TL;DR: Google Expands Video Limits in Performance Max Campaigns for Better Reach & Flexibility
Google is testing an increased video limit in Performance Max campaigns, allowing advertisers to upload up to 15 videos per Asset Group (up from 5). This update offers greater flexibility, better format coverage (landscape, square, vertical), and deeper insights for conversions.
• Why it matters: Video dominates marketing, 80% of users prefer video content, and campaigns prioritizing video outperform static ads.
• Key benefit: Easier campaign management with broader reach via AI-driven optimization across platforms like YouTube, Display, and Discover.
• Action steps for entrepreneurs: Audit assets, diversify formats, batch create content using AI tools, and test strategically.
Pro Tip: Start leveraging expanded video capabilities now or risk falling behind in the rapidly evolving digital landscape. For more details, explore Google’s Performance Max guide.
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Google Tests Expanded Video Limits in Performance Max
Video marketing is booming, and as a serial entrepreneur, I’ve built strategies rooted in data, not wishes. When Google tests expanding video asset limits in Performance Max campaigns, it’s worth pausing. Why? Because this stands to reshape the campaign structures for businesses. Imagine no longer having to sacrifice video formats or ratios. Now, let’s unpack what this test means, why it’s significant, and how entrepreneurs must act now to keep up, or risk falling behind.
What is Performance Max, and Why Does Video Matter?
Google’s Performance Max aims to streamline campaign management by leveraging AI across YouTube, Google Display Network, Discover, Search, Gmail, and Maps. It lets advertisers consolidate all channels into one campaign, offering massive reach underpinned by smart bidding algorithms. But let me say this, with video placement coming to dominate YouTube and Discover, marketers neglecting video in their campaigns will hemorrhage opportunities.
- Growth stats: Global video consumption is up 55% year-over-year.
- User preference: 80% of today’s digital audiences prefer video content over text or static ads.
- Creative formats: Top-performing asset groups mix 16:9 landscape with 1:1 square and vertical formats.
For 2026, this isn’t a trend, it’s market dominance.
What’s Changing with Expanded Video Limits?
Google’s testing allows advertisers to upload up to 15 videos per Asset Group in Performance Max, a significant leap from the previous cap of 5. Why does this matter? Let’s break it down:
- Enhanced flexibility: Brands can now deploy creative variations across multiple formats and ratios simultaneously.
- Efficiency: Less need to duplicate campaigns or struggle with trade-offs.
- Reach optimization: More diverse video assets mean greater coverage across platforms like YouTube, Discover, and Display.
- Data clarity: Larger-scale creative testing enables deeper insights into what drives conversions.
Ultimately, it’s Google’s response to advertisers’ demand for scalability without complexity. And scalability sells.
How Entrepreneurs Should Respond
Feeling overwhelmed? You shouldn’t. This isn’t just a technical update. Here’s how you, as a business owner, can leverage expanded video limits without falling victim to analysis paralysis:
- Audit your assets: Evaluate your best-performing videos. Are they optimized for different formats (landscape, square, vertical)? What’s missing?
- Think scalability: Create batches of varied content. Establish repeatable processes for scalability, like automated editing workflows built with AI tools.
- Test strategically: Use Google’s testing modes to understand what converts best, experiments are where breakthroughs happen.
- Track customer behavior: Focus on metrics like retention, click-through rates (CTR), and conversions. Hint: Data is your closest ally.
If you’re savvy, this shift can amplify your campaign’s ROI with less experimentation burnout.
Common Mistakes to Avoid with Video Expansion
Let’s not sugarcoat it. Missteps can bury your campaign before it even starts. Here are pitfalls to watch for:
- Underestimating demand: Don’t limit video content creation because “it’s too much work.” Today’s audience craves variety.
- Ignoring ratios: Failing to cover all three major formats, 16:9, 1:1, and vertical, risks gaps in performance across different channels.
- Neglecting A/B tests: Don’t skip analysis due to “wanting to go big.” Celebrate small wins and scale strategically.
- Skipping localized content: Don’t treat campaigns as global blanket efforts. Hyper-local variations drive stronger connections with audiences.
These missteps aren’t anecdotal, they’re costly and common.
Quick Takeaways for Startup Founders
After years in startup trenches, here’s my cheat sheet:
- Double down on video, no exceptions.
- Batch content creation, use AI tools like Canva or Google’s Director Mix.
- Stop fragmenting campaigns, consolidation drives clarity.
- Pursue aggressive experimentation, don’t let fear dictate execution.
If this opportunity doesn’t feel urgent, you’re underestimating the pace of digital change.
Concluding Thoughts
Google’s expanded limits mark a turning point. But here’s the question, are you positioned for it? Entrepreneurs who act now will seize audience attention faster than those who hesitate. Here’s what I’ll leave you with:
- Start auditing your campaigns, today.
- Invest in video resources.
- Use every second of testing analytics.
Want deeper insights? Check out Google’s Performance Max guide. It’s a resource you’ll want to bookmark as this rollout takes shape.
FAQ on Expanded Video Limits in Google Performance Max
1. What is the update regarding video limits in Performance Max campaigns?
Google is testing an increase in video asset limits within Performance Max campaigns, allowing advertisers to upload up to 15 videos per Asset Group, up from the previous limit of 5. This expansion offers greater creative flexibility and broader reach across video placements like YouTube and Discover. Read the full details on Search Engine Land.
2. Why does this change matter for advertisers?
The increased limit allows brands to deploy more diverse creative formats and cover all three major video aspect ratios (16:9, 1:1, vertical) simultaneously. This significantly improves reach and optimizes performance across multiple platforms while simplifying campaign structures. Learn more about its significance.
3. When is this update expected to roll out universally?
The video cap adjustment is currently in a testing phase, and Google has yet to confirm an official rollout timeline. Keep an eye on updates from Google Ads documentation or announcements for more information. Follow updates from Google Ads Help.
4. How does the expanded video limit impact creative testing?
By enabling larger-scale experimentation, the update allows marketers to test more diverse video formats and ratios simultaneously. This improves insights into what drives conversions across different Google platforms. Explore how testing improves campaigns.
5. What are the benefits of Performance Max campaigns in general?
Performance Max leverages Google’s AI to optimize ads across multiple channels, including YouTube, Gmail, Maps, and Display. This centralization enhances reach and conversion rates, especially with video-focused campaigns. Learn more about Performance Max benefits.
6. Is video content critical to Performance Max success?
Yes, Google’s algorithm increasingly favors video-enabled asset groups, with internal tests showing campaigns with strong video libraries outperforming image-only campaigns by up to 40%. Read more on video significance.
7. What are common mistakes advertisers should avoid with expanded video limits?
Advertisers often neglect producing videos across all major aspect ratios or skip data-driven A/B testing. To avoid these pitfalls, create content tailored to multiple formats and prioritize continuous analysis to optimize results. Explore best practices for avoiding mistakes.
8. How can entrepreneurs leverage this update effectively?
Entrepreneurs should audit existing video assets, automate content creation for scalability, use strategic tests to uncover high-performing media, and focus on conversions and retention metrics for actionable insights. Learn more about entrepreneur strategies.
9. What tools can businesses use to create video assets for these campaigns?
Tools like Canva and Google Director Mix are ideal for automating video creation and scaling creative formats across Performance Max campaigns. Explore Canva and Director Mix features.
10. How can advertisers track campaign results and performance?
Performance Max campaigns provide detailed reports on asset performance, placement effectiveness, and conversion insights, helping refine strategies and maximize ROI. Learn more about reporting tools.
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the “gamepreneurship” methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the point of view of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.