Google has introduced its Veo video generation model into Google Ads, allowing advertisers to create short video ads from static images within Asset Studio. This reduces production barriers and makes video more accessible, but also increases competition and shifts PPC strategy towards faster creative testing and performance-driven iteration.
Key Takeaways
- Veo allows advertisers to generate short video ads directly within Google Ads
- It removes much of the cost and time associated with video production
- More advertisers will enter video placements, increasing competition
- Creative testing will become faster and more iterative
- PPC strategy will shift towards performance-led creative optimisation
What is Veo and how does it work in Google Ads?
Veo is Google’s AI-powered video generation model, developed by DeepMind. It creates short-form video content using visual inputs, allowing advertisers to move beyond static assets without needing traditional production resources.
Within Google Ads, Veo is built into Asset Studio, meaning video creation now sits directly inside the campaign workflow. Instead of relying on external tools, advertisers can generate video assets as part of building and optimising campaigns.
The process is intentionally simple. Advertisers upload a small number of static images, and the system generates motion, transitions, and a finished short-form video. These outputs are designed for placements such as YouTube and Shorts, where quick, engaging content performs best.
Why has Google introduced Veo into Google Ads?
Google’s decision to integrate Veo reflects a clear priority: increasing the adoption of video across its advertising ecosystem.
Video formats, particularly short-form, continue to attract higher engagement, but many advertisers have historically avoided them due to production constraints. By lowering those barriers, Google can drive more demand into its video inventory.
There’s also a broader platform shift at play. Over the past few years, Google Ads has steadily introduced more automation, from bidding to asset creation. Veo extends that into video, bringing creative production into the same system.
Competition is another factor. Other platforms are investing heavily in AI-generated creative, and Google needs to ensure advertisers can access similar capabilities without leaving its ecosystem.
How will Veo change PPC strategy in 2026?
In the same week that OpenAI began testing ads within ChatGPT responses, Google has announced a feature which keeps them front of mind, especially with the growing importance of PMax and thus video content for cross-platform visibility.
The most immediate impact is scale. Video production is no longer a limiting factor, which changes how campaigns are built and optimised.
Advertisers can produce more variations in less time, making it easier to test different creative approaches. As a result, strategy shifts away from producing a small number of polished assets and towards running ongoing creative experiments.
At the same time, increased accessibility means more advertisers will use video formats. This is likely to increase competition across placements like YouTube, making it harder to stand out with basic creative.
The role of creative also becomes more measurable. With more variations running simultaneously, performance data plays a bigger role in determining what works and what doesn’t.
What opportunities does Veo create for advertisers?
For many advertisers, Veo opens up video as a viable channel for the first time.
Smaller brands, in particular, benefit from being able to enter video placements without investing in production. This levels the playing field and allows more businesses to compete in high-engagement formats.
It also makes it easier to get more value from existing assets. Instead of relying solely on static images, those same assets can now be repurposed into video, extending their usefulness across campaigns.
Another key advantage is speed. Faster production allows for quicker testing cycles, which helps advertisers identify high-performing creative more efficiently.
In practical terms, this means you, or your marketing agency can:
- Test multiple hooks or messages at once
- Experiment with different visual styles
- Quickly adapt creative based on performance data
What are the limitations of using Veo in Google Ads?
Despite its advantages, Veo is not a complete replacement for traditional video production.
One of the main limitations is control. The system determines how motion and transitions are applied, which means the final output may not fully align with brand expectations. For advertisers with strict guidelines, this can be a constraint.
There are also format limitations. Veo-generated videos are short, typically around 10 seconds, which works well for quick engagement but limits how much detail or storytelling can be included.
Quality can vary depending on the input. Strong, clear images tend to produce better results, while weaker assets can lead to less effective outputs.
There’s also a broader strategic risk. As more advertisers use similar tools, creative may start to feel repetitive. Differentiation will depend less on access to video and more on how it’s used.
How should advertisers use Veo effectively?
To get the most from Veo, the focus should be on input quality and structured testing.
Strong visuals make a significant difference. Clear, well-composed images give the system more to work with and generally result in better outputs. Poor inputs will limit performance, regardless of how advanced the technology is.
Testing should also be intentional. Rather than generating variations at random, advertisers should use a clear framework—testing different messages, offers, and visual approaches to understand what drives results.
Veo works best as part of a broader strategy. It can support rapid testing and scaling, but it shouldn’t fully replace traditional production where more control or higher quality is required.
Key areas to monitor include:
- Engagement rates
- View-through rates
- Click-through rates
- Conversion performance
What does this mean for the future of AI in PPC?
Veo is part of a wider shift towards AI in PPC across the entire campaign lifecycle.
Creative generation, testing, and optimisation are becoming more closely linked. Over time, it’s likely that these processes will become increasingly automated, with systems able to generate and refine assets based on performance data.
For PPC specialists, this changes the focus of the role. Less time is spent on execution, and more time is spent on strategy—defining what to test, interpreting results, and guiding direction.
Tools like Veo are unlikely to remain optional. As adoption increases, they will become part of the standard toolkit for running competitive campaigns.
Should you start using Veo in Google Ads now?
For most advertisers, Veo is worth testing, particularly if video has previously been difficult to produce.
It’s especially useful for:
- Scaling creative quickly
- Testing new messaging
- Expanding into video placements
However, it’s important to approach it with the right expectations. It won’t replace all forms of video production, and it still requires oversight to ensure outputs align with your brand.
The most effective approach is a balanced one, using AI-generated creative to test and iterate, while retaining more controlled production where it adds value.
Written By: Jack Burnet
Jack has been the Head of Digital at Roar for five years, overseeing both the Paid Media and SEO departments. His experience and expertise focus on marketing for national and international estate agents as well as adapting to niche industries. When he’s not optimising campaigns for clients, you’ll find him on Sky Scanner searching for his next adventure.
Need help scaling creative in Google Ads?
Veo makes it easier to produce video, but more creative doesn’t automatically mean better performance.
Without a clear testing framework, it’s easy to generate multiple variations without learning what actually drives results.
At Roar Digital, we help brands turn tools like Veo into measurable outcomes by:
- Building structured creative testing strategies
- Aligning creative with performance data
- Scaling campaigns efficiently across formats
If you’re looking to improve how your Google Ads campaigns perform, get in touch with our team to see how we can support your next stage of growth.
