Google has just introduced a new campaign goal inside Demand Gen campaigns — YouTube Engagements.

This update was first spotted by Mihai-Adrian Ciurea. Until now, Demand Gen was heavily focused on Display, but YouTube is clearly stepping into the spotlight.

📌 What’s new?

With this update, advertisers can now run YouTube Video Ads inside Demand Gen campaigns using the YouTube Engagements goal.

Here’s what you need to know:

• ✅ Video ads only — This goal supports only YouTube video content.

• 🚫 No shopping feed — You won’t be able to add a product feed to these campaigns.

• ⚠️ Channel control errors — If you try to use custom channel controls, you’ll get an error unless you select YouTube channels specifically.

🎯 What’s the added value?

One of the biggest benefits is optimization for YouTube channel subscriptions. You can now track subscriptions or even use them as a direct bidding goal, making this a powerful tool for building long-term brand engagement.

💡 Why it matters

This update shows how Google is merging YouTube and Display into a unified Demand Gen machine, aiming to cover more of the mid- and upper-funnel marketing strategies.

We’re witnessing the evolution of Demand Gen into a more versatile, engagement-focused campaign type — perfect for brands looking to grow awareness and build a loyal audience across platforms.