Written by Georgios Kafentzis, Director - Paid Search

Introduction: A new era of creative possibilities  

Recent developments in Generative AI from Google are reshaping how we approach creative production. From simplifying workflows to enabling faster testing and localisation, these tools open new ways to boost campaign performance. 

In this article, we’ll explore Google’s latest offerings, including the Veo 3 video generation model and other GenAI tools in Google Ads, with practical suggestions on how to use them, why they matter, and how to start testing them in your accounts. 

Whether you're looking to save time, improve creative output, or simply show your team what’s possible, these tools are worth exploring. Let’s dive into the three key areas highlighted in Google’s recent showcase. 

1) Leveraging Generative AI Tools in Google Ads 

Key Tools and Features: 

- Asset Generation in Google Ads: Automatically create headlines, descriptions, and image suggestions based on your campaign goals. 

- Creative Variations for PMax and Demand Gen: Generate hundreds of creative variations to feed into campaigns. 

- Voiceover and Video Editing Capabilities: Add voiceovers, choose voice types, and control playback timing. 

Why It Matters: 

- Efficiency: Cuts down on production time and costs. 

- Scalability: Enables rapid A/B testing and creative iteration. 

- Localization: Makes global campaigns more accessible and adaptable. 

How to Use It: 

Upload existing assets and let AI suggest variations 
Start by feeding Google’s AI with your current headlines, descriptions, images, and videos. The system will analyse performance patterns and generate alternative creatives tailored to your audience and campaign goals. These suggestions often align with best practices and can be refined using the ABCD framework. 

Use the ABCD framework to guide creative decisions 
The ABCD framework, Attention, Branding, Connection, Direction, is a proven structure for building high-performing creative assets. Here's how each element works: 

A – Attention 
Capture the viewer’s interest immediately. Use bold visuals, dynamic motion, or compelling headlines. Google AI can help identify which elements (e.g., colours, formats, hooks) are most likely to stand out in your audience’s feed. 

How to use it: 

• Choose thumbnails or images with strong contrast and clear focal points. 
• Use AI-generated headlines that start with a question, stat, or emotional trigger. 

B – Branding 
Make your brand recognizable early and consistently. This includes logos, brand colours, and tone of voice. 

How to use it: 

• Ensure your logo appears within the first few seconds of a video or is visible in static assets. 
• Use AI to test different placements and styles for brand elements to see what drives recall. 

C – Connection 
Build emotional or rational relevance with your audience. This is where storytelling, customer pain points, and benefits come into play. 

How to use it: 

• Use AI to analyse which messages resonate most with different segments. 
• Incorporate testimonials, relatable scenarios, or aspirational outcomes in your copy and visuals. 

D – Direction 
Guide users toward the desired action, click, convert, sign up, etc. Clear CTAs are essential. 

How to use it: 

• Use AI to test CTA phrasing (“Shop Now” vs. “Discover More”) and placement. 
• Ensure the CTA is visually distinct and appears at the right moment in video assets. 

Test combinations in PMax or Demand Gen to identify top performers 
Once your assets are aligned with ABCD principles, deploy them in Performance Max or Demand Gen campaigns. These formats allow Google’s AI to mix and match creatives dynamically, optimizing for conversions or engagement. Monitor performance insights to refine your asset pool continuously. 

2) Veo 3: Google Cloud’s Generative AI Model for Video Creatives 

What Veo 3 Can Do: 

- Generate 8-second videos from detailed prompts. 

- Create longer videos by stitching multiple 8-second clips. 

- Edit visuals by selecting elements and replacing them via AI prompts. 

- Produce mockups for pitching and pre-production in minutes. 

Best Practices and Tips: 

- Be Specific with Prompts: Include visual style, tone, action, and setting. 

- Use the Last Frame as a Prompt: Extend videos by using the final frame of one clip as the starting point for the next. 

- Own Your Output: Google treats Veo as a tool, like a camera. You retain ownership of everything you create. 

- Use SynthID Watermarking: All Veo-generated videos include a digital watermark for attribution and safety. 

Why It Matters: 

- Creative Freedom: Enables ideation and experimentation. 

- Speed: Accelerates time-to-market for new concepts. 

- Cost Savings: Reduces the need for expensive shoots and edits at a fraction of the cost. 

How to Use It: 

- Access Veo via Vertex AI or Gemini. 

- Use the Veo Prompt Guide to craft effective prompts. 

- Test different formats to suit various placements and funnel stages. 

3) Performance Driven Creativity: GenAI Strategies That Can Go A Long Way 

Key Takeaways: 

- Start Small: Use GenAI to create mockups or test variations before full production. 

- Creative Collaboration: Show your creative team what their assets could look like using AI-generated previews. 

- Focus on Performance: Use creative testing to identify what drives engagement and conversions. 

- Stay Curious: AI tools are evolving rapidly, get familiar now to stay ahead. 

Why It Matters: 

- Strategic Advantage: Early adopters can offer advertisers more agile, cost-effective solutions. 

- Creative Exploration: AI opens doors to new formats and storytelling styles. 

- Future-Proofing: Building GenAI into your workflow prepares you for what’s next. 

Summary: What You Can Do Today 

Generative AI is here, and it’s available to assist advertisers in exploring new creative workflows. Here’s how you can start: 

• Explore the Tools: Try asset generation in Google Ads and experiment with Veo 3. 
• Test and Learn: Create variations and run A/B tests using the ABCD framework. 
• Collaborate and Share: Use AI-generated mockups to spark conversations. 
• Stay Informed: Follow updates and keep experimenting, AI tools will continue to evolve. 

Ready to elevate your campaigns? Start testing, share what works, and bring fresh AI-driven ideas into your plans to unlock more value. The more we experiment, the better our creative gets, so let’s give it a go.