Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Google has introduced a new test that lets advertisers pull video assets from social platforms like X (formerly Twitter) directly into Google Ads. The update first came to light after marketer Francesco Cifardi shared a screenshot showing the feature in action, which was later confirmed by Google Ads Liaison Ginny Marvin. The aim is to make it easier for advertisers to reuse strong social video content when building new campaigns on Google.
Social Video Assets Automatically Suggested in Google Ads
Some advertisers are now seeing videos they previously used on X appear in the “Suggested assets” area while setting up a Performance Max campaign. These creatives are being surfaced through a YouTube channel linked to the Google Ads account. When adding a video, Google includes a reminder that the advertiser must own the content and have the right to use it. This small but useful change saves time and reduces the need to manually upload or recreate assets already performing well on social platforms.
Google Clarifies This Is Not X Inventory in Google Ads
After the initial discovery, there was speculation that this might signal a deeper integration between the two platforms. Google quickly clarified that this is not the case. X ads are not being served through Google’s Display or Video networks. The feature is simply a way to import existing assets, helping advertisers make better use of their own creative library without suggesting that media buying between the platforms is connected.
A Step Toward More Unified Creative Management
For marketers, this experiment points toward a future where managing creatives across platforms feels more seamless. Being able to move strong social videos into Google campaigns with less friction could help teams work faster and test more efficiently. While still early days, this trial hints at Google’s interest in making creative workflows smoother, especially for advertisers who rely heavily on video. As with any new feature, it’s worth keeping an eye on performance and ensuring all imported content is cleared for use.
