Google Ads is making a big change. Starting in Q2 2025, they’re phasing out Video Action Campaigns (VACs) and replacing them with Demand Gen campaigns. If you’re using Google Ads, this `will affect how you run your ads. But don’t worry—I’ll break it all down for you.
Let’s examine Demand Generation campaigns, what’s new, and how you can start preparing now.
What Are Demand Gen Campaigns?
Demand Gen campaigns are all about giving you more flexibility. You can run both video and image ads in a single campaign with these campaigns. That’s right; there will be no more juggling separate campaigns for different formats.
It’s part of Google’s push to make it easier for advertisers to connect with their audiences across multiple platforms, like YouTube, Discover, and Gmail. Using video and image ads together gives you a better chance of catching someone’s eye—no matter where they’re hanging out online.
What’s Changing with the Transition?
Here are some of the big updates you’ll see with Demand Gen campaigns:
- Multi-Format Ads: You can now run both video and image ads within the same campaign. This gives you more room to get creative and test what works best.
- Bigger Reach: With Demand Gen, your ads can reach up to 3 billion monthly users across YouTube, Discover, and Gmail.
- Better Targeting: New features like Lookalike segments will help you target people similar to your existing customers.
- Improved Results: Early tests show that using video and image formats in a campaign boosted conversions by 20% and didn’t cost advertisers any extra per action.
Why Does Multi-Format Matter?
Mixing video and image ads in the same campaign is a big deal. People engage with different types of content. Some might get hooked by a video, while others might notice an image ad later on Gmail.
By having both formats in one campaign, you can keep your audience interested across multiple platforms. For instance, someone might watch your video on YouTube and then see an image reminder when they check their inbox. It’s like hitting them from two angles.
This approach allows you to test different formats and see what performs better. The more you experiment, the more you learn about your audience’s response.
Reaching More People Across Google’s Platforms
One of the best parts of this change is the huge reach you’ll get. Google Ads’ ecosystem covers platforms like YouTube, Discover, and Gmail, which boast over 3 billion monthly users.
That’s a lot of eyes on your ads.
Whether someone is watching a video, scrolling through their inbox, or browsing Discover, your ads can pop up in front of them. This can help you increase brand awareness and attract new customers—all in one campaign.
And the best part? You won’t need to run multiple campaigns to reach them all. Demand Gen campaigns will simplify the process by managing everything in one place.
Improved Targeting with Lookalike Segments
Targeting just got smarter. With Demand Gen, Google is introducing Lookalike segments. This feature helps you find people who are similar to your current customers. So, if you’ve got a loyal audience that loves what you offer, you can now reach more people like them.
For example, suppose you’ve been running campaigns and have gathered much data about your audience. In that case, Lookalike segments can help you find new people with similar interests and behaviors. This means more precise targeting and, hopefully, better conversion rates.
The early data looks promising, too. Advertisers who switched to Demand Gen and used both video and image ads saw a 20% increase in conversions without spending more on their cost per action (CPA). Pretty sweet, right?
What’s the Timeline for the Transition?
Google has laid out a clear timeline for this transition. Here’s what you need to know:
- Right now: You can start using Demand Gen campaigns today. Google has made it easy by offering a copy-and-paste tool to duplicate your existing Video Action Campaign settings.
- Early 2025: Google will roll out a migration tool to help you manually upgrade your Video Action Campaigns to Demand Gen.
- March 2025: You won’t be able to create new Video Action Campaigns anymore.
- Q2 2025: All remaining Video Action Campaigns will be automatically upgraded to Demand Gen.
If you’re still running Video Action Campaigns, it’s a good idea to start playing with Demand Gen now. That way, you’ll be familiar with the new features before the full transition happens.
How to Prepare: Tips for Advertisers
Ready to get ahead of the game? Here’s how you can start preparing for the switch to Demand Gen campaigns:
- Start experimenting: Don’t wait until the last minute. Try running a few Demand Gen campaigns now and see how they perform. Test different video and image combinations to find what clicks with your audience.
- Optimize your targeting: Try the Lookalike segments feature. It can help you reach new customers who are likely to be interested in what you’re offering.
- Track your results: Monitor your campaigns’ performance. Pay attention to conversions and engagement to adjust your strategy if necessary.
- Stay in the loop: Follow Google’s new updates. They’ll continue to offer tips and tools to help you make the most of the transition.
The sooner you start getting comfortable with Demand Gen, the easier the switch will be when the time comes.
Final Thoughts: A New Chapter for Google Ads
The move from Video Action Campaigns to Demand Gen campaigns is a big step forward. With the ability to combine video and image ads, reach more users, and fine-tune your targeting, this transition is setting advertisers up for success in today’s competitive digital space.
So, what’s the key takeaway? Don’t wait. Start experimenting with these new features now. The more familiar you are with Demand Gen, the better positioned you’ll be to hit the ground running when the full transition happens in 2025.
Google is committed to helping advertisers like you connect with your audience, drive conversions, and grow your business. This shift to Demand-Gen campaigns is just one of the many ways they’re making that happen.
