Google’s Demand Gen gets more shoppable — and more measurable

Google is pushing more Demand Gen features (boosting shoppable and travel ads) into general availability, expanding its role as a full-funnel performance channel that blends discovery, video, and commerce across YouTube and Google surfaces.

What’s new:

• Shoppable CTV via Demand Gen is now live, letting viewers browse and buy products directly from YouTube ads on connected TVs.

• Attributed Branded Searches are available for Demand Gen, giving advertisers visibility into how campaigns drive brand search activity across Google and YouTube (activation required via a Google rep).

• Travel Feeds allow advertisers to connect Hotel Center feeds to create dynamic video ads with real-time pricing, ratings, and availability.

By the numbers:

• Demand Gen campaigns that include TV screens drive 7% incremental conversions at the same ROI, according to Google.
• They also report that, LG Electronics saw a 24% higher conversion rate versus paid social, while reaching high-value customers at a 91% lower CPA.

Why we care. This update makes Demand Gen more actionable, measurable, and competitive with paid social, not just a discovery channel. Shoppable CTV turns previously passive TV impressions into direct commerce opportunities, attributed branded search helps prove Demand Gen’s influence beyond last-click, and travel feeds shorten the path from browsing to booking.

Together, these features help advertisers drive incremental conversions, reach high-value audiences at lower CPAs, and justify upper-funnel spend with clearer performance signals — all inside Google’s ecosystem.

Between the lines. Google is positioning Demand Gen as a serious alternative to paid social by combining premium video inventory, first-party signals, and improved measurement — especially as advertisers look for scalable performance outside traditional social platforms.

Bottom line. With shoppable CTV, stronger brand attribution, and travel-focused automation, Demand Gen is becoming a more versatile performance engine — and a bigger part of Google’s pitch to win budgets higher up the funnel.

Dig deeper. See the newest product features in January’s Demand Gen Drop.