Video assets are often a part of successful Performance Max (PMAX) campaigns. These days, it’s all about omnichannel advertising. Brands are reaching customers in more diverse ways than ever. YouTube, the Display Network, YouTube Shorts, Gmail and Discover. And these can all be from a single campaign!
Using video in your PMAX campaigns isn’t just about filling a slot. It’s a way of improving visibility, engagement and conversion. Well-crafted video assets really help your campaigns stand out. They capture user attention and encourage them to take action. It might be form filling, making a purchase or just engaging with your content.
Here at Key Principles, we understand how video assets are…well, an asset. And so we’ve written a complete guide on how to create them in Google PMAX Campaigns. We’ll walk you through step-by-step instructions for creating, uploading, optimising and monitoring videos. We’ll also cover the best ways to maximise campaign performance and ensure compliance with Google’s specifications.
If you’d like more hands-on support setting up your video assets or reviewing your PMAX campaigns, book a strategy session with our team to get started.
Source: https://www.youtube.com/watch?v=vR-4bGWdNOk
What Are Google PMAX Video Assets?
In Performance Max (PMAX) campaigns, video assets are the creative media. Usually, they’re short-form videos—the ones that appear across Google’s ad inventory. They are designed to reach audiences on a variety of destinations like YouTube, the Display Network, YouTube Shorts, Gmail and Discover. And all from one campaign.
Unlike traditional forms of advertising, PMAX video assets are feed-driven and AI-optimised. Google automatically tests and serves your videos across multiple placements, formations and orientations to maximise performance. This helps your campaigns reach the right people at the right time. It means you get higher-quality leads and more conversions.
Video assets are essential for campaign eligibility. Without them, PMAX campaigns might be limited in the placements they can appear on. This will ultimately reduce your reach and engagement. A well-crafted video like a product demo, some lifestyle content or a service explainer will make your campaign more compelling and more effective.
Why Video Assets Matter in Performance Max Campaigns
Video assets unlock the full potential of Google’s AI and multi-channel reach. PMAX uses AI to automatically generate videos from existing assets. Your images, text and logos, for example, which makes it easier to create engaging content without having to start from scratch.
Videos are also auto-resized for different formats. Horizontal ones can be converted into square (1:1) or vertical (16:19) formats so they’re eligible for YouTube Shorts and can maximise your visibility across YouTube, Display, Gmail and Discover.
From a performance perspective, campaigns with video assets consistently achieve higher ad strength. They also get broader reach and better engagement than static images alone. Videos drive more clicks. They get more qualified leads. And, ultimately, you get more conversions. This is particularly true when they clearly demonstrate products or services.
Tip: Always include at least one vertical video between 10 and 60 seconds so your campaign can serve on YouTube Shorts where engagement rates are high.
For hands-on guidance on optimising video assets and improving campaign results, our PPC services can help you plan, create and implement effective video strategies.
Video Specifications
To make sure your videos perform optimally, you should follow Google’s specifications:
- Orientation: Horizontal (16:9), Vertical (9:16), Square (1:1).
- Length: Minimum 10 seconds. Vertical videos should be 10-60 seconds to qualify for YouTube Shorts.
- Resolution: 1080p Full HD is recommended for clarity across all placements.
- Format: MPG (MPEG-2 or MPEG-4).
- Limit: Up to five videos per orientation. At least one video per orientation is required.
- Audio: Audio files like MP3, WAV and PCM aren’t accepted on YouTube.
Performance Max campaigns can automatically generate videos from your existing assets if you don’t upload one. Google AI may also resize horizontal videos into square or vertical formats so they’re eligible across the various platforms.
Image source: https://support.google.com/google-ads/answer/14528532?hl=en-GB
Preparing Assets Before Creating Your Video
Before you start building your video, prepare your creative assets:
- Brand assets: Gather logos, HEX colour codes, brand fonts, images, product photos and any key text.
- Video-ready images: Crop and size images to fit templates for clarity and proper framing.
- Music and fonts: Choose from Google’s predefined options to maintain consistency and copyright compliance.
- Google recommendations: Follow guidance for lifestyle versus product images to optimise performance.
- Asset quality: High-quality, consistent branding is crucial. Clear visuals and text will directly improve video effectiveness across placements.
Proper preparations means that when Google AI or the Asset Library assembles your video, the final creative is polished professional and maximises engagement.
Where Your Video Ads Can Appear
Google PMAX video assets are designed to reach audiences across multiple channels. They maximise visibility and engagement (hence the name!):
- YouTube: Videos can run as in-stream ads before other content or appear in video discover placements. They capture users actively browsing for content.
- Google Display Network & Video Partners: Contextual placements allow your videos to appear on partner websites, apps and other digital properties relevant to your audience.
- Gmail and Discover Feed: Video assets can surface in Gmail promotions tabs or the Google Discover feed to reach users in their everyday browsing and email activity.
Google’s AI will determine the optimal placement for each video. It considers user intent, engagement patterns and past performance. This means your assets are shown where they’re most likely to get clicks, leads and conversions.
Step-by-Step Guide to Creating Video Assets in Google PMAX
Creating video assets is simple when you use the built-in Asset Library. Follow these steps to produce high-quality videos that meet Google’s best practice standards:
Step 1: Access the Asset Library
In your Google Ads account, click on the Tools icon, go to Shared Library, then open the Asset Library. Select the Plus button and click Create video to begin.
Step 2: Choose a Template
Preview the available templates. Options include product showcases, lifestyle ads, tutorial and promotional formats. They’re all optimised for various ad placements.
Step 3: Add Assets
Upload your images, logo, brand HEX colours, fonts and text. Crop or resize images as needed to fit the chosen layout. Select background music from Google’s free library and follow Google’s recommendations for asset type and size like lifestyle versus product imagery.
Step 4: Generate the Video
Once your assets are in place, click Create video. Rendering might take several minutes. It all depends on the length and complexity of the video.
Step 5: Attach Video to PMAX Campaign
After creation, upload the video to the Performance Max asset group. You can also allow Google AI to generate video variants automatically for different formats and placements. Be sure to include at least one vertical video (10-60 seconds) for YouTube Shorts eligibility.
Step 6: Optional: Vehicle or Product Integration
If your campaign connects to Merchant Center, videos can automatically be generated from your product feed. Alternatively, you can create a new video directly within the PMAX campaign setup for a faster, integrated workflow.
Video Enhancements and AI Features
Google’s AI can improve and extend the reach:
- If no video is uploaded, Google can automatically create one. It will use your existing images, logos and text from your asset groups.
- Uploaded horizontal videos will be changed into square or vertical ones so they display correctly on different platforms.
- Google AI can intelligently trim your videos. It will select key moments to create shorter versions that retain the core message and improve engagement rates.
- Every enhanced or auto-generated video is reviewed. It will be checked for issues like cropped text, missing logos, unclear focus or cut-off legal disclaimers.
Tip: Make sure your videos are set to public or unlisted visibility to enable video enhancements.
Common Mistakes to Avoid and Best Practices
Even well-planned Performance Max campaigns can be less effective if video assets are poorly prepared or inconsistently branded. Here are the most common mistakes and how you can avoid them:
- Uploading low-quality or inconsistent images. This weakens brand trust.
- Using incorrect logo colours or fonts. This leads to brand confusion.
- Misaligned branding across different video orientations or templates.
- Uploading assets without checking YouTube channel permissions. This could prevent uploads or cause linking errors.
- Forgetting to preview. You need to check how the videos appear on desktop, mobile and tablet.
- Using incorrect aspect ratios or resolutions. You can end up with cropped or distorted videos.
- Not doing a vertical video (10-60s), which removes your eligibility for YouTube Shorts.
- Mismatches on landing pages. If the video promotes a product that’s not on the linked page, for example.
- Not monitoring video performance. Not replacing low-performing assets in the Asset Library.
Best Practice:
- Always use 1080p HD visual with clear, on-brand design.
- Include at least one video in each orientation (horizontal, vertical, square).
- Review asset performance 2-3 weeks after launch. Focus on ad strength and engagement.
- Maintain a consistent tone, colour palette and logo placement across all creatives.
- Keep videos short (15-30 seconds is recommended).
- Include a clear call-to-action within the first 5 seconds.
- Optimise for mobile-first viewing.
- Include captions for accessibility.
- Mix product and lifestyle storytelling.
Need help troubleshooting campaign setup? Contact Key Principles for creative support.
Measuring Video Asset Performance
Tracking performance means you can learn what works.
Key metrics to monitor:
- Impressions. How often your videos are shown across Google channels.
- Click-through rate (CTR). How effectively your creative encourages action.
- Cost per lead (CPL). How efficiently your videos generate new prospects.
- Conversions. Total actions completed, both online and offline.
Performance Max allows you to measure online leads (form fills, sign-ups) and offline conversions (calls, store visits) for a full view of the impact.
Use the Asset Report in Google Ads to compare how each video performs within an asset group. Insights like the “top-performing videos” report show which deliver the strongest engagement. This helps you optimise future campaigns around proven content.
Compliance and Approval Checks
Before your video assets go live, Google will review them to check they meet quality and policy standards. Every video must reflect accurate branding, maintain HD quality and avoid prohibited overlays like flashing text or misleading visuals.
Make sure all legal disclosures, logos and disclaimers are clearly visible throughout the video. Cropped, blurred or obscured branding can lead to disapprovals or reduced ad strength.
Failure to comply to standards may result in delays, ad rejections or limited visibility.
Integrating Video Assets with Other PMAX Assets
Video assets don’t work in isolation. They’re part of your broader creative mix among your PMAX campaigns. When they’re combined with images, headlines and descriptions, they help Google’s AI test and serve the most effective ad combinations across channels.
Google automatically blends your video with other creative elements. It optimises for engagement, reach and conversions. Your video ad, for example, might drive awareness at the top of the funnel. A static image, however, might support retargeting to users who’ve already shown interest.
Together, your assets are an experience that moves users down the funnel more efficiently.
Conclusion and Next Steps
We’ve gone over the basics of how to create video assets in Google PMAX campaigns and you’ve now learnt how they can be used to increase engagement, conversions and campaign performance.
When built and set up correctly—using the Asset Library, Google’s video templates and high-quality inputs—they give you more reach across a range of domains, including YouTube, YouTube Shorts and the Display Network.
Make sure your YouTube account is properly linked and your assets are consistent with your brand identity to maintain ad strength and compliance.
If you’d like expert support creating, reviewing or optimising your video assets for PMAX campaigns, contact us at Key Principles.
