diff --git a/scio-google-cloud-platform/src/main/scala/com/spotify/scio/bigquery/client/TableOps.scala b/scio-google-cloud-platform/src/main/scala/com/spotify/scio/bigquery/client/TableOps.scala
index ec7799d505..23230c1561 100644
--- a/scio-google-cloud-platform/src/main/scala/com/spotify/scio/bigquery/client/TableOps.scala
+++ b/scio-google-cloud-platform/src/main/scala/com/spotify/scio/bigquery/client/TableOps.scala
@@ -228,6 +228,57 @@ final private[client] class TableOps(client: Client) {
   def exists(tableSpec: String): Boolean =
     exists(bq.BigQueryHelpers.parseTableSpec(tableSpec))
 
+  /**
+   * This is annoying but the GCP BQ client v2 does not accept BQ json rows in the same format as BQ
+   * load. JSON column are expected as string instead of parsed json
+   */
+  private def normalizeRows(schema: TableSchema)(tableRow: TableRow): TableRow =
+    normalizeRows(schema.getFields.asScala.toList)(tableRow)
+
+  private def normalizeRows(fields: List[TableFieldSchema])(tableRow: TableRow): TableRow = {
+    import com.spotify.scio.bigquery._
+
+    fields.foldLeft(tableRow) { (row, f) =>
+      f.getType match {
+        case "JSON" =>
+          val name = f.getName
+          f.getMode match {
+            case "REQUIRED" =>
+              row.set(name, row.getJson(name).wkt)
+            case "NULLABLE" =>
+              row.getJsonOpt(name).fold(row) { json =>
+                row.set(name, json.wkt)
+              }
+            case "REPEATED" =>
+              row.set(name, row.getJsonList(name).map(_.wkt).asJava)
+          }
+        case "RECORD" | "STRUCT" =>
+          val name = f.getName
+          val netedFields = f.getFields.asScala.toList
+          f.getMode match {
+            case "REQUIRED" =>
+              row.set(name, normalizeRows(netedFields)(row.getRecord(name)))
+            case "NULLABLE" =>
+              row.getRecordOpt(name).fold(row) { nestedRow =>
+                row.set(name, normalizeRows(netedFields)(nestedRow))
+              }
+            case "REPEATED" =>
+              row.set(
+                name,
+                row
+                  .getRecordList(name)
+                  .map { nestedRow =>
+                    normalizeRows(netedFields)(nestedRow)
+                  }
+                  .asJava
+              )
+          }
+        case _ =>
+          row
+      }
+    }
+  }
+
   /** Write rows to a table. */
   def writeRows(
     tableReference: TableReference,
@@ -262,7 +313,7 @@ final private[client] class TableOps(client: Client) {
       case WriteDisposition.WRITE_APPEND =>
     }
 
-    service.insertAll(tableReference, rows.asJava)
+    service.insertAll(tableReference, rows.map(normalizeRows(schema)).asJava)
   }
 
   /** Write rows to a table. */
diff --git a/scio-google-cloud-platform/src/main/scala/com/spotify/scio/bigquery/syntax/TableRowSyntax.scala b/scio-google-cloud-platform/src/main/scala/com/spotify/scio/bigquery/syntax/TableRowSyntax.scala
index bd56f5dae8..69283fdf0b 100644
--- a/scio-google-cloud-platform/src/main/scala/com/spotify/scio/bigquery/syntax/TableRowSyntax.scala
+++ b/scio-google-cloud-platform/src/main/scala/com/spotify/scio/bigquery/syntax/TableRowSyntax.scala
@@ -121,9 +121,10 @@ object TableRowOps {
   }
 
   def json(value: AnyRef): Json = value match {
-    case x: Json   => x
-    case x: String => Json(x)
-    case _         => throw new UnsupportedOperationException("Cannot convert to json: " + value)
+    case x: Json     => x
+    case x: TableRow => Json(x)
+    case x: String   => Json(x)
+    case _           => throw new UnsupportedOperationException("Cannot convert to json: " + value)
   }
 
   def bignumeric(value: AnyRef): BigNumeric = value match {
diff --git a/scio-google-cloud-platform/src/test/scala/com/spotify/scio/bigquery/types/ConverterProviderSpec.scala b/scio-google-cloud-platform/src/test/scala/com/spotify/scio/bigquery/types/ConverterProviderSpec.scala
index 580fb6f092..db927444fa 100644
--- a/scio-google-cloud-platform/src/test/scala/com/spotify/scio/bigquery/types/ConverterProviderSpec.scala
+++ b/scio-google-cloud-platform/src/test/scala/com/spotify/scio/bigquery/types/ConverterProviderSpec.scala
@@ -59,6 +59,7 @@ final class ConverterProviderSpec
       value <- Gen.alphaStr
     } yield Json(s"""{"$key":"$value"}""")
   )
+
   implicit val eqByteArrays: Eq[Array[Byte]] = Eq.instance[Array[Byte]](_.toList == _.toList)
   implicit val eqByteString: Eq[ByteString] = Eq.instance[ByteString](_ == _)
   implicit val eqInstant: Eq[Instant] = Eq.instance[Instant](_ == _)