Google Ads tests Video Campaign Groups for cross-campaign reach and frequency

Google Ads is rolling out Video Campaign Groups in beta, giving advertisers a way to group eligible Video and Demand Gen campaigns and manage their combined reach and frequency.

The key feature. Google is adding cross-campaign reach and frequency optimization. Advertisers can choose to increase overall campaign group reach by deduplicating audiences across eligible campaigns or set a campaign group frequency target to coordinate how often people are reached.

How it works. The new setup includes controls to “Optimize your campaign group reach and frequency,” with options to increase campaign group reach or set a campaign group frequency target.

Why we care. This could be particularly useful for brands running several upper-funnel campaigns simultaneously. Rather than optimizing frequency within individual campaigns while unknowingly hitting the same people elsewhere, advertisers could manage exposure at a broader campaign-group level.

Yes, but. The big question is how much optimization Google is actually doing behind the scenes. Aggregated reporting and deduplicated reach are useful, but the bigger value will come if Google can intelligently coordinate delivery across campaigns rather than simply provide a cleaner view of overlapping exposure.

The bottom line. Video Campaign Groups could give advertisers a better way to understand and control cross-campaign audience exposure but the real test will be whether Google’s optimization meaningfully reduces wasted frequency and expands incremental reach.

First spotted. This update was spotted by Google Ads expert Bia Camargo who shared spotting this update on LinkedIn.