Video Assets have officially made their way into Search campaigns—and yes, this is a big deal.

Back in 2024, some sharp-eyed advertisers noticed something strange in the Google Ads interface: a new “Video Asset” listed under Assets for Search campaigns. At the time, nobody knew exactly what Google was planning. Was it a glitch? A placeholder? A quiet test?

Now we have the answer: Video formats are starting to appear in Google Search ads. Let’s unpack what’s going on, why it matters, and what it could mean for your campaigns moving forward.

Video in Search Ads? Yes, It’s Really Happening

At the end of 2024, advertisers noticed something odd tucked inside the Google Ads UI—“Video Asset” listed as an option under Search campaign assets. At the time, it sparked curiosity (and a few theories), but no one could confirm what it really meant. Was Google testing something behind the scenes? Could video finally be coming to Search?

Fast forward to now, and we’ve got confirmation: Video is officially showing up in Search campaigns. Industry experts Sachin Patel and Barry Schwartz were among the first to report real examples of these new video assets in action. What started as a quiet experiment is now clearly part of a broader rollout.

So, what’s new exactly?

• Video assets are now being served directly in Search ads, adding a more visual layer to what’s traditionally been a text-only space.
• They appear in the Assets section of your Search campaigns, just like images or structured snippets.
• When eligible, your ad may now include a short video preview—bringing more attention, movement, and engagement right in the search results.

If you’re running Search campaigns, it’s worth checking your Assets tab. If video is available, you’ll see the option to add or upload one—no need to run a PMax or Display campaign to get this feature.

Why Video in Search Ads Changes the Game

For years, the rule was pretty simple: Search ads were text-based, built for high-intent users actively looking for something. If you wanted video, you went to Display or YouTube—channels designed to grab attention, not respond to it. But that line just got a little blurry.

Now that video assets are being served in Google Search campaigns, we’re seeing a clear convergence of intent and engagement. This is more than just a cosmetic tweak. It’s a strategic shift in how advertisers can show up in search results—and how users experience ads in the search engine results pages.

Here’s why that matters:

• Search and video ads are merging: This update blends the clarity of intent-based ads with the power of visual storytelling.
• User experience just got a boost: Videos naturally catch the eye, especially in a sea of text. They add movement, context, and emotion to an otherwise static SERP.
• Relevance is getting redefined: A well-placed video can make your offer clearer and more compelling, which may improve CTR and conversions.
• Creative matters even more now: Marketers focused only on copy will now need to think in motion—literally.

But above all, it reflects a broader shift in search behavior: Platforms like TikTok and Instagram Reels have changed the way people discover and evaluate information. According to a survey conducted by The Verge and Vox Media, 52% now use AI chatbots or alternative platforms, like TikTok, to search for information instead of Google.

Since many users now expect video when they search, even for products or services, Google’s move could be a direct response to this shift, adapting Search to meet evolving user preferences.

In short, Google isn’t just tweaking formats. It’s pushing toward a more immersive, creative-driven ad experience in Search, and that opens up new opportunities (and challenges) for advertisers everywhere.

What This Means for Advertisers: Time to Rethink Your Strategy

For advertisers, this update isn’t just about a new format. It’s a signal to evolve how we approach Search. With video now entering the chat, Search ads are becoming more dynamic, more creative, and potentially more effective because they draw more attention than static text. That could translate into better engagement and higher click-through rates.

If search marketers used to focus solely on keywords, bids, and copy, now, they’ll need to bring in creative thinking too—just like on YouTube or social. Video storytelling will become part of the equation—even for intent-based campaigns.

What advertisers should consider right now:

• Better branding in search results: Video gives brands a chance to show personality and build trust before the click.
• Need for fresh video creatives tailored to search intent: A video that works for YouTube might not work in a Search campaign. Short, informative, and context-aware videos will likely perform best here.
• Testing new combinations of text + video for performance gains: The smartest advertisers will experiment with how different formats complement each other. Think: does this video make the text clearer? More persuasive?

What to Watch Next in Google Search Campaigns

This update might be the start of a bigger shift. Google’s move to bring video assets into Search campaigns could be a preview of where the platform’s headed next, and advertisers need to pay close attention.

Here’s what to keep an eye on:

• Will video assets become the default in Search Ads? Right now, they’re showing up selectively, but Google’s been known to roll things out gradually. If videos perform well, we might see them become a standard part of Search ad formats, especially in mobile-first experiences.
• Is this a step toward full Search + PMax integration? Google’s already leaning hard into automation. Bringing video into Search could signal that Search campaigns are slowly moving toward Performance Max-style structure, where creative automation and asset-based optimization play a bigger role than ever.
• Watch your asset performance reports: If you’re using video in your campaigns, start tracking how it performs compared to text-only ads. Look for changes in CTR, engagement, and conversions—and use those insights to adjust your creative and bidding strategies.

Want to keep your campaigns competitive (and protected)? Stay tuned, stay optimized—and if click fraud sneaks in, ClickGUARD’s got your back. As campaigns become more dynamic, so do the threats. Fraudsters aren’t just targeting basic text ads anymore—they’re evolving with the platforms, spoofing devices, faking engagement, and draining budgets on video and interactive formats too. 

ClickGUARD monitors your ad traffic in real-time, detects suspicious behavior patterns, and blocks fraudulent clicks before they waste your budget. Whether you’re running text, video, or hybrid assets, ClickGUARD makes sure your spend is going toward real users—not bots or bad actors.

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