This guide covers Demand Gen in DV360 — a new AI-powered campaign type replacing Video Action Campaigns (VAC) by March 2025. t is designed to drive conversions across Google’s most immersive surfaces.

Key benefits of moving to Demand Gen

• Expanded Reach. Engage up to 3 billion monthly users across YouTube (Shorts, Feeds, In-stream), Discover, and Gmail. This inventory offers wider and more diverse engagement compared to traditional video-only formats
• Multi-Format Storytelling. Run video, image, and carousel ads within a single line item. Advertisers using both image and video assets saw 20% more conversions than those using video alone
• Exclusive Lookalike Audiences. Demand Gen is currently the only line item type where you can use Lookalike audiences to find new customers similar to your first-party “seed” lists
• AI-Powered Bidding. Leverage Google AI to optimize for your specific goals: website traffic (Maximize Clicks), conversion volume (tCPA), or conversion value (tROAS)
• Unified Measurement & Efficiency. Benefit from Floodlight optimization for a single view of deduplicated conversions alongside your other media. Consolidating campaigns in DV360 allows for cross-channel frequency capping and holistic planning
• Advanced Insights. Gain access to exclusive measurement tools, such as brand and search lift studies, to accurately determine the impact of your ad spend