Think Google Ads Don’t Need Creative? Think Again!

Google Ads has evolved far beyond simple text ads, now requiring strategic creative assets across multiple formats and platforms. This conversation with Lu, our head of paid search, reveals why creative elements are now as crucial as keywords and ad copy.

Why Google Ads needs creative now:

• The old view that Google Ads is “just text” is outdated
• Creative assets are now integral to campaign performance
• Modern ad formats appear across multiple Google properties

While Meta (Facebook/Instagram) has long been known for visual-heavy advertising, Google has transformed its offerings to incorporate images and videos across its network. This shift means businesses need a comprehensive creative strategy for their search campaigns.

Performance Max explained:

• Google’s algorithm-driven campaign type that appears across multiple platforms
• Combines audience signals, product data, and page feed information
• Displays ads on YouTube, Gmail, Display Network, and search results
• Relies heavily on creative assets to optimise performance

Performance Max gives advertisers less direct control but potentially wider reach. It uses AI to match user intent with available inventory, making quality creative assets essential for standing out.

Creative asset types and specifications:

• Images: Square (1:1), landscape, and portrait formats similar to Meta
• Videos: Square formats recommended for Performance Max
• Display ads: Require numerous size variations (over 15 different dimensions)
• Shopping ads: Product images with potential for lifestyle photography

The sheer number of image sizes needed for display advertising is staggering, including squares, rectangles, skyscrapers, and leaderboards in various dimensions. This complexity highlights why many businesses need dedicated creative support for their Google campaigns.

Strategic creative considerations:

• Testing static product images vs. lifestyle photography
• Ensuring visual consistency between Google and Meta campaigns
• Creating effective hooks for video ads to prevent skipping
• Avoiding repurposed TV commercials that don’t work in digital formats

For product-based businesses, shopping campaigns present an interesting creative opportunity to test standard white-background product photos against lifestyle imagery showing products in use. This simple change could significantly impact click-through rates.

Key Takeaways:

• Allocate budget for creative assets in your Google Ads planning
• Consider creative consistency across all marketing platforms
• Be wary of Google’s AI-generated product images (which can look unrealistic)
• Create purpose-built creative for digital rather than repurposing TV ads
• Prepare multiple image sizes for comprehensive display campaigns

The conversation highlights that effective Google Ads campaigns now require thoughtful creative development alongside traditional keyword and bidding strategies. Businesses ignoring the creative component are missing a significant opportunity to improve performance.

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