Video Production Company Johannesburg: Google Ads
Running Google Ads today is like choosing a meal from a massive menu. With options like Search, Display, Video, Shopping, and Performance Max campaigns, it can be a little tricky to figure out what is worth ordering — and what pairs well with your goals. Video ads have been gaining ground for good reason, and while they often involve a bigger commitment, especially when done properly, they can serve up impressive results. For businesses exploring the idea of adding video to their marketing mix, it helps to know where video actually fits within the different types of Google Ads. It also helps to understand why the quality of that video matters. This is where a video production company Johannesburg can bring value — by contributing high-standard video content that works well within these ad formats and respects the context in which it will appear. Let us explore how video is used in Google Ads, why it often performs well, and why production quality might be worth the extra spend.
The Many Faces of Google Ads
Google Ads offers a variety of campaign types, each with its own strengths. Understanding the differences is useful before diving into video specifically:
- Search Ads: These are text-based ads that appear alongside Google’s search results when users search for specific keywords. They are highly targeted because they reach users actively looking for something, whether it is a product, service, or information. There is no room for video in this format, as it focuses solely on text and links.
- Display Ads: These ads use images, animations, or rich media to appear across millions of websites in Google’s network. They can be placed on websites, blogs, or apps that are part of Google’s Display Network. Unlike Search Ads, which target users with specific intent, Display Ads are more about building brand awareness and reaching a broad audience across different sites.
- Video Ads: These are run primarily on YouTube and across Google’s Video Partners network. Video ads can appear in a variety of formats, such as skippable or non-skippable in-stream ads, bumper ads, or in-feed video ads. This type of ad allows businesses to showcase their products or services through engaging visual content and works well for grabbing attention and generating interest.
- Shopping Ads: These ads are ideal for online retailers and showcase product images, prices, and names directly in the search results. They appear when a user searches for a product that matches the retailer’s inventory. These ads are a great way for e-commerce businesses to highlight products and give potential buyers a direct path to purchase.
- App Campaigns: App campaigns are designed to drive app installs or encourage in-app activity. Google automatically creates ads for your app, using the information you provide about your app and your goals. These ads can appear in Search, Display, YouTube, and other Google services, making them ideal for businesses seeking to promote their mobile applications.
- Local Ads: These are designed to bring people into physical store locations. Local Ads use location data to target users who are near a business’s physical location or are likely to visit. These ads can show up in Google Search, Maps, and other platforms that focus on local discovery.
- Smart Campaigns: These are automated ads that simplify the ad creation process for small businesses with minimal time or expertise. Google’s AI manages everything, from targeting to bidding, and automatically optimises ads to get the best results. Smart Campaigns are a quick, easy solution for small businesses looking to advertise without a lot of manual effort.
- Performance Max: Google’s newer option that automates ad delivery across all the above channels — Search, Display, Video, Shopping, and more — by using a single campaign. This type of campaign works well for businesses seeking to drive specific goals, like online sales or lead generation, by automatically selecting the best-performing ad types for each audience.
Video ads are clearly not the default in every campaign, but where they are included, they tend to take up more visual space and draw more attention. Knowing when and where they appear is part of running an effective campaign. A video production company Johannesburg can assist businesses in producing content designed specifically for these placements, ensuring the format, message, and runtime all fit the campaign goals.
The Specific Formats for Video within Google Ads
When businesses think of video ads on Google, they are usually thinking about YouTube. That makes sense, but there are actually several different kinds of video formats to choose from:
- Skippable In-Stream Ads: These play before, during, or after other videos and can be skipped after 5 seconds.
- Non-Skippable In-Stream Ads: These are 15 seconds or less and must be watched before the viewer can move on.
- Bumper Ads: Short and to the point — only 6 seconds long. They are not skippable.
- In-Feed Video Ads: These appear in YouTube search results or next to related content.
Outside of YouTube, video ads can also be served on apps and websites through Google’s Video Partners network. Each format comes with different viewer expectations. A 6-second bumper ad, for instance, needs to get to the point immediately. A skippable ad must hook the viewer almost instantly to avoid being dismissed. A video production company Johannesburg is well-placed to help businesses navigate these requirements. They can produce content that matches the rhythm, length, and tone needed for each format without wasting resources on footage that will not fit.
Why Video Performs Well
Video ads are not automatically better than other formats, but they do offer some clear advantages when used properly:
- They are more likely to hold attention — especially on platforms where viewers are already watching video content.
- They allow for multi-sensory communication — combining visuals, audio, and motion.
- They work particularly well on mobile devices, which account for a growing share of online traffic.
According to recent data, 89% of marketers say video gives them a good return on their ad spend. That is not a guarantee, but it does show that video tends to do its job when done right. Where a video production company Johannesburg comes in is making sure that video is structured, shot, and edited in a way that keeps attention without overwhelming viewers. In an ad environment, especially one as competitive as YouTube, poorly made videos are often skipped, muted, or simply forgotten.
The Benefit of Professional Production
Creating videos that appear in Google Ads is not just about turning on a camera and talking. These are ads — they are being shown to people who are likely seeing multiple ads every day. So if a business is going to spend money on Google Ads, it usually makes sense to put some thought (and budget) into the content being shown.
A professionally made video tends to look sharper, sound clearer, and feel more put-together than something made in a hurry. This matters. It affects how a business is perceived and can influence whether viewers decide to click through or keep scrolling.
A video production company Johannesburg can help make this process easier. By handling the scripting, shooting, editing, and formatting, the business can focus on the message rather than the mechanics. The result is content that fits the requirements of Google Ads formats — and stands a better chance of performing well.
How Video Fits into Broader Ad Strategies
Video should not be treated as a one-off. It works best when used alongside other campaign types. For example:
- Viewers who watch a YouTube ad can be retargeted later with a display ad.
- A short video ad can lead into a longer piece of content for those who click.
- Product-focused businesses can show a video ad before directing viewers to a Shopping ad.
Google’s Performance Max campaigns even make video a part of their automatic placement strategy. This means businesses that provide video assets will see those assets put to work across multiple channels — search, display, YouTube, Gmail, and more.
Again, having professionally made videos prepared by a video production company Johannesburg can help make sure the brand message stays consistent across all these surfaces. Rather than feeling disjointed, the campaign feels cohesive.
Conclusion
Video ads are not the answer to everything, but they are an important option within the wider set of Google Ads formats. They provide a way to say more, show more, and hold attention a bit longer — when done with care.
Businesses looking to run Google Ads with video should consider the type of campaign, the format of the video ad, and the quality of the production. While video does involve some upfront investment, it often repays that with better viewer responses and longer attention spans.
For businesses that are serious about making their video ads work, working with a video production company Johannesburg can make a real difference. From format-specific edits to campaign-ready video assets, the right production partner can help content meet the standards set by the ad space it appears in — and by the viewers who are watching.
Now that you’ve got the inside scoop on video ads, why not take the next step? If you’re looking for a smooth, professional approach to video production, Sound Idea Digital can help you get it right. Let’s talk about how we can make your video work for your campaign.
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |