Google Ads is set to enhance the viewer experience of Performance Max video ads with an innovative asset optimization feature. Leveraging advanced AI voice models, this update aims to infuse video ads with realistic voice-overs, ultimately enhancing user engagement and ad performance.
Why we care. Advertisers who don’t actively opt out by March 20, will have their video ads automatically enhanced with Google’s AI voice models, changing how their ads sound to viewers without requiring any creative production work.
How it works.
- The feature only activates on videos that don’t already contain a voice track
- Google’s AI selects text from advertiser-provided headlines and descriptions, then generates a realistic voice-over from that copy
- The voice-over is layered onto the existing base video and saved as a new video asset
The catch. This is opt-out, not opt-in. The default setting means ads will be automatically eligible for voice enhancement unless advertisers proactively disable it.
Key dates. Advertisers can choose to exclude their ads from this feature until March 20th. To do so, they must opt out of the video enhancement control. After the opt-out period, all ads with video enhancement control enabled will automatically be eligible for voice-enhanced versions.
Action steps for advertisers. Advertisers can adjust their video settings by visiting their ads in Google Ads.
First seen. This update was shared by Paid Search expert Arpan Banerjee who shared the update on LinkedIn.
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.