Demand Gen replaces Video Action: What does it mean for advertisers in 2025?

Google is once again changing the rules -- and this time it's a critical update for anyone posting on YouTube or the media network. Starting in April 2025, it will no longer be possible to launch new Video Action campaigns, and this July each campaign will automatically migrate to the new campaign type: Enquiry Gen.

Why is Google doing this? How do the new campaigns work? And most importantly, how will it affect your results? All the answers are before you.

What is the Demand Gen campaign?

Enquiry Gen (Discovery Campaign ex) is an artificial intelligence-based campaign type, designed for Generate demand And not just capture it. It is a creative campaign that is based on visual formats such as image and video ads, and allows you to reach a wide audience on YouTube, Gmail, Discover and the Media Network.

The focus is not only on completing acquisitions — but also on driving action, creating brand awareness, gaining engagement and bringing in quality traffic.

What is the difference between Demand Gen and Video Action?

What changes and when?

• April 2025 — It will no longer be possible to launch new Video Action campaigns.
  
  
• July 2025 — Google will automatically convert any existing campaign of this type to Demand Gen.
  
  
• Existing campaigns will remain active until migration, but you won't be able to edit them in the old structure afterwards.
  

Why is Google making this change?

According to Google, the new campaigns bring better results in almost every parameter:

• 15% higher CTR ratio on average
  
  
• 2x higher engagement time for combined image and video ads
  
  
• 22% lower cost per near in initial samples
  

Beyond that, Google continues to push forward the ability of advertisers to work with artificial intelligence and dynamic creativity -- Demand Gen fully supports this.

What does the Demand Gen campaign look like in practice?

The campaign consists of several asset groups that include:

• YouTube videos (in-feed, skippable)
  
  
• Full Size Image Ads or Carousel
  
  
• Link to the site or landing page
  
  
• Audience based remarketing, interests or custom segments
  
  
• Short ad text + title
  

Google's artificial intelligence system decides where, to whom and when to show each version, while optimizing in real time.

So what are the main advantages of Demand Gen?

1. Reach a larger audience
Appears not only on YouTube but also on Gmail and Discover — which brings quality traffic, even when there is no direct search.

2. Diverse formats that generate engagement
Carousels, photos, and video — all work together intelligently to create an emotional and action-driven user experience.

3. Accurate matching to audiences according to intent
Google's learning system knows how to identify who is in the “interest” or “research” phase, and direct personalized ads to it.

4th. Improved tracking and performance
The campaign includes in-depth reports on clicks, engagement, conversions and the audience revealed.

Who does it suit?

• Brands that are interested Generate demand (and not just chasing search intentions)
  
  
• Business Owners Visual products: Fashion, Cosmetics, Design, Technology
  
  
• Advertisers with Strong creative and a desire to be exposed on diverse platforms
  

And what is important to do now?

If you have active Video Action campaigns, plan your transition ahead of time:

• Reshape the assets to fit the new formats
  
  
• Select Custom Audiences
  
  
• Combine carousels, quality photos, and action-driven headlines
  
  
• Choose new marketing goals — not just conversions, but also traffic and engagement
  

concluding

Google changes the rules of the game: a campaign that is not only technical, but more creative, visual and intelligent.
Demand Gen is not just another add-on — it's a new generation of campaigns that connects creative, data and AI.

And those who adopt it early will enjoy the results.

Want to turn ordinary campaigns into demand machines?

We at SFB know how to build campaigns that bring results, not just movement.
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