In the dynamic world of Google Ads, even a seemingly minor change can create significant ripples. To understand the implications of Google potentially expanding the video asset limit in Performance Max campaigns, we sat down with Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics. She sheds light on how this shift could move advertisers from making frustrating compromises to unlocking more sophisticated creative strategies. Our discussion covers the day-to-day challenges of the current system, the future of creative testing, the benefits of streamlined campaign management, and how to prepare for what’s coming next.
With the current five-video limit in Performance Max, advertisers often face trade-offs between different formats. Can you describe the specific challenges this creates for achieving full coverage on YouTube and Discover and what metrics are most affected by these compromises?
It’s a constant source of frustration for advertisers, a real creative bottleneck. You have three primary video ratios to consider: the classic 16:9 horizontal for standard YouTube, the 9:16 vertical for Shorts, and the 1:1 square for feeds on platforms like Discover. With only five slots, you simply can’t cover all your bases effectively while also testing different messages. You’re forced into a difficult choice: do I upload one of each ratio to ensure placement coverage, leaving only two slots for actual creative testing? Or do I focus on one format where I think my audience is, knowing I’m sacrificing reach and visibility elsewhere? This directly impacts impression share and reach on specific placements. You’ll see your YouTube Shorts performance lag because you didn’t have enough vertical video slots, or your in-feed ads will suffer because you prioritized horizontal formats. It feels like you’re always leaving potential performance on the table.
An increased video limit, potentially up to 15 per Asset Group, is reportedly being tested. How does this fundamentally change an advertiser’s approach to creative testing? Please walk us through how a brand might now structure its video assets to test different messages and formats.
This change is a game-changer; it shifts the entire strategic mindset from one of scarcity to one of abundance. Instead of just trying to cover formats, we can build a true testing matrix. Imagine a retail brand: with 15 slots, they can dedicate five to their primary “50% Off Sale” message, ensuring they have vertical, horizontal, and square versions, plus two variations testing different opening hooks. The next five slots can be dedicated to a secondary message, like “Free Shipping On All Orders,” again with full format coverage. The final five can test a completely different angle, perhaps focusing on product quality or user-generated content. This allows the algorithm to find the winning combination of message, format, and placement for different user segments. It’s a move from constrained, compromised testing to a robust, multi-layered creative optimization strategy all within a single, coherent Asset Group.
Brands sometimes duplicate Asset Groups just to accommodate more video variations. How could a higher video capacity simplify campaign structures? Can you share an example of how this consolidation could improve performance measurement and day-to-day management for a marketing team?
Duplicating Asset Groups is a clunky workaround that creates more problems than it solves. It fragments your data, making it incredibly difficult to get a clear, holistic view of performance. You end up with multiple data sets, and trying to stitch them together to understand which creative is truly driving results is a reporting nightmare. A higher video limit allows for profound simplification. For example, a marketing team that previously had three separate Asset Groups just to test three different video concepts can now consolidate them into one. All performance data—conversions, click-through rates, cost-per-acquisition—is now housed under a single roof. This makes day-to-day management a breeze, but more importantly, it feeds Google’s algorithm cleaner, more concentrated performance signals, which almost always leads to smarter optimization and better results over time. The team can spend less time wrangling spreadsheets and more time analyzing clear, consolidated insights.
Since this expanded video limit appears to be in a gradual rollout phase, what specific indicators should advertisers look for in their accounts? What proactive steps can they take now to prepare their creative library to take full advantage of this change once it arrives?
Advertisers should keep a close eye on the user interface within their Performance Max Asset Groups. The most obvious indicator will be in the video assets section—instead of seeing a limit that says something like “5 of 5 videos uploaded,” you might see it change to “5 of 15.” That’s your green light. But you shouldn’t wait for it to appear. The most proactive step is to start building your creative arsenal right now. Don’t wait until you have the capacity to start thinking about what to fill it with. Begin producing video content in all three key aspect ratios: 16:9, 9:16, and 1:1. Brainstorm and script different value propositions, calls-to-action, and opening hooks. The goal is to have a diverse library of high-quality, format-appropriate videos ready to deploy the moment this feature is enabled in your account. Preparation is key to gaining a first-mover advantage.
What is your forecast for the evolving role of video assets within Performance Max campaigns over the next year?
I forecast that video will solidify its position as the central pillar of Performance Max success. As Google’s machine learning becomes more sophisticated, its appetite for diverse creative inputs will only grow. This expansion from 5 to 15 videos isn’t just a quantity increase; it’s a signal that the algorithm is ready to do more complex work matching specific creatives to specific contexts. Over the next year, the role of the advertiser will shift further from a manual campaign manager to a “creative portfolio director.” Our primary job will be to feed the machine a rich, varied diet of video assets. The brands that win will be those who invest in a continuous pipeline of creative, embracing all formats and constantly testing new messages. The algorithm will handle the micro-decisions of delivery, but its ultimate performance will be directly proportional to the quality and diversity of the video assets we provide it.
