{"id":36326,"date":"2024-09-19T10:29:11","date_gmt":"2024-09-19T04:59:11","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=36326"},"modified":"2024-09-26T15:14:53","modified_gmt":"2024-09-26T09:44:53","slug":"google-ads-upgrades-video-action-campaigns-demand-gen-2025","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/google-ads-upgrades-video-action-campaigns-demand-gen-2025\/","title":{"rendered":"Google Ads to Upgrade Video Action Campaigns to Demand Gen in 2025"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In Q2 2025, <a href=\"https:\/\/docs.google.com\/document\/d\/1yAcOC-TE54ihlDnOv_MfM6abBXYOYXY7dBKdR61rwgY\/edit?pli=1#heading=h.b9h7cu8fcbfu\" rel=\"nofollow noopener\" target=\"_blank\">Google Ads<\/a> will transition its Video Action Campaigns (VAC) into the more robust <strong>Demand Gen<\/strong> format, offering advertisers greater reach, creative flexibility, and improved targeting capabilities. This update marks a significant shift in how advertisers can capture demand, driving growth with a multi-format, multi-platform approach.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/google-ads-upgrades-video-action-campaigns-demand-gen-2025\/#Whats_changing\" >What\u2019s changing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/google-ads-upgrades-video-action-campaigns-demand-gen-2025\/#Why_does_this_matters\" >Why does this matters?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/google-ads-upgrades-video-action-campaigns-demand-gen-2025\/#Key_benefits_of_the_upgrade\" >Key benefits of the upgrade<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/google-ads-upgrades-video-action-campaigns-demand-gen-2025\/#Transition_timeline\" >Transition timeline<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/google-ads-upgrades-video-action-campaigns-demand-gen-2025\/#Success_stories\" >Success stories<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/google-ads-upgrades-video-action-campaigns-demand-gen-2025\/#Bottom_line\" >Bottom line<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Whats_changing\"><\/span><strong>What\u2019s changing?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.themediaant.com\/blog\/how-to-craft-high-converting-google-ads-campaigns\/\">Google Ads<\/a> is set to merge Video Action Campaigns (VAC) into the more versatile <strong>Demand Gen<\/strong> campaigns in Q2 2025. This change is designed to enhance advertisers&#8217; ability to tap into emerging demand and optimize campaigns through an integrated approach that combines video and image assets. With Demand Gen, Google promises advertisers an increased potential to boost performance while maintaining cost efficiency.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_does_this_matters\"><\/span><strong>Why does this matters?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers currently using VAC could experience substantial gains by shifting to Demand Gen campaigns. According to Google\u2019s internal data, combining video and image assets within Demand Gen can drive <strong>20% more conversions at the exact cost per action (CPA)<\/strong> compared to relying on video alone. This data reinforces the value of leveraging diverse ad formats to enhance user engagement and conversions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Key_benefits_of_the_upgrade\"><\/span><strong>Key benefits of the upgrade<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Expanded reach:<\/strong> Demand Gen campaigns will enable advertisers to engage with up to <strong>3 billion monthly users<\/strong> across Google platforms such as YouTube, Discover, and Gmail, giving brands unprecedented access to potential customers.<\/li>\n\n\n\n<li><strong>Creative flexibility:<\/strong> Advertisers can now run both video and image ads within a single campaign, with granular insights available to optimize creative strategies. This flexibility allows for more dynamic and engaging ad experiences tailored to different audiences.<\/li>\n\n\n\n<li><strong>Enhanced targeting capabilities:<\/strong> With <strong>Lookalike segments<\/strong>, Demand Gen campaigns help brands reach new audiences that are similar to their existing customer base, increasing the chances of conversion. Advanced targeting features will enable advertisers to fine-tune their reach and ensure their ads land in front of the right users.<\/li>\n\n\n\n<li><strong>Consistent performance:<\/strong> Google assures a smooth transition for advertisers accustomed to video-only assets in VAC. Advertisers who have already made the shift to Demand Gen have reported performance on par with VAC, ensuring a reliable handover without risking results.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Transition_timeline\"><\/span><strong>Transition timeline<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Now:<\/strong> Advertisers are encouraged to start testing Demand Gen campaigns and explore its advanced features to become familiar with the new format.<\/li>\n\n\n\n<li><strong>Early 2025:<\/strong> Google will launch a <strong>migration tool<\/strong> to facilitate manual upgrades from VAC to Demand Gen, providing an option for advertisers to control the transition process.<\/li>\n\n\n\n<li><strong>March 2025:<\/strong> Creation of new VACs will be disabled, ensuring that all new campaigns are set up under the Demand Gen framework.<\/li>\n\n\n\n<li><strong>Q2 2025:<\/strong> Google will automatically upgrade all remaining VACs to Demand Gen, completing the transition.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Success_stories\"><\/span><strong>Success stories<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To showcase the benefits of Demand Gen, Google highlighted the case of <strong>DoorDash<\/strong>, a leading U.S.-based food delivery service. According to Google, DoorDash saw a <strong>15x higher conversion rate<\/strong> and a <strong>50% improvement in CPA<\/strong> after adopting Demand Gen over VAC. This example underscores how the new campaign format can drive more efficient and impactful advertising results.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bottom_line\"><\/span><strong>Bottom line<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This update reflects Google&#8217;s strategic effort to align advertising solutions with evolving consumer behaviors and preferences. As video and image-based formats continue to dominate digital engagement, the shift to Demand Gen provides advertisers with the tools to keep pace with these trends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For advertisers, the best course of action is to begin testing Demand Gen alongside VAC now to gain a competitive edge before the official upgrade. With the ability to drive stronger, more cost-effective results, early adoption of Demand Gen could put brands ahead of the curve in the ever-competitive digital landscape.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In Q2 2025, Google Ads will transition its Video Action Campaigns (VAC) into the more robust Demand Gen format, offering advertisers greater reach, creative flexibility, and improved targeting capabilities. This&#8230;<\/p>\n","protected":false},"author":34427,"featured_media":36350,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[3698],"tags":[],"class_list":["post-36326","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2024\/09\/Feature-Image-2-6.png?fit=1024%2C760&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/36326","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34427"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=36326"}],"version-history":[{"count":1,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/36326\/revisions"}],"predecessor-version":[{"id":36332,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/36326\/revisions\/36332"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/36350"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=36326"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=36326"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=36326"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}