Google is adding automatic end screens to video ads

Google Ads is rolling out automated end screens – a new feature that adds an interactive, automatically generated card to the end of qualified video ads to nudge viewers toward conversion.

How does this work. The interactive screen appears a few seconds after the video finishes playing.

• Content automatically fills in campaign data — app name, icon, price, and direct link to install app campaigns
• End screens appear automatically for relevant ads, requiring no setup from advertisers

Why do we care. Advertisers no longer have to manually create post-roll calls-to-action. This feature turns on automatically and changes the end of your video ads — and if you’ve already created YouTube end screens, they’ll be removed without any warning. Since end screens are the last thing a viewer sees before deciding to take action, losing control of that moment is important.

• And with a broader expansion planned, now is the time to understand how it works before it reaches your other campaigns.

Catching up. Enabling automatic end screens in Google Ads removes any manually added YouTube end screens — meaning advertisers who have already customized their own YouTube end cards will lose them.

Current limitations. This feature is only available for in-stream ads that play in mobile app install campaigns, with a broader expansion planned but not yet.

What stays the same. Automatic end screens do not affect payment or view statistics — they are simply an engagement layer added after the full video has been viewed.

Next steps. Advertisers using mobile app placement campaigns should test their video ads now — check that automatic end screens are working as expected and make sure any manually added YouTube end screens aren’t being silently written out. As Google extends the feature beyond app coverage, it’s worth establishing a review process early so that campaigns are ready when eligibility is extended.

Celebrate deeply. About automatic end screens for video ads