Inside Google's November Demand Gen Drop - what top advertisers are testing next

Key Details

Google describes Demand Gen as a campaign type designed for YouTube, the Google app feed, and Gmail placements. The November update adds automation tools, new content controls, and access to additional creative assets within Google Ads.

• New AI Image and Video Enhancements features in Google Ads can automatically create extra image and video variants from existing creatives.
• These variants can be applied across placements to expand the creative mix without additional manual asset production.
• Pathmatics-provided images and videos will become available within Google Ads for import into Demand Gen campaigns.
• This integration will let advertisers reuse creative assets from other platforms inside Demand Gen campaigns.
• Asset Uplift A/B Experiments introduce testing workflows that compare creative sets inside Demand Gen campaigns.
• New suitability controls and excluded content themes now apply to the Google app feed for Demand Gen advertisers.
• Google reports results from an internal Demand Gen experiment covering more than one hundred launches in global H1 2025.
• Across these launches, advertisers saw an average increase of more than 20% in conversions or conversion value.

Background Context

Demand Gen is part of the Google Ads product suite, focused on visually led performance campaigns. These campaigns can reach people across YouTube in-feed and in-stream formats, the Google app feed, and Gmail placements.

Google introduced the Demand Gen campaign type in 2023 as a successor to Discovery campaigns. Google positions Demand Gen as combining audience targeting, creative automation, and measurement tools for demand creation and consideration goals. The November Demand Gen Drop follows earlier monthly updates, including an October release on the Accelerate with Google site.

Brand suitability controls already applied to YouTube and other Google video inventory before this update. Extending suitability settings to the Google app feed applies the same brand controls across additional Demand Gen placements.

Source Citations

• Official Google Ads documentation describes Demand Gen campaigns and supported surfaces: Demand Gen overview.
• Google outlines AI Image capabilities in Google Ads in its help center: AI Image.
• Video creative automation features are documented in the Google Ads help article on video tools: Video Enhancements.
• Google explains Asset Uplift A/B Experiments in this support article: Asset Uplift A/B Experiments.
• Suitability settings for Demand Gen, including inventory types and controls, are detailed here: suitability controls.
• Excluded content categories and themes for Google Ads are covered in this policy resource: excluded content themes.
• Additional information on recent Demand Gen updates appears on the Accelerate with Google site.