The company is promoting its "video extensions" initiative to advertisers and agencies as a way of combining the benefits of brand advertising with the targeted relevance of search.
The videos play automatically beneath brands' standard AdWords paid-search ads. An embedded URL allows users to click through to a branded website. Advertisers will be charged per 10 seconds of video at the same maximum cost-per-click as the keywords on which they are bidding.
The format is likely to be of greatest benefit to entertainment and technology brands that run film trailers and product demonstrations.
The ad format is currently in beta testing in the US. Google declined to comment on plans for a UK launch.
In September Google announced it would be rolling out "product extensions" in the UK, enabling advertisers to boost the relevance and detail of AdWords ads through the inclusion of images or maps alongside text.
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