Google introduces automatic end screens for video Ads

Google has announced the launch of a new feature in Google Ads — automatic end screens (auto end screens) for video advertising. The update automatically adds an interactive card at the end of video ads designed to encourage users to take a specific action, such as installing an app.

The feature is enabled by default for eligible campaign formats and does not require additional setup from advertisers.

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How the feature works

After a video ad finishes playing, users see an interactive screen with a call-to-action for a few seconds.

The card’s content is automatically generated based on campaign data. It may display:

• the app name;
• the app icon;
• the price or other information from the app store listing;
• a direct install button.

This means advertisers receive a ready-made post-video engagement element that can potentially increase conversion rates without requiring additional creative work.

What this means for marketers

The introduction of automatic end screens changes how the final stage of video ads is managed. Previously, advertisers could manually create end-of-video calls to action using tools available on YouTube.

Now the system automatically generates this element using campaign data. While this simplifies campaign setup, it also reduces advertisers’ control over what users see in the final seconds of the ad.

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Potential limitations

It is important to note that enabling auto end screens overrides manually configured YouTube end screens. If advertisers have already created custom end screens, the system may automatically replace them.

Since the final screen is often the key moment when a user decides to take action, this change may affect the effectiveness of creative assets and overall video advertising strategy.

Current availability

At the moment, the feature is available only for in-stream video ads in mobile app install campaigns.

Google plans to expand the feature to additional campaign types, although no timeline for broader availability has been announced.

Impact on advertising metrics

Importantly, the new feature does not affect billing or view counts. Automatic end screens serve solely as an additional engagement layer shown after a full video view.

Recommendations for marketers

Companies running mobile app install campaigns should:

• check whether automatic end screens are enabled in their current campaigns;
• ensure that the automatically generated content aligns with marketing objectives;
• verify that any manually created YouTube end screens have not been overridden;
• establish an internal review process for creative assets in preparation for potential expansion of the feature to other campaign types.

Given Google’s plans to scale the feature, conducting an early audit of video advertising materials will help advertisers prepare for upcoming changes in video ad formats.

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