Google has released a new wave of Demand Gen product updates, moving several features into general availability to help advertisers reach and convert new customers across Google and YouTube surfaces.
One of the biggest upgrades is expanded support for Shoppable Connected TV.
Demand Gen now enables viewers to browse and purchase products directly while watching ads on the big screen through YouTube.
Google said Demand Gen campaigns that include TV screens generate an average of 7% more conversions while maintaining the same return on investment.
Google also introduced Attributed Branded Searches for Demand Gen, giving advertisers visibility into how campaigns drive brand search activity across Google and YouTube.
The metric is designed to help marketers better understand upper- and mid-funnel impact. Activation is currently available through Google account representatives.
For travel advertisers, Demand Gen now supports Travel Feeds.
By connecting a Hotel Center feed, brands can automatically generate video ads that surface real-time pricing, ratings, and availability, helping shorten the path from discovery to booking.
Why This Matters Today
Demand Gen reflects Google’s broader push to merge awareness, consideration, and conversion into a single campaign type.
By adding commerce and attribution features, advertisers can measure performance more clearly while engaging users earlier in their decision-making process.
The updates also signal Google’s growing emphasis on CTV and video commerce as consumer behavior shifts toward streaming-first discovery.
Making ads interactive on the TV screen turns passive viewing into a transaction-ready moment.
Google pointed to results from LG Electronics, which achieved a 24% higher conversion rate compared to paid social campaigns while reaching high-value customers at a 91% lower cost per acquisition using Demand Gen.
Our Key Takeaways:
- Google expanded Demand Gen with shoppable CTV, branded search attribution, and travel feeds.
- Demand Gen ads on TV screens are driving higher conversions at the same ROI.
- Advertisers are using Demand Gen to outperform paid social on efficiency and scale.
You may also want to check out some of our other tech news updates.
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