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Are AI video creatives actually lifting PPC performance?
Posted by on October 22, 2026 at 5:16 amWe have been running the same static image sets across three ad accounts for about six months. CPMs keep creeping up while CTR sits flat, so last month we started rotating short AI-generated video clips into the exact same ad groups to find out whether motion actually moves the needle or is just another creative fad.
The real bottleneck was turnaround. We need eight to ten variations per audience just to keep frequency under control, and a normal production pipeline cannot deliver that inside a week. So we generated the base clips in house, mostly with Kling 3.0 AI video generator, which does multi-shot sequences and keeps native audio, meaning no dubbing or re-recording afterwards.
Directional numbers after four weeks on the same budget and the same targeting: CTR moved from 1.1% to 1.6%, and cost per landing page view dropped around 18%. Small sample, so please read it as a signal rather than proof. The surprise was that the overly polished clips underperformed and the rougher, almost handheld looking ones won.
How are the rest of you handling creative fatigue? Do you batch generate on a schedule, or only refresh when performance starts to dip? I would also like to hear whether anyone has seen video creatives hurt Quality Score on Search campaigns when the landing page itself is still mostly static.
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