Running Demand Gen like it’s 2023? Yeah… Google’s moved on. And you’ve got options.
Google's Demand Gen Campaigns are their play to help advertisers reach users earlier in their journey, when they’re discovering and exploring (not when they’re ready to buy).
The 2025 updates?
They finally show Google’s paying attention to what advertisers need: smarter automation and more control.
AI is doing the heavy lifting, while better reporting tools put real insights back in our hands.
Let's break down the key updates this year and how to apply them.
The Reporting Glow-Up You Can’t Ignore
Google is clearly chasing social platforms with these updates. They are aiming to compete with Meta, LinkedIn, Pinterest, and TikTok.
You can see it in this update:
- More visual placements (Image Extensions, Shorts, Discover)
- Smarter audience expansion
- Attribution changes that mirror social reporting
New columns only for Demand Gen give us better visibility.
But here’s the kicker: you have to know how to actually use them.
So how do you use it?
If you want real value out of this update:
- Use it to compare Demand Gen to social-style platforms (Meta, LinkedIn), NOT to other Google Ads products like Search, Display, or Performance Max. (Different game. Different rules.)
- Don’t pit it against Search or Shopping
Demand Gen plays a different role in the funnel and attribution reflects that. - Focus on directional impact across your core KPIs
Is the delta between standard conversions and platform comparable conversions positive or negative? Use that to guide your story.
Placement-First Testing: The Only Way to Play
If you're building the same creative for YouTube, Gmail, and Discover? You're doing it wrong. Each placement has a different context and user mindset.
Here's how to think about it:
- YouTube: Your creative has 5 seconds to hook, or you’re toast
- Gmail: It's an inbox fight. Subject line = everything
- Discover: Thumb-scrolling boredom killers only
And now with Google Display Network placements inside Demand Gen, I had a mini panic moment.
One thing I loved about Demand Gen was that it wasn’t Display.
But then... I realized we can now choose where we show up.
This unlocks a whole new world of placement testing and optimization.
We can now lean into placement testing and optimizing. We can now choose specific placements across Youtube (which is fantastic with the deprecation of Action campaigns) and even serve exclusively on Youtube Shorts by allowing a new vertical video format.
💡 Start looking at performance by placement in your current campaigns NOW to set up your testing roadmap.
We can actually measure and optimize smarter—not just hope for the best. I am also excited to test the new automated video shortening feature to allow us to optimize video for different placements. I love a good AI update!
💡 Different placements=different user moods. Test creative and messaging across different placements.
So… Now What?
With smarter reporting, stronger audience tools, and placement-level control, Demand Gen is finally starting to live up to its name.
Can Demand Gen campaigns actually start generating demand?
In 2025... it’s officially on my bingo card. 🎯
Ready to start testing with 2025's latest updates? Let's go.
