In a strategic move to enhance its advertising offerings, Google plans to replace its Video Action Campaigns with a new campaign type called Demand Gen, starting the transition in Q2 2025. Michael Levinson, Vice President and General Manager of Social, Local, and Vertical Ads at Google, emphasized several key enhancements such as allowing advertisers to deploy both video and image ads within a single campaign. Furthermore, the new campaign type will extend ad reach beyond YouTube to include platforms like Discover and Gmail. These changes signify a robust expansion of Google’s advertising ecosystem, targeting a more comprehensive and integrated approach for marketers.
Key Features and Benefits
One of the most notable features of the Demand Gen campaigns is the introduction of lookalike audience segments. This addition aims to improve targeting accuracy by leveraging performance data to identify and reach potential customers who resemble existing high-value users. Improved performance metrics also come as part of this upgrade, offering advertisers more detailed insights into campaign efficacy.
Transition Timeline and Support
The transition to the new system will be phased, beginning with the introduction of a migration tool for manual upgrades in early 2025. Google plans to suspend the creation of new Video Action Campaigns by March 2025 and will automatically upgrade any remaining campaigns to the new format by the second quarter of that year. Google advises advertisers to start experimenting with Demand Gen campaigns now, using the upcoming tools to replicate their current campaign settings while familiarizing themselves with the new features and best practices.
Early Success and Resources
A prime example of the potential success of these new campaigns is evident from DoorDash’s trial of the system, which demonstrated a 15x higher conversion rate and a 50% more efficient cost per action compared to the older Video Action Campaigns. Throughout this transition period, Google is committed to offering unwavering support, including webinars, real-time updates on their Twitter account, and comprehensive guidance available in the Google Ads Help Center. Various resources, such as FAQs and best practices guides, will be made accessible to help advertisers navigate the changes smoothly.
Preparing for the Future
Advertisers must adapt their strategies in preparation for this major platform change, as its true impact on ad performance and user experience will become clearer with the widespread adoption of the Demand Gen campaign type. This development marks a significant shift in Google’s advertising landscape, potentially offering greater efficiency and reach for businesses looking to optimize their marketing efforts.
