Google Tests View-Through Optimisation
Google is testing a new View-Through Conversion Optimisation setting in its Demand Gen campaigns, which shifts the focus beyond clicks alone. This development allows advertisers to optimise bidding by including conversions that occur after an ad is viewed, even when the user does not click immediately. At present, the test applies to YouTube image and video placements, with broader support expected in future. This marks an important step in recognising the value of impressions within upper-funnel activity.
Under the new setting, advertisers can instruct the system to count view-through conversions within the optimisation model. In essence, if a user sees an ad but does not click and later returns to convert, that action may now influence how Google adjusts conversions-based bidding. This is particularly relevant on YouTube, where conversions often happen days or weeks after initial exposure. By enabling view-through conversions early, advertisers allow Google’s algorithm to train faster, leverage more data signals, and potentially stretch creative budgets more efficiently.
The rationale for this update is compelling. Many users are influenced by ads they do not immediately interact with, and a purely click-based optimisation model can undervalue the impact of brand exposure. Allowing view-through conversions to feed into bidding could improve brand lift, enhance upper-funnel performance, and better attribute later-stage conversions. As Google moves further into full-funnel performance within Demand Gen, this change helps it compete more effectively with impression-based optimisation engines used by other major platforms.
That said, this new approach remains in testing, and its impact on performance is not yet clear. Advertisers should proceed carefully, monitoring metrics such as cost per conversion, attribution shifts, and incremental lift. It is advisable to compare results with and without view-through data to assess whether impression-driven conversions deliver meaningful value within specific industries. As the feature becomes more widely available, Google is likely to refine how view-through data interacts with automated bidding logic. [1]
Google Adds Hide Sponsored Results Option
Google is introducing a new default control to let users hide sponsored search results after viewing them. Under the update, paid listings will be grouped under a single “Sponsored” heading rather than individually labelled. Below that block, users will see a button that collapses the entire section, instantly hiding the ads from view. This shift gives more emphasis to organic results while maintaining transparency about advertising.
From an advertiser’s perspective, this change alters how search results are presented and how users engage with ads. Rather than blending in piece by piece, sponsored content becomes a distinct, collapsible block, making it more obvious yet easier to dismiss. Because the section remains visible until actively hidden, ads still benefit from initial exposure. But once hidden, searchers can proceed without distraction, which may influence click behaviour and ad visibility metrics.
This adjustment in design reflects Google’s attempt to balance user experience with ad presence. Many users have long preferred minimal, uncluttered results pages, and this feature grants more control. At the same time, by consolidating ads and forcing a visible “sponsored” header, Google retains clarity about what is paid content. For brands invested in search campaigns, the change may shift how ads are perceived and how performance is measured.
Advertisers should monitor how this impacts metrics like ad visibility, click-through rates and conversion lift. It will be especially important to compare performance before and after adoption of the feature, and to evaluate whether ads in certain positions are more likely to be hidden. Because Google is rolling this out broadly, early data will guide how to adjust bids, creative, and positioning strategies. [2]
Google’s New AI Mode Transforms Paid Search
Google is rolling out support for vertical 9:16 images in Performance Max campaigns, a format already familiar from Demand Gen campaigns. The new option enables brands to use tall, story-style creative formats with minimum dimensions of 600×1067 and recommended 1080×1920. File size must remain under 5 MB. With mobile-first usage continuing to grow, this update reflects a shift in how ad placements can be optimised for immersive formats.
For advertisers, this means a broader creative palette within Performance Max. By including vertical images, you can tailor ads for placements such as Shorts or full-screen mobile experiences. The addition aligns with Google’s existing support for image and video orientation flexibility, enabling horizontal assets to be scaled or repurposed automatically into vertical formats where necessary. This adds versatility to campaigns and can help your ads adapt more fluidly across placements.
From a strategic perspective, vertical formats often deliver stronger engagement in mobile environments. Users are accustomed to consuming content in portrait mode, and vertical visuals tend to fill the screen more naturally. Incorporating 9:16 images into your asset groups allows Google’s AI to test more combinations, thereby increasing the chances of delivering creative that resonates. In effect, this gives you more opportunities to capture attention in environments where screen real estate and user behaviour favour vertical content.
However, the introduction of vertical images also necessitates careful testing and measurement. Advertisers should monitor asset performance, comparing vertical vs. horizontal creatives, and assess their impact on metrics like click-through rate, conversion, and return on ad spend. It is prudent to roll out vertical formats in parallel with existing creatives initially, and review results after several weeks. This approach will help gauge whether 9:16 creatives provide a meaningful uplift within your campaigns. [3]
Google Tightens Image Quality Standards
Google Ads has introduced a new image quality check feature within its Recommendations tab, prompting advertisers to upgrade visuals deemed substandard. When an image is flagged, the system may suggest edits such as changing background colour or refining contrast so that the visual quality meets Google’s standards. This initiative indicates Google’s intention to push advertisers toward cleaner, more consistent creative materials across its ad surfaces.
The new feature works by scanning uploaded image assets and flagging those that are blurry, dark, text-heavy or otherwise likely to degrade performance. Advertisers are then offered preview options and guidance to make quick adjustments directly within the dashboard. By doing so, Google aims to help advertisers lift engagement rates and improve delivery through better-quality imagery.
From a strategic perspective, this change reinforces the importance of creative quality as a performance lever. Visuals that are crisp and well composed can influence click-through, user perception and overall campaign metrics. By encouraging advertisers to maintain high standards for their images, Google is signalling that creative quality now carries a more tangible influence on ad effectiveness.
Advertisers should respond by auditing their current image libraries and replacing any assets that appear low resolution or visually weak. It is wise to prioritise high clarity, minimal text overlays, well-balanced lighting and brand consistency. Testing revised images and monitoring performance shifts will allow marketers to validate whether quality upgrades produce measurable lifts in engagement and conversions.[4]
[1] Search Engine Land
[2] PPC News
[3] PPC News
[4] Search Engine Land
