Google is doubling down on Demand Gen as one of its fastest-growing performance products.
In the first half of 2025, advertisers using Demand Gen saw a more than 20 percent lift in conversions or conversion value, demonstrating the power of these placements across YouTube and Google’s most visual surfaces.
Now, a fresh wave of features is rolling out to help brands scale even further during the holiday rush.
The update includes AI Image and Video Enhancements that automatically generate optimized variations of creative assets, allowing campaigns to reach more audiences with less manual work.
Google is also adding Pathmatics-provided images and videos directly inside Google Ads, making it possible to import winning creatives from other platforms with a single click.
New Asset Uplift A/B Experiments simplify creative testing, and updated suitability controls for Discover give advertisers more oversight of where their ads appear.
Key Takeaways:
- AI Image and Video Enhancements automatically produce optimized creative variations for better scalability.
- Pathmatics assets let advertisers lift top-performing creatives from other platforms into Demand Gen with ease.
- New A/B testing tools and expanded brand safety controls strengthen creative and placement strategy.
You may also want to check out some of our other recent updates.
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