Google Expands Demand Gen Features Ahead of Holiday Season

Google is rolling out new updates to help advertisers get better results from its Demand Gen campaigns. The company says performance keeps improving across YouTube and other visual surfaces. These Demand Gen upgrades arrive just in time for the busy holiday season.
Earlier this year, Google launched more than one hundred Demand Gen improvements. As a result, advertisers reported an average boost of over 20% in conversions or conversion value. This trend shows how visual formats and AI driven tools continue to shape modern advertising.
Google is adding more features Now, Google is adding even more features to support creative scale. For example, AI Image and Video Enhancements will automatically generate new versions of ads. This helps marketers test more ideas quickly. In addition, these enhancements allow teams to optimize their creative without spending extra time on manual edits.
Google is also introducing access to Pathmatics provided images and videos. This change lets advertisers lift top-performing assets from other platforms and use them directly in Demand Gen. Therefore, brands can reuse winning creative to reach fresh audiences across Google’s surfaces.
Assets Uplift A/B Experiment Another helpful update is Asset Uplift A/B Experiments. These tests make it easier to compare creative variations and choose the best-performing assets. The process feels simple, and it gives teams more confidence in their decisions.
Google is also expanding brand safety tools. New suitability controls and excluded content themes are now available for Discover feed placements. These settings offer more control over where ads appear, which supports brand reputation and audience trust.
Overall, these updates give advertisers stronger tools for creative testing, campaign growth, and safe placements. The upgrades also reflect Google’s broader push to enhance performance and streamline workflows for the holidays.