Have you ever been startled when reviewing one of your video ads, only to realize there are lines of text that you never actually wrote? That is not a system error, but rather a new feature that Google has quietly rolled out across all Demand Gen campaigns.
Imagine spending hours perfecting every frame, every transition, and every message in your advertising video. Then one day, Google decides your video needs more text. Text generated by their AI. And the catch is that this feature is turned on by default – meaning if you do not pay attention, it will automatically insert text over your video without your explicit consent.
This is not a rumor. Google Ads has officially deployed the "Overlay on videos" feature within the asset optimization section of Demand Gen campaigns. And with 20 years of experience tracking Google's changes, I can tell you this: this is one of those small updates with a big punch that you cannot afford to ignore.
What is Overlay on videos and how does it work?
Let us start with the basics. Overlay on videos is a new setting located in the Asset optimization section of Demand Gen campaigns. It appears right alongside two pre-existing options: "Shorter videos" and "Resized videos."
When this feature is enabled, Google uses the text assets available in your campaign – headlines, descriptions, or any text you have provided – to automatically generate text overlays that display directly on your video ads. These overlays contain key messages that Google deems most relevant to the video content and campaign goals.
Simply put: you provide the ingredients, Google cooks the meal. And that meal will be served on your video without you tasting it first.
Why is Google doing this?
Behind this decision lies a very clear logic, and in fact, it stems from data that Google itself has collected.
According to Google's analysis of Demand Gen campaign performance, video ads with text overlays in the first 5 seconds can deliver a slightly higher conversion rate compared to videos without overlays. The reason is simple: the vast majority of users watch video ads with the sound off. In that environment, written text becomes the primary communication tool. If your video only has visuals and audio, you are missing a large volume of viewers who cannot hear anything.
Text overlays solve that problem. They convey messages – product benefits, promotions, calls to action – to viewers even when they are in silent mode. And Google, as a platform owning massive amounts of data on user behavior, realizes that automating this process can help advertisers achieve better results without extra effort.
But like everything in the advertising world, there is no free lunch.
Potential risks: When AI writes text on your video
This is the part I want you to pay special attention to. The Overlay on videos feature is enabled by default. That means if you do not actively turn it off, Google will automatically insert text onto your video ads. And while the idea sounds appealing, there are many ways things can go "wrong" in ways you might not anticipate.
1. Conflict with existing video design
If your video already features graphical elements – logos, slogans, messages – adding a text overlay can create clutter and visual overlap. The new text might obscure important details in the video, or worse, duplicate messages and annoy viewers.
2. Unintended messaging
Google will select text from your assets to display. But algorithms do not understand nuance and context the way humans do. A headline written for another campaign, or a description snippet unsuitable for a specific video, might appear on screen and send the wrong message to customers.
3. Obscuring key visual elements
Advertising videos are designed to convey messages through imagery. If a text overlay is placed in the wrong spot, it can hide products, model faces, or any detail you have painstakingly built.
4. "AI-generated" labels in certain markets
This is an extremely crucial point that many advertisers might overlook. Google explicitly notes that ads utilizing images or videos edited by these optimization features will be labeled as "created or edited with AI" when displayed in the European Union, India, and New York State. If you are running ads in these markets, your customers will see that label. And for certain customer segments, an "AI-generated" label can diminish trust.
How to control the Overlay on videos feature
The good news is that you do not completely lose control. Google provides advertisers with two ways to handle this feature:
| Control Method | Description | When to Use |
|---|---|---|
| Turn off "Overlay on videos" individually | Go to Asset optimization, find the "Overlay on videos" option, and toggle it off. Other optimization features (Shorter videos, Resized videos) will continue to function normally. | When you want to retain control over your video content while still taking advantage of Google's other optimizations. |
| Select "Disable all" | Turn off all video optimization features, including Overlay on videos, Shorter videos, and Resized videos. | When you want complete control over every aspect of your video ad and do not want Google interfering with any element. |
The most important thing is that you must actively check the settings of every Demand Gen campaign. Do not assume everything remains the same. Google frequently changes default automation settings, and if you do not pay attention, you could be letting AI write text on your video without even knowing it.
Is Overlay on videos a bad feature?
Not necessarily. Like any tool, its value depends on how you use it.
If you are an advertiser running multiple campaigns with limited resources, having Google automatically add text overlays can help you save time and effort in optimizing videos for different platforms and formats. It can also help you reach more viewers, especially those watching videos without sound.
However, if you are a brand that values message and visual consistency, or if you are running ads in markets sensitive to "AI-generated" labels, turning this feature off might be the wiser choice.
The key is to make a conscious decision, rather than letting Google's defaults decide for you.
Lessons for Vietnamese advertisers
Although the Overlay on videos feature is currently rolling out globally, its impact will vary by market. In Vietnam, where Demand Gen is increasingly used by businesses to reach customers on YouTube, Facebook, and other platforms, this feature can bring both opportunities and challenges.
Opportunity: In a market where users frequently watch videos without sound – on buses, in coffee shops, or while working – text overlays can be an effective tool to convey messages. If your video lacks subtitles or text, having Google automatically add them can help you reach a broader audience.
Challenge: If you are running ads for international markets like the EU, India, or New York, the "AI-generated" label could impact brand perception. And if your video has been meticulously designed, automated text insertion can disrupt aesthetics and brand consistency.
My advice: Check each of your Demand Gen campaigns today. See if the Overlay on videos feature is turned on or off. If it is on and you do not want it, turn it off immediately. If you want to test it, monitor performance and compare it against campaigns without overlays to see if it truly delivers better results for you.
When automation does not mean better
I have witnessed Google launch hundreds of automation features over the past two decades. Every time, they claim it will help advertisers work more efficiently, save time, and achieve better results. And sometimes, that is true.
Yet there are also times when automation goes beyond the advertiser's control, and we realize we have lost the most important thing: control over our own message.
Overlay on videos is a testament to that trend. Google is increasingly interfering deeper into how your ads are displayed, from resizing and shortening videos to adding unwritten text. That can be a convenience. But it is also a reminder that you need to remain vigilant and proactive in managing your advertising account.
And as I often tell my students: automation tools are only useful when you know what they are doing. If you let them do everything without checking, you are playing a game where you do not even know the rules.
How do you feel about Google automatically inserting text onto your video ads without your consent? Is it a convenience that saves you time, or excessive interference with your right to control your brand message? If you are an advertiser running Demand Gen, will you keep this feature or turn it off – and why? Share your perspective below, because in this era of automated AI, every small decision can make a big difference!
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