Google just announced AI creative, omnichannel budgets, loyalty tools across Google Ads and YouTube - what changes now

Google Ads rolls out new creative and omnichannel tools

Google added generative features to Asset Studio and Product Studio to help teams create campaign and product assets faster. Product Studio now supports scene swapping, background replacement, and short video creation from images or text. Google also introduced campaign concept suggestions within creative workflows.

Budgets and pacing

• Campaign total budgets now span Search, Performance Max, Shopping, Demand Gen, and YouTube.
• Advertisers can set total budgets for 3-90 day periods with defined start and end dates.
• Google systems will pace spend across the selected period based on demand signals.

Objectives, formats, and placements

• Demand Gen can optimize to total sales as a cross-channel objective, covering online, in-app, and in-store conversions.
• Local offers can surface in-store promotions to nearby shoppers.
• YouTube is adding a Creator partnerships hub to facilitate brand-creator collaborations.
• The YouTube Masthead is now shoppable, with product selections tied to campaign goals.

Merchant Center and insights

• AI-powered insights in Google Merchant Center will provide tips based on product and performance data.

Loyalty and retention

• Loyalty features enable member-only pricing and shipping benefits in applicable placements.
• Retention goals in loyalty mode are available for Performance Max and Standard Shopping.

Background

Google introduced Demand Gen in 2023 as the successor to Discovery campaigns. Product Studio also launched in 2023 to help merchants create product imagery with generative tools. Since then, Google has expanded AI features across Performance Max, Merchant Center, and YouTube surfaces.

Source citations

Official information is available from Google-owned channels below.

• Google Ads & Commerce blog
• Google Ads Help Center
• Google Merchant Center Help Center
• YouTube Official Blog