Consumers today expect multi-format content experiences as they research, compare and buy new products and services. To help advertisers capture emerging demand and drive growth, we’re bringing the best of Video Action Campaigns and Demand Gen together. Starting in Q2 2025, Video Action Campaigns, also known as video conversion campaigns, will be upgraded to Demand Gen campaigns.

Advertisers using Video Action Campaigns will drive stronger performance by adopting a multi-format strategy with Demand Gen today. In fact, advertisers who uploaded both video and image assets to Demand Gen saw 20% more conversions at the same cost per action than those who uploaded video assets only. What’s more, you’ll get a suite of powerful features in Demand Gen to help you achieve greater results:

• Expanded reach: Engage with up to 3 billion monthly users by expanding your reach from YouTube to Discover and Gmail.
• Tailored, multi-format creative storytelling: Run video and image ads in one campaign and get granular insights segmented by formats for creative optimization. Bring the excitement and innovation of creators right into your campaigns with partnership ads powered by BrandConnect. Control where your video assets appear with creative preferences, ensuring optimal placement across various surfaces. For example, if you’ve developed an ad with a creator that’s really popular on YouTube Shorts, you can pin it to the surface so it shows up there more often.
• More relevant, specific audiences: With Lookalike segments, you can reach more audiences who are similar to those who already love your brand.

We’re also bringing the top features that you love about Video Action Campaigns to Demand Gen — omnichannel bidding will be available in beta in the coming months, support for buying Demand Gen campaigns in Display and Video 360 will be rolling out in October, and third-party verification with YouTube brand safety partners and Google video partners inventory are now available in Demand Gen. Finally, you’ll maintain similar performance with your existing video assets — on average, advertisers who only run video ads with Demand Gen saw similar conversions to their Video Action Campaigns at a similar cost per action.