Google just quietly dropped a new document about video ads

A few days ago, our team discovered a new document that Google quietly released.

The title:

“About Video ads across Google surfaces.”

It outlines Google’s next big move, turning video into a core part of its shoppable ad formats.

Specifically, you can now run PMAX campaigns that include video assets in:

• Google Search

• Google Image Search

• Google Shopping

• Discover feed

In Google’s words:

“These new shoppable formats will be shown to potential customers in lower intent, more “browsy” Search placements earlier in their shopping journey.”

Translation?

Top-of-funnel Video Ads are no longer just for YouTube.

They’re now integrated into how people use Google 

Search to explore and discover products.

And Google’s turning its traditional search into a video-powered engine for product discovery.

What excites us, as advertisers, is that it gives us a new way to attract new customers.

Here’s what I mean by that…

YouTube has already become a core part of our clients’ accounts.

Like for this brand, last month we generated $453K in sales with a 4.32X ROAS.

And a big slice of our prospecting revenue came from YouTube Ads.

Here’s the thing:

These creatives follow the same styles and formulas that work on Shorts and Reels…

The kind of videos that stop the scroll, spark curiosity, and drive action.

They work across different platforms — TikTok, Meta, YouTube…

And now, we can plug those same assets into high-volume, high-intent placements like Shopping & Search.

Now, you might be thinking:

“But Jackson, surely they’re not going to watch video ads on search or shopping results. They barely watch them on socials, where videos are NATIVE to the platform.”

And… I would mostly agree with you.

Search doesn’t feel like a place where video should work.

It’s where people go to find answers, compare products, and make quick clicks.

But here’s what many brands miss…

Google isn’t just a search engine anymore.

You’ve probably already seen the shift… those little video carousels in Discover, Image Search, or even the Shopping tab.

Video is creeping into every surface, in a way that aligns with the user’s intent.

And yes, most creatives will flop here for a simple reason:

They suck.

If your video looks like an ad…

If it’s just a generic reel with a logo splash and stock music...

Yeah, no one’s watching that.

So while it won’t be a boon for brands that treat ads as a way to spam discounts, or still use those cringe sound effects…

People like us, who create GOOD ads, will probably find this one to be a good thing.

And if you’ve been scaling with Meta or TikTok, video ads on Google are an untapped acquisition channel to tap into.

One that doesn’t require you to rebuild your funnel or creatives from scratch.

So if you want our help getting your video assets to work on Google and unlocking another revenue stream for your brand…

Click here and let’s chat.

Jackson

Founder and CEO of Echelonn

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get our E-commerce Growth Toolkit: Get access to our free resources and tools including the Product Feed & GMC Optimization Checklist, YouTube Shorts Ads Playbook, and 12 Plug-and-Play Dashboards. Click here.

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.