Google will start auto-generating video variations from existing Demand Gen image-only ad groups created before August 27, with those videos eligible to serve beginning October 31 unless advertisers opt out. For home service contractors (HVAC, plumbing, electrical), this could expand reach across YouTube, Shorts, and Discover, but it requires careful brand and performance controls. The piece advises cleaning up assets, deciding whether to opt out or tightly control outputs, and prioritizing call-based conversions over vanity metrics. It also recommends setting bidding to meaningful conversions (qualified calls) and controlling budgets while testing.

Google Will Auto-Create Videos From Your Demand Gen Images — What Contractors Must Do Before Oct 31

TL;DR Google will start auto-generating videos for Demand Gen image-only ad groups created before Aug 27, and those videos can begin serving Oct 31 unless you opt out. This can expand reach across YouTube, Shorts, and Discover, but it’s not “set and forget.” Contractors should review assets, protect the brand, and measure by cost per call—not clicks—before the switch flips.

What’s Changing (and When)

• Auto-generated videos: Google will turn your existing Demand Gen images and text into branded video variations.
• Applies to image-only ad groups created before Aug 27; videos start serving Oct 31 unless you opt out.
• Formats include vertical and horizontal to cover YouTube, Shorts, and Discover inventory.
• You can opt out or adjust settings in Google Ads or through your rep.

Why This Matters for HVAC, Plumbing, and Electrical

Demand Gen is a reach play. Video opens more inventory and often drives higher engagement, but engagement doesn’t pay your techs—phone calls do. For home services, the risk is letting Google auto-assemble videos from old promos, mismatched imagery, or weak copy that pumps impressions without increasing booked jobs.

I’m not anti-video. I’m anti-waste. If you run this, treat it like a test and score it by cost per qualified call, not view-throughs or vanity metrics.

Pre–Oct 31 Action Plan

1) Clean up assets Google will mine

• Purge expired promotions, outdated pricing, or seasonal claims that no longer apply.
• Upload fresh logos and high-quality service images (techs, trucks, installations) in 16:9, 1:1, and 9:16. No clutter, no tiny text.
• Add current, plain-language copy: core services (AC repair, drain clearing, panel upgrades), 24/7 availability, financing if applicable, service area.
• Ensure legal/brand lines are present: license numbers where required, disclaimers for financing/price claims.

2) Decide: opt out or tightly control

• Opt out if your budget is tight, your asset library is messy, or you can’t review outputs weekly.
• Stay in if you have clean assets and a measurement plan. Isolate this in specific asset groups or a separate campaign so you can see its impact.

3) Conversion hygiene (calls first)

• Make phone calls your primary conversion. Track only qualified calls (e.g., 60+ seconds) as conversions.
• If you use third-party call tracking, import those conversions and mark them as primary. Don’t inflate with form views or page visits.
• Turn off view-through conversions from being “primary” if they muddy the waters. View-throughs are not booked jobs.

4) Bidding and budgets

• Bid to conversions that matter (calls). If you have enough volume, set a target CPA that matches your profitable cost per lead.
• Cap daily spend initially. Ramp only if
  

  Google Ads to auto-generate videos from existing Demand Gen image ads