Google is rolling out significant updates to Demand Gen campaigns, giving advertisers more control, creative flexibility, and improved performance tracking. Here’s a breakdown of the key changes:

1) More control over where your ads appear

Starting in March, advertisers will have expanded channel controls, allowing them to choose where their ads run across YouTube, Discover, and Gmail. Additionally, Google Display inventory will be added, reaching 90% of the global internet population.

2) Enhanced creative options

Demand Gen will now support 9:16 vertical image ads on YouTube Shorts for a more immersive experience. Advertisers will also gain tools to create shorter video versions at scale, making ad production more efficient. A revamped ad creation flow will also improve customization and collaboration.

3) Stronger retail capabilities

For retailers using Google Merchant Center, Demand Gen will soon support product feeds, enabling seamless product discovery within ads. Local offer ads will display real-time inventory, helping drive in-store visits.

4) Improved performance reporting

New reporting columns in Google Ads will provide a clearer comparison between Demand Gen campaigns and paid social efforts, offering more insights for budget decisions.

5) Video action campaigns transitioning to Demand Gen

Google is phasing out Video Action Campaigns in favor of Demand Gen. Starting in April, advertisers won’t be able to create new Video Action Campaigns, and by July, existing campaigns will be automatically upgraded. Google recommends using the upcoming upgrade tool (available in March) to maintain settings and performance continuity.

These updates aim to improve ad engagement and drive better results across Google’s most visual platforms. Find all the details in Google’s official announcement.