Leveraging visual and YouTube ad extensions for full funnel marketing in 2026

Stop Yelling, Start Showing: Leveraging Visual and YouTube Ad Extensions for Full Funnel Marketing in 2026

The year 2026 isn't just about faster bidding algorithms or smarter AI—it's about the death of the text-only ad.

Think about your own scrolling habits. When a dense block of text interrupts your feed, you glaze over it. But a compelling image or a 6-second, perfectly-cut video? That stops your thumb.

Google knows this. That's why the platform has been rapidly integrating visual and video elements—not just in Display or YouTube, but right within your standard Search and Performance Max campaigns. The main problem for marketers in 2026 is not if you should utilize visuals but rather how to strategically integrate them throughout every level of your customer journey employing the most underappreciated tool: Ad Extensions.

Turning static text advertisements into dynamic, full-funnel experiences that generate brand recognition, stimulate consideration, and finally multiply conversions is your route.

The New Reality: Why Extensions Are No Longer Optional

In the past, Ad Extensions (or "Assets," as Google now prefers to call them) were the bonus track on a hit album—nice to have, but not essential. Today, they are the main feature.

Google's algorithms are always remixing your assets to find the best match in the AI-driven environment of Performance Max (PMax) and Responsive Search Ads (RSAs). per user, on every platform. Giving just text is effectively telling the artificial intelligence to battle with one hand tied behind.

The 2026 Mandate: Your visual and video assets, delivered through extensions, are the critical bridge connecting your high-intent Search traffic with the rich, emotional storytelling of YouTube.

Phase 1: The Full Funnel Blueprint with Visual Assets

To truly leverage visual and YouTube extensions, you must align your assets with the three core stages of the marketing funnel.

1. Awareness (Top of Funnel - ToFu)

At this stage, the goal is simple: get noticed and introduce your brand to people who don't know you exist.

The Tool: Image Extensions (Visual Search) & Discovery Ads
Visual assets at the top of the funnel are used to grab attention quickly and establish a brand vibe.

Image Extensions for Search: These appear alongside traditional Search Ads, transforming a static listing into a billboard.

The Strategy: Use high-quality, aspirational imagery. Don’t show the product specs; show the lifestyle the product enables. A furniture company should show a beautifully decorated living room, not just a close-up of a couch leg.

Goal: Increase Click-Through Rate (CTR) and establish Brand Recall. You’re pre-qualifying the user with an aesthetic before they even read the text.

Discovery campaign visuals place your promotion in very visual, indigenous venues such the Discover feed, Gmail, and the YouTube Home Feed.

Guarantee ideal positioning everywhere by using several aspect ratios: 1.91:1 horizontal, 1:1 square, 4:5 vertical. Concentrate on content that is compelling, passionate, and visually arresting. Should you sell hiking goods, exhibit the mountaintop rather than the backpack zipper.
At a reasonable cost-per-thousand impressions (CPM), broaden reach and on-target impressions.

2. Consideration (Middle of Funnel - MoFu)

Now the user knows you, but they're comparing you to competitors. Your goal is to provide proof, detail, and value.

The Tool: Sitelink Extensions with Description & YouTube View Campaigns (VVCs)
This is where you differentiate yourself. The visuals and videos need to explain why you are the better choice.

Sitelink Extensions with Descriptions: While technically text-based, the extra descriptive real estate makes your ad visually dominate the Search Results Page (SERP).

The Strategy: Link to specific MoFu pages like "Compare Features," "Free Demo," or "Read Customer Success Stories." The Sitelink text should be a benefit, and the description should be the supporting proof.

Example:

• Sitelink: See the 2026 Model
• Description: Watch our 5-min video review of the new features. Zero commitment.
• Target: Increase High-Value Actions (demo sign-ups, whitepaper downloads) as well as drive engagement (time on site).

Designed to maximize views across skippable in-stream and Shorts inventory, YouTube Video View Campaigns (VVCs)

Target your ToFu audience—those who clicked your Discovery ad or viewed your Image Extension—with a more thorough, 30–60 second video. Common objections should be covered, product characteristics highlighted, or a glowing customer testimonial given in this video.

Goal: Shift the audience from knowledge to fascination. The video should seem like a customized, direct follow-up to their first meeting.

3. Conversion (Bottom of Funnel - BoFu)

The user is ready to buy. Your assets must remove all friction and deliver a clear, irresistible Call-to-Action (CTA).

The Tool: Price Extensions & Video Action Campaigns (VACs)
This is the ultimate moment of truth. Make the path to purchase as simple and visually appealing as possible.

Price Extensions: These display up to 8 cards right under your Search ad, showing the product image, name, price, and a direct link.

The Strategy: Don't list your whole catalog. Only show the 3-5 most popular, highest-margin, or best-converting products. The visual nature of the "card" combined with the transparent pricing dramatically increases conversion-ready clicks.

Goal: Increase Conversion Rate (CVR) and Revenue Per Click (RPC) by pre-qualifying the user on price and product.

YouTube Video Action Campaigns (VACs) / Demand Gen: These campaigns automatically optimize for conversions, focusing on a strong CTA button.

The Strategy: Retarget your MoFu audience (people who viewed your VVC video or visited the Demo page) with an extremely short (6-15 second) video. The video’s message should be a final, urgent offer: a discount code, a free trial, or a limited-time bonus. The CTA button is the star here—it should be massive and undeniable.

Goal: Drive Immediate Conversions (purchases, lead form fills) at a low Cost Per Acquisition (CPA).

2026 Best Practices: The AI-Driven Checklist

The key to success in the modern ecosystem is providing the AI with the right ingredients.

Creative Hygiene (Visual & Video)

aspect ration Law of Diversity: Always give 1:1, 1.91:1, and 4:5 pictures as well as 16:9, 1:1, and 9:16 (Shorts) video versions. Low Quality Scores and less exposure will follow from poor AI cropping of your material if you don't.

The No-Text Overlay Rule: For most image extensions, avoid heavy text or excessive branding overlays. Google wants the image to feel native to the platform. Integrate the product or logo subtly within the scene.

Shorts are Non-Negotiable: YouTube Shorts ads are the most effective way to reach the mobile-first, impulse-driven user. Every video campaign should include a 9:16 vertical version.

Technical Setup (Extensions)

Track Clicks on Extensions Separately: Just like with Sitelinks, you need to monitor the performance of your Visual Extensions. If one specific image drives a higher conversion rate, you need to analyze why and replicate that style across your other assets.

Schedule and Segment: Don't show your Call Extensions outside of business hours (unless you have 24/7 support). Don't run Promotion Extensions after the sale has ended. Use Ad Scheduling to maintain relevance, which is a major signal for the AI.

Performance Max as the Funnel Orchestrator: PMax is designed to use all your visual and video assets and serve them across Search, Display, YouTube, and Gmail. It's the ultimate full-funnel campaign type, but it requires you to feed it quality assets for all funnel stages.

Conclusion: Stop Yelling, Start Showing

The digital advertising scene in 2026 is shifting from only strong text-based shouts to a more visual, all-encompassing discussion.

Carefully using visual and YouTube ad extensions—high-quality photos for awareness, in-depth video for consideration, and clear pricing for conversion—stops you from running distinct, siloed campaigns. You create instead a single, strong, end-to-end full-funnel experience that honors the user's journey, harnesses the power of visual narrative, and produces expected, scalable revenue. The era of the all-in-one visual ad journey is here, and those who master the extensions will own the customer.