Introduction to Enhanced Transparency in Performance Max
Performance Max (PMax) has been a cornerstone of the Google Ads ecosystem since its full rollout, representing a significant shift toward AI-driven automation. By consolidating Search, Display, YouTube, Discover, Gmail, and Maps into a single campaign type, Google promised advertisers greater reach and better conversions through machine learning. However, this convenience often came at the cost of transparency. For years, digital marketers have referred to PMax as a “black box,” where inputs go in and results come out, but the specific mechanics of which assets drove which results remained obscured.
Google is now taking a meaningful step toward lifting that veil. In a recent update to the platform’s reporting capabilities, Google Ads has introduced a new “Ads using video” segment within Performance Max channel performance reporting. This feature allows advertisers to dissect their data with a specific focus on video assets, providing a clearer picture of how these creative elements influence overall campaign success.
This update is more than just a minor UI tweak; it is a response to the growing demand from performance marketers for more granular control and insight within automated environments. As video content continues to dominate the digital landscape—fueled by the explosive growth of YouTube Shorts and vertical video consumption—understanding the ROI of video production has never been more critical.
Understanding the “Ads Using Video” Segment
The core of this update lies in the ability to segment performance data based on the presence of video assets. When navigating the channel performance reports within a Performance Max campaign, advertisers can now apply a filter or segment specifically for “Ads using video.” This allows for a side-by-side comparison of placements that utilized video assets versus those that relied solely on text and images.
In the past, an advertiser might see that their campaign performed well on YouTube, but they couldn’t easily distinguish if that performance was driven by the high-quality video they uploaded or if the algorithm was simply serving static image-based ads on the YouTube masthead or in-feed placements. With the new segment, the data is broken down to show exactly how much of the traffic, spend, and conversion volume is attributed to video-centric ad units.
This level of detail is essential for verifying the impact of creative investments. Producing high-quality video is often the most expensive and time-consuming part of a creative strategy. Advertisers need to know if that investment is yielding a lower Cost Per Acquisition (CPA) or a higher Return on Ad Spend (ROAS) compared to cheaper, static alternatives.
The Evolution of Performance Max Reporting
To understand why this update is significant, one must look at the history of Performance Max. When it was first introduced, PMax offered very little in the way of reporting. Marketers could see overall campaign performance but had little insight into which “channels” (Search vs. YouTube vs. Display) were doing the heavy lifting. Over time, Google introduced the “Placement Report” and “Search Terms Insights,” but creative reporting remained a significant pain point.
The “Ads using video” segment is part of a broader trend toward incremental improvement in metric visibility. It bridges the gap between the fully automated “trust the algorithm” approach and the data-driven “verify the results” approach preferred by sophisticated media buyers. By allowing advertisers to see how video assets perform across Google’s automated inventory, the platform is finally providing a way to validate the “Creative Excellence” scores that Google often promotes.
This update was first brought to light by Hana Kobzova, the founder of PPC News Feed, who noted that this segmenting capability is appearing in the channel performance sections of accounts. As Google continues to integrate its Gemini AI models into the ad creation process, this reporting will become even more vital for distinguishing between human-made creative and AI-generated assets.
Why Video Visibility Matters for Modern Marketers
Video is no longer an optional component of a digital marketing strategy; it is a primary driver of engagement. However, not all video is created equal. In the context of Performance Max, Google often uses “automatically created videos” if an advertiser fails to provide their own. These auto-generated videos are often simple slideshows of the images and text provided in the asset group, and their performance can vary wildly.
With the new reporting visibility, advertisers can now answer several critical questions:
Is Professional Video Outperforming Auto-Generated Content?
Many advertisers worry that Google’s auto-generated videos may actually hurt brand perception or conversion rates. By segmenting results, a brand can compare an asset group that includes professional video against one that relies on Google’s automated tools. If the professional video shows a significantly higher conversion rate or better engagement metrics, it provides a data-backed reason to increase the video production budget.
How Does Video Impact the Customer Journey?
Video often serves a different purpose than Search ads. While Search is high-intent and bottom-of-funnel, video (especially on YouTube and Discover) often serves to build awareness and demand. The “Ads using video” segment helps marketers understand if video assets are driving assisted conversions or if they are effectively closing sales in a way that static Display ads are not.
Optimizing for the Right Placements
Performance Max spreads ads across a massive network. Video assets are primarily served on YouTube and the Google Display Network. By seeing the performance of “Ads using video,” marketers can infer how well their creative is resonating on these specific platforms. If video performance is lagging, it might indicate that the creative is too long, not optimized for vertical viewing (Shorts), or failing to capture attention in the first three seconds.
Integrating Video Reporting into Your Strategy
To make the most of this new visibility, advertisers should revisit their Performance Max structure. Instead of simply looking at the new reporting segment in isolation, it should be used to inform a broader testing framework.
Consider running an A/B test by creating two different Asset Groups within the same Performance Max campaign. Asset Group A could contain only high-quality static images and text, while Asset Group B contains the same images and text plus several high-production-value videos. By using the “Ads using video” segment, you can see if the presence of video in Group B improves the performance of that group as a whole, or if the video assets themselves are the primary drivers of the group’s success.
Furthermore, this data is invaluable for cross-departmental communication. Marketing managers can now present clear, segmented reports to stakeholders, showing exactly how many leads or sales came specifically from video-based interactions. This transparency makes it much easier to justify the costs associated with videographers, editors, and motion designers.
The Technical Nuances of PMax Video Distribution
It is important to remember that Performance Max treats every asset as a signal. When you provide a video, Google’s AI doesn’t just “show” it; it analyzes the content, the metadata, and the user behavior associated with it to find the best possible audience. The “Ads using video” segment reflects the outcome of this complex matching process.
The segmenting will likely show variations across different devices and surfaces. For instance, video might perform exceptionally well on mobile devices via YouTube Shorts but might have a different impact when served as a companion banner or an in-stream ad on a desktop. By analyzing these nuances, advertisers can refine their creative approach, perhaps leaning more into short-form, 9:16 vertical video if the data shows that is where the majority of their “Ads using video” conversions are occurring.
The Future of Transparency in AI-Driven Advertising
The addition of video visibility to Performance Max reporting is a sign of things to come. As AI becomes more integrated into the Google Ads platform, the “everything is a signal” philosophy will only grow. However, Google seems to realize that for advertisers to trust these signals, they need to see the data behind them.
We can expect further refinements in the future, possibly including more granular reporting on other asset types, such as specific headlines or image styles. For now, the focus on video is a clear acknowledgment of its status as the most impactful—and most expensive—creative asset in a marketer’s toolkit.
Final Thoughts
The new “Ads using video” segment in Performance Max reporting is a welcome addition for any advertiser looking to optimize their cross-channel strategy. It provides the clarity needed to evaluate video’s contribution to campaign success, allowing for more informed decisions regarding budget allocation and creative development.
As the digital landscape continues to evolve toward a video-first experience, having the tools to measure that impact is essential. Advertisers should dive into their channel performance reports today to see how their video assets are stacking up against static content. By doing so, they can move away from guesswork and toward a truly data-driven approach to automated advertising.
By leveraging this new transparency, marketers can ensure that their Performance Max campaigns are not just running on autopilot, but are actively being refined and improved through a deep understanding of creative performance. The “black box” is getting a little brighter, and those who take advantage of this new data will be well-positioned to lead the way in the next era of digital advertising.