Google Ads is rolling out auto end screens — a new feature that appends an interactive, auto-generated card to the end of eligible video ads to nudge viewers toward a conversion.

How it works. An interactive screen appears for a few seconds immediately after the video finishes playing.

Google End ScreenGoogle End Screen
  • Content is auto-populated from campaign data — app name, icon, price, and a direct install link for app campaigns
  • End screens appear by default on eligible ads, requiring no setup from advertisers

Why we care. Advertisers no longer need to manually build post-roll calls-to-action. This feature is on by default and changes the end of your video ads — and if you’ve already built custom YouTube end screens, they’ll be overridden without any warning. With end screens being the last thing a viewer sees before deciding to act, losing control of that moment matters.

  • And with broader expansion planned, now is the time to understand how it works before it reaches more of your campaigns.

The catch. Enabling auto end screens in Google Ads overrides any manually added YouTube end screens — meaning advertisers who’ve already customized their YouTube end cards will lose them.

Current limitations. The feature is only available for in-stream ads running in mobile app install campaigns, with broader expansion planned but not yet dated.

What stays the same. Auto end screens don’t affect billing or view counts — they’re purely an added engagement layer tacked on after a full video view.

Next steps. Advertisers running mobile app install campaigns should audit their video ads now — check whether auto end screens are serving as expected and verify that any manually added YouTube end screens aren’t being silently overridden. As Google expands the feature beyond app installs, it’s worth establishing a review process early so campaigns are ready when eligibility broadens.

Dig deeper. About auto end screens for video ads

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Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.