Google is expanding Demand Gen features into general availability, enhancing its capacity as a full-funnel performance channel that integrates discovery, video, and commerce across YouTube and Google platforms. The latest updates, highlighted in January’s Demand Gen Drop, include new tools previewed at Google Marketing Live 2025 aimed at helping advertisers reach new customers more effectively.
Key Features and Launches
Shoppable CTV: Now live, this feature allows viewers to browse and purchase products directly from YouTube ads on connected TVs. Demand Gen campaigns that incorporate TV screens generate an average of 7% additional conversions at the same ROI.
Attributed Branded Searches: This new feature provides visibility into the volume of branded searches driven by Demand Gen campaigns on Google and YouTube, helping advertisers quantify their impact. Activation requires contacting a Google representative.
Travel Feeds: Advertisers can connect their Hotel Center feeds to create dynamic video ads showcasing real-time hotel pricing, ratings, and availability, enabling faster conversion from browsing to booking.
Performance Impact
Demand Gen has demonstrated strong performance benefits for advertisers. For example, LG Electronics achieved a 24% higher conversion rate compared to its paid social campaigns while reaching high-value customers at a 91% lower cost per acquisition (CPA).
Summary of Benefits
| Feature | Benefit |
|---|---|
| Shoppable CTV | Enables product browsing and purchasing on YouTube connected TV ads |
| Attributed Branded Searches | Provides data on branded search volume driven by campaigns |
| Travel Feeds | Creates dynamic hotel ads with live pricing, ratings, and availability |
| Campaign Performance | 7% incremental conversions with TV screens at same ROI |
| Advertiser Success (LG) | 24% higher conversion rate, 91% lower CPA compared to paid social |
These enhancements position Demand Gen as a versatile and effective channel for driving discovery, engagement, and conversions across multiple Google surfaces.
