Google adds AI creative and reporting tools to Demand Gen

Google is introducing a fresh set of updates to its Demand Gen campaigns, giving advertisers new ways to boost creative performance, expand their reach across YouTube, and sharpen campaign measurement.

Originally built to spark discovery and drive conversions across Google’s visual surfaces, Demand Gen is now getting smarter. The latest changes aim to reduce creative friction while offering advertisers clearer signals about what’s actually working in their campaigns.

According to Google, these upgrades arrive as YouTube continues to prove its strength in customer acquisition. The company points to research from Measured, which found that 72% of incremental conversions on YouTube come from new customers.

What’s new. Demand Gen campaigns will soon support expanded video resizing capabilities. Advertisers will be able to automatically transform creative across additional aspect ratios, including vertical-to-square, vertical-to-landscape, and square-to-landscape.

This update is designed to make it easier to adapt existing assets for different YouTube placements without the need to manually produce multiple versions of the same creative.

Why we care. Expanded video resizing helps existing creative fit more YouTube placements. Gemini now offers AI-powered recommendations to optimize assets before launch. And new web-to-app measurement gives marketers a clearer picture of how Demand Gen campaigns drive app installs and overall return on ad spend.

Gemini joins the creative workflow. Google is also embedding Gemini-powered recommendations directly into the Demand Gen campaign creation process. When advertisers select image and video assets, Gemini will provide automated suggestions on how to optimize creative for YouTube, helping marketers improve asset selection before campaigns go live.

Better app measurement. Demand Gen now includes Web to App Acquisition Measurement, allowing advertisers to track when web campaigns lead users to install an app. This new reporting provides a more complete view of campaign performance by attributing app installs generated through Demand Gen campaigns, helping advertisers better understand the full impact of their media spend.

The bottom line. Google’s latest Demand Gen updates combine AI-powered creative guidance, more flexible video optimization, and expanded measurement capabilities. Together, they help advertisers improve campaign performance while gaining clearer visibility into customer acquisition.