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    Google Ads News Week 42: Demand Gen Text Overlays Are On

    7 min read
    Quick answer:

    Google Ads now adds AI text overlays from your text assets to Demand Gen videos through a new setting called "Overlay on videos." According to Search Engine Land on October 9, 2026, Demand Gen text overlays appear to be on by default. In the EU, ads changed this way carry an AI label. Plus: AI Max copy previews, a new display view count and larger Microsoft company lists.

    At a glance

    NewsWhat changesWho it affectsAction neededSource + date
    Demand Gen text overlays ("Overlay on videos")AI text from text assets placed over videos, apparently on by defaultAnyone with video assets in Demand GenCheck the setting and turn it off if neededSearch Engine Land, October 9, 2026; PPC News Feed, October 9, 2026
    Preview of AI Max ad copyUp to 10 AI headlines and descriptions visible before opting inSearch campaigns with AI MaxUse the preview before activatingSearch Engine Land, October 8, 2026; MediaPost, October 8, 2026
    View-through conversions for Demand Gen displayOne rendered pixel will count as a viewDemand Gen campaigns with display adsAssess reports before and after the switch separatelySearch Engine Land, October 5, 2026 (single source)
    Microsoft Advertising: LinkedIn company lists and HubSpotCompany lists of up to 10,000 companies, HubSpot integrationB2B companiesNote that the data excludes the EEASearch Engine Land, October 1, 2026; PPC Land, October 6, 2026

    Demand Gen text overlays: Google adds text to your videos

    Google Ads has introduced a new setting called "Overlay on videos" in Demand Gen campaigns. Demand Gen is the campaign type for image and video ads on YouTube, Gmail and the Discover feed. The new feature creates text overlays from a campaign's existing text assets and places them over video ads, according to Search Engine Land and PPC News Feed on October 9, 2026. PPC News Feed credits Gert Jan van Egmond with spotting the setting.

    The option sits in the Asset optimization section, next to "Shorter videos" and "Resized videos." According to both sources, it appears to be enabled by default. You can turn it off individually or with "Disable all," which deactivates all video optimizations.

    This matters for advertisers in Germany: according to both sources, ads with image or video assets changed by these features are labeled as created or edited with AI in the European Union, India and New York State. We had not seen a separate announcement from Google at the time of publication.

    What does this mean for your business?

    If your videos already include text, logos or subtitles, an additional overlay can clutter the frame or cover important elements. On top of that, the AI label is visible in the EU, which not every brand wants. Check Asset optimization in every Demand Gen campaign. Stroe Media is turning the feature off for clients with finished, produced videos and testing it only in targeted cases.

    AI Max: preview AI ad copy before opting in

    Google Ads now shows a preview of the copy AI Max would generate for Search campaigns. AI Max is Google's AI package for Search campaigns that, among other things, automatically adapts ad text to the search query. This specific feature is called text customization. Search Engine Land and MediaPost reported the preview on October 8, 2026.

    According to Search Engine Land, Google generates up to 10 AI-written headlines and descriptions about 30 seconds after you enter the final URL. The landing page is the basis. The preview appears in the Asset optimization section when you create or edit a Search campaign. It covers all languages supported by text customization. Adult content is excluded.

    Search Engine Land notes that these are examples. The copy actually served may differ.

    What does this mean for your business?

    Before activating, you can check whether the AI correctly reflects your services, prices and tone. In regulated industries such as real estate or healthcare, this is an important review step. However, the preview does not replace ongoing monitoring in the asset report after launch.

    Demand Gen: a new count for view-through conversions

    Google is changing how view-through conversions are counted for display ads in Demand Gen campaigns. So far, only Search Engine Land has reported this, and there is no official confirmation in a separate Google announcement. The report was published on October 5, 2026.

    A view-through conversion is a conversion that follows an ad someone saw but did not click. Until now, it relied on the Active View standard, which measures actual viewability. According to Search Engine Land, a rendered impression will now be enough: at least one pixel of the ad is on screen, for any length of time. Search Engine Land says the change will roll out automatically over the coming weeks. Advertisers do not need to change any settings.

    What does this mean for your business?

    Your view-through conversions may increase without any change in real performance. Avoid directly comparing periods before and after the switch. Evaluate Demand Gen display mainly by click-through conversions and revenue.

    Microsoft Advertising: LinkedIn company lists of up to 10,000 and HubSpot integration

    Microsoft Advertising has expanded its LinkedIn company lists. Advertisers can now upload lists of up to 10,000 companies, up from 1,000, according to Search Engine Land. Search Engine Land reported this on October 1, 2026, and PPC Land on October 6, 2026, citing Microsoft's October newsletter. According to PPC Land, a list takes one to two days to process.

    Microsoft Advertising is also now integrated with HubSpot. According to Search Engine Land, advertisers can use CRM data for audiences and link campaign leads directly to HubSpot contacts and deals. According to PPC Land, the integration passes lifecycle stages such as MQL (marketing qualified lead) and SQL (sales qualified lead) to Microsoft bidding.

    One important limitation: according to Search Engine Land, the consumer data behind LinkedIn company lists excludes users in the European Economic Area (EEA), the U.K. and Switzerland. Search Engine Land also names January 31, 2027, as the deadline for developers to migrate Microsoft Advertising integrations from SOAP to REST.

    What does this mean for your business?

    For B2B companies using HubSpot, Microsoft Advertising becomes easier to measure because leads can be tracked through to the closed deal. According to Search Engine Land, however, LinkedIn targeting does not reach users in Germany. If you use tools or scripts that connect through the Microsoft Advertising API, ask your provider about the REST migration.

    What you should do this week

    1. 1Open every Demand Gen campaign, go to Asset optimization and check the status of "Overlay on videos."
    2. 2Turn the feature off for videos with burned-in text or logos until you have tested it.
    3. 3Before activating AI Max text customization, open the preview and check the ten sample texts for incorrect claims.
    4. 4Record your current Demand Gen view-through conversions so you can spot the switch later.
    5. 5For B2B campaigns in Microsoft Advertising, connect the HubSpot integration if your sales team uses HubSpot.
    6. 6Confirm with your tool provider that the Microsoft Advertising connection will move to REST before January 31, 2027.

    Frequently asked questions

    Open the Demand Gen campaign in Google Ads and go to the Asset optimization section. The "Overlay on videos" setting sits next to "Shorter videos" and "Resized videos." You can turn it off individually or deactivate all video optimizations with "Disable all." Search Engine Land and PPC News Feed reported this on October 9, 2026.

    Yes. According to Search Engine Land and PPC News Feed on October 9, 2026, Demand Gen ads with image or video assets changed by Google's optimization features are labeled as created or edited with AI in the European Union. The same applies in India and New York State.

    The preview shows up to ten AI-generated headlines and descriptions that Google derives from your landing page. It appears about 30 seconds after you enter the final URL, in the Asset optimization section of a Search campaign. According to Search Engine Land on October 8, 2026, these are examples, not necessarily the exact copy that will be served.

    Google is changing how display ads in Demand Gen are counted. Instead of Active View, a rendered impression with at least one visible pixel will be enough, according to Search Engine Land on October 5, 2026. As a result, more impressions can count as views. An increase may therefore reflect the method rather than better performance.

    Only to a limited extent. Microsoft Advertising now allows company lists of up to 10,000 companies. According to Search Engine Land on October 1, 2026, however, the underlying consumer data excludes users in the European Economic Area, the U.K. and Switzerland. That means users in Germany are not reached.

    Conclusion

    Demand Gen text overlays change your videos without your active consent and bring an AI label in the EU. The AI Max preview gives you more control before opting in. The new view count distorts comparisons in Demand Gen. Stroe Media recommends deliberately reviewing every automated optimization this week.

    Want your campaigns reviewed? Our Google Ads management team can handle it. For video and image ads on social platforms, see social media marketing. Get in touch directly. Last week's updates are in Google Ads News Week 41.

    Sources

    Author: Stroe Media Editorial Team, Last updated: October 12, 2026

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