Demand Gen updates: new ways to supercharge your campaigns!

The digital world is getting more visual, and if your ads aren’t keeping up, you’re leaving money on the table. Google’s latest Demand Gen updates are designed to help ecommerce brands stand out, reach high-intent shoppers, and drive better performance across YouTube, Discover, and Gmail.

Take control of where your ads appear

Tired of your ads popping up in the wrong places? With the new channel controls, you can now fine-tune where your Demand Gen ads show up, whether on YouTube Shorts, Discover, or Gmail. This means more precision, better targeting, and stronger results for your campaigns. And if you want to scale even further, Demand Gen is now tapping into Google Display inventory, expanding your reach across 90% of the internet.

Make your creative work harder

Great ads don’t just blend in, they stop the scroll. Google is rolling out new tools to help you craft high-impact creatives:

👉 9:16 vertical image ads for a seamless Shorts experience.
👉 Video enhancements to resize, repurpose, and shorten video assets at scale.
👉 A better ad creation flow, giving you more control over automated edits and previewing ads with your team before they go live.

More variety in your creatives = better engagement. Simple.

Turn clicks into conversions

For ecommerce brands, it’s all about moving shoppers from interest to checkout… and fast. Demand Gen is introducing:

🛍️ Product feeds (linked to your Merchant Center) so customers can explore full product details straight from your ads.
📍 Local offers, showing real-time product availability to drive in-store visits.
📊 Omnichannel bidding, helping you optimise for both online and offline sales.

With these upgrades, your ads won’t just attract clicks, they’ll drive actual sales!

Better insights means smarter decisions

Want to see how your Google campaigns stack up against paid social? New reporting columns now offer clearer performance comparisons, including view-through conversions to help you measure impact more accurately.

So, what does this mean for you?

With Video Action Campaigns set to fully transition to Demand Gen by July, now’s the time to upgrade and optimise. Brands already making the switch are seeing higher ROAS, lower CPAs, and better performance compared to paid social.

Demand Gen is not just another ad format, it’s a smarter way to create demand, capture attention, and drive real results. 

Ready to make the most of it?