Google rolls Demand Gen features into general release, expanding shoppable TV ads
The updates, first shown at Google Marketing Live 2025, aim to link video viewing more directly to purchases, while giving advertisers clearer signals on brand impact and travel demand.
Google said it is moving a set of Demand Gen advertising features into general availability, bringing product capabilities previewed at Google Marketing Live 2025 to a wider group of advertisers.
In a statement, the company said the launches extend Shoppable CTV, which allows viewers to browse and buy products directly while watching ads on connected televisions through YouTube.
According to Google, Demand Gen campaigns that include TV screens deliver an average of 7% additional conversions while maintaining the same return on investment.
For a lay reader, Shoppable CTV turns a traditionally passive experience into an interactive one. Instead of simply watching an advert on a smart TV, viewers can explore products shown on screen and make a purchase using their phone or remote, without leaving the programme or app.
Google also said Attributed Branded Searches is now available for Demand Gen campaigns. The feature shows how many branded searches on Google and YouTube can be linked back to a specific campaign, offering advertisers a clearer picture of how video ads influence later interest. The company said advertisers should contact their Google representative to activate the feature.
Another update focuses on travel advertising. Google said Travel Feeds in Demand Gen can now connect with a Hotel Center feed to automatically generate video ads that display live hotel pricing, ratings and availability.
This allows travel brands to show up-to-date information inside video formats rather than relying on static creative.
The company cited results from advertisers already using Demand Gen. According to Google, an internal experiment and Google data showed that Demand Gen helped LG Electronics achieve a 24% higher conversion rate than its paid social campaigns.
The same activity reached high-value customers at a 91% lower cost per acquisition.
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Demand Gen is Google’s campaign type designed to reach consumers earlier in the buying journey, particularly across visual surfaces such as YouTube, Discover and Gmail. The latest updates signal a continued push to make video advertising not just a branding tool, but a direct driver of sales and measurable demand.
Google said more details on the new features are available through its “Accelerate with Google” resources.
The Recap
- Demand Gen moves multiple product features to general availability.
- Shoppable CTV campaigns drive an average 7% additional conversions.
- Advertisers can activate Attributed Branded Searches via Google representative.
