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# Google to upgrade Video Action Campaigns to Demand Gen
- URL: https://www.ai-360.online/google-to-upgrade-video-action-campaigns-to-demand-gen/
- Published: 2024-09-06T11:31:00.000Z
- Updated: 2026-11-04T11:11:55.000Z
- Description: Google will move Video Action Campaigns to Demand Gen from the second quarter of 2025, saying video plus image assets lift conversions by 20%.
- Author: AI-360
- Tags: 1. Enterprise AI, News, google

Google plan to upgrade its Video Action Campaigns to Demand Gen campaigns starting in Q2 2025, aiming to boost advertiser performance through multi-format content strategies.

The tech giant revealed that advertisers who utilised both video and image assets in Demand Gen campaigns saw 20% more conversions at the same cost per action compared to those using video assets alone. This upgrade will expand advertisers' reach to approximately 3 billion monthly users across YouTube, Discover, and Gmail platforms.

Nicky Rettke, Director of Product Management at Google Ads, stated, "We're bringing the best of Video Action Campaigns and Demand Gen together to help advertisers capture emerging demand and drive growth."

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Key features of the Demand Gen campaigns include tailored, multi-format creative storytelling, more specific audience targeting with Lookalike segments, omnichannel bidding (coming in beta), and third-party verification with YouTube brand safety partners.

Google has outlined a phased approach for the transition, encouraging advertisers to start running Demand Gen campaigns immediately. A migration tool will be introduced in early 2025 to assist in upgrading existing Video Action Campaigns.

The company cited success stories, including food delivery platform DoorDash, which reported a 15x higher conversion rate at a 50% more efficient cost per action using Demand Gen compared to Video Action Campaigns.

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