Google Ads is quietly rolling out a new beta format that could reshape how advertisers plan their top-of-funnel campaigns on YouTube. It’s called “Bumpers + 15 Seconds”, and it lets you combine 6-second bumper ads with 7–15 second non-skippables inside a single ad group.

We’ve seen early testers like Thomas Eccel confirm the format is live for select accounts, and if you’re running awareness or video reach campaigns, it’s worth paying attention.

What this new format actually is

In simple terms, it’s a combo pack of two classic ad units:

• A 6-second bumper ad (unskippable by default)

• A 7–15 second non-skippable in-stream ad

Both are now available in one ad group, rather than requiring separate campaigns or split testing.

This lets you diversify creative length, without segmenting budget or reporting. It’s still early days, but we see this as a more flexible way to build reach + frequency without relying on longer skippable ads or VAST formats.

Why this format could matter (especially for direct response)

Here’s how this format could help tactical advertisers, not just brand marketers:

✅ Better control of storytelling cadence

Shorter ads hit first to prime attention. Then longer ones reinforce the message or offer.

That means:

• 6s bumper can seed curiosity

• 15s can close with visual proof, testimonial, or CTA

You’re effectively creating a mini funnel inside one ad group.

✅ More bite-sized testing per impression

Most of the direct-response wins we’ve seen in the past year came from rapid creative iteration.

This beta format gives you two chances to hook and convert, while keeping reporting consolidated — ideal for fast-learning media buyers running “Unlimited Hooks” testing systems.