Google introduced Demand Gen Drops, a monthly update series for Demand Gen campaigns in Google Ads. The 2025 debut focuses on measurement, bidding, and creative updates for YouTube advertisers. Full details are available in the Google Ads Help Center.
Key details
- Google reports Demand Gen delivered a 26% increase in conversions per dollar over the past year, based on internal data collected in February to March 2025.
- Conversion lift now supports lower spend and conversion volumes. Tests can run at the manager account level or at the campaign level to measure incrementality across multiple campaign types.
- Platform comparable conversion columns provide an alternate view aligned with default attribution used on other platforms, aiding cross-platform reporting.
- Omni-channel bidding optimizes to total sales by including both online and offline conversions using imported store sales or offline conversion data.
- Local offers surface in-store promotions to nearby shoppers from a Merchant Center setup, highlighting deals for nearby retail locations.
- Promotion assets add ad annotations that call out promotions and key dates across relevant formats.
- Google cites more than 60 AI-powered updates to ramp time, bidding, and related capabilities over the past year, attributing the reported performance gains to these improvements.
Background
Demand Gen is a Google Ads campaign type for visually rich ads across YouTube, Discover, and Gmail.
Conversion lift measures incremental conversions using test and control methodology. Platform comparable conversion columns mirror common attribution defaults from other platforms to support consistent reporting. Omni-channel bidding combines online and offline conversions for optimization. Local offers are managed in Merchant Center to promote in-store discounts. Promotion assets annotate ads with promotional text, codes, and timelines.
Sources
- Demand Gen campaigns overview - Google Ads Help Center
- Conversion lift - Google Ads Help Center
- Platform comparable conversion columns - Google Ads Help Center
- Omni-channel bidding and store sales - Google Ads Help Center
- Local offers - Merchant Center Help
- Promotion assets - Google Ads Help Center
- Google Ads Help Center
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