Google is back with more “upgrade” talk.
If you’ve been relying on Google’s Video Action Campaigns to drive conversions, it’s time to brace for another change. They’re transforming Video Action Campaigns into Demand Gen campaigns.
Starting in Q2 2025, advertisers will need to pivot toward Demand Gen to stay competitive.
So what’s new, and why should you care?
More Formats, More Conversions
Gone are the days of solely focusing on video ads. Demand Gen campaigns mix both video and image assets, bringing a multi-format strategy to the table. And if that doesn’t sound enticing yet, Google claims that advertisers who integrated both video and image saw 20% more conversions without an uptick in cost.
With tailored creative storytelling, you can now customize where your content appears.
Have a viral hit on YouTube Shorts? Pin it there to keep the momentum going.
With Demand Gen, your ads will also reach audiences across Discover and Gmail, expanding your reach to up to 3 billion users. Yes, billion, with a “B.”
Speaking of Audiences…
Targeting in Demand Gen gets a serious upgrade. Leveraging Lookalike segments, you can now zero in on people who are more likely to love your product—because they’re already fans of something similar. Imagine if you could advertise directly to everyone who already reads your blog… only now they’re not just blog readers, they’re potential customers.
Bidding and Control
In the coming months, omnichannel bidding will roll out in beta, allowing you to manage campaigns across channels more effectively. Plus, if you’re big on brand safety, third-party verification with YouTube and Google’s video partners is available to ensure your ads are exactly where they need to be.
Timeline of the Changes
The transition to Demand Gen is set to be relatively smooth. By March 2025, you won’t be able to create new Video Action Campaigns, but existing campaigns will still run until Q2, when they’ll automatically migrate. For those who prefer to avoid surprises, there’s a handy migration tool coming in early 2025. Or you can take matters into your own hands today with a “copy-and-paste” tool to duplicate your Video Action Campaigns into shiny new Demand Gen campaigns.