Google’s new direct video uploads for PMax simplify campaign setup but strip away key controls like analytics and long-term asset ownership.
Google is rolling out a new Performance Max feature that lets advertisers upload video files directly within the “Edit assets” panel. This means there is no YouTube channel or Shared Library needed. A new “Upload” tab now appears during asset creation, allowing users to drag and drop video files, making campaign setup easier for those without existing YouTube infrastructure.
However, these videos are stored in a Google-managed “house channel,” not the advertiser’s YouTube account. As a result, they lack key capabilities, including:
- No YouTube Analytics
- No remarketing audiences
- No metadata edits
- No custom thumbnails
- No appeals process
- No long-term asset ownership or channel presence.
The feature was first spotted by consultant Dario Zannoni. While it offers convenience and speed, Google still recommends uploading videos through an official YouTube brand channel to retain full analytics, audience data, and creative control.
What does this mean for marketers?
This feature is convenient, especially for advertisers with no YouTube footprint. But for marketers focused on brand growth, audience building, and long-term value, it should be used only as a quick workaround, not the primary way to upload video ads.
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