"Enhance Video Ads with Google's Automatic End Screens"

Google Ads Auto End Screens: A New Tool for Video Advertisers

Google Ads is introducing a new feature in 2026 that is set to change the landscape of video advertising — auto end screens. This innovative tool automatically adds an interactive card to the end of qualifying video ads, encouraging viewers to take action towards conversion.

How Auto End Screens Work: Once a video ad finishes playing, an interactive screen pops up for a brief moment. This screen is populated with essential details from the campaign data, such as the app name, icon, price, and a direct install link for app campaigns. The best part? End screens are enabled by default on eligible ads, eliminating the need for manual setup by advertisers.

Significance of Auto End Screens: The introduction of auto end screens streamlines the post-roll call-to-action process for advertisers. By default, this feature alters the conclusion of your video ads. It's important to note that if you have previously created custom end screens on YouTube, they will be replaced without prior notice. As the end screens are the final element viewers see before making a decision, losing control over this crucial moment can impact overall campaign performance. With plans for wider implementation on the horizon, understanding this feature beforehand is essential for maximizing its effectiveness across your campaigns.

• As the reach of auto end screens expands, it is imperative to grasp its functionality to leverage its potential fully.

The Caveat: Enabling auto end screens in Google Ads will supersede any manually inserted YouTube end screens. This means that advertisers who have tailored their YouTube end cards will lose them in favor of the auto-generated option.

Current Scope of the Feature: At present, auto end screens are specifically designed for in-stream ads within mobile app install campaigns. Although there are plans for broader implementation, a definitive timeline for this expansion has not been provided yet.

Consistency in Results: Despite the introduction of auto end screens, the fundamental aspects of billing and view counts remain unaffected. These screens serve as an additional layer of engagement appended after a viewer completes watching the full video.

Recommended Actions: Advertisers managing mobile app install campaigns should conduct a thorough evaluation of their video ads immediately. It is crucial to ensure that auto end screens are functioning as intended and that any custom YouTube end screens are not being automatically replaced. To stay ahead of the curve as Google extends the feature to other types of campaigns, establishing a review process early on is advised to prepare campaigns for the widened eligibility criteria.

For further information on auto end screens for video ads, visit here.

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