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Accelerate with Google

Discover new features for the holiday season with November’s Demand Gen Drop.

November 2025

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Demand Gen continues to drive measurable business impact for brands across YouTube and Google’s most visual surfaces, and it’s getting better all the time. Across more than a hundred launches in the first half of 2025, Demand Gen advertisers saw on average over 20% increase in conversions or conversion value.1

More Demand Gen features are launching just in time for the holidays:

  • AI Image and Video Enhancements automatically create and optimise additional versions of your ads to help your campaigns scale effectively.
  • The availability of Pathmatics-provided images and videos in Google Ads will soon enable advertisers to easily lift and shift top-performing creative assets from other platforms into Demand Gen.
  • Asset Uplift A/B Experiments make it easier to run creative tests so you can leverage the best performing assets.
  • New suitability controls and excluded content themes are now available for the Discover feed, offering you more brand controls for Demand Gen campaigns.

To learn about other recent product enhancements, visit Accelerate with Google.

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Google Ads interface showing someone selecting Image Enhancements.

AI Image Enhancements

Intelligently create additional versions of your images (e.g., text overlays, aspect ratio adjustments) using Google Al to boost ad performance.

Google Ads interface showing someone selecting Video Enhancements.

Video Enhancements

Automatically creates video variations (e.g., vertical crops, shorter cuts) to improve performance and better fit different screens and attention spans.

Google Ads interface showing someone selecting the “Assets” option to create an experiment.

Asset Uplift A/B Experiments

Easier creative testing to quickly identify and leverage your best-performing assets.

Google Ads interface showing someone opting in to brand suitability controls.

New Brand Suitability Controls

New controls launching for YouTube Home Feed, Watch Next, and Discover. This ensures a consistent and appropriate brand experience across YouTube, Discover, and Google Display Network.

Google Ads interface showing someone adding a Pathmatics video to a campaign.

Pathmatics Integration

Advertisers will soon be able to easily lift and shift top-performing creative assets from other platforms into Demand Gen.

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  • AI Image Enhancements

    AI Image Enhancements

    Intelligently create additional versions of your images (e.g., text overlays, aspect ratio adjustments) using Google Al to boost ad performance.

  • Video Enhancements

    Video Enhancements

    Automatically creates video variations (e.g., vertical crops, shorter cuts) to improve performance and better fit different screens and attention spans.

  • Asset Uplift A/B Experiments

    Asset Uplift A/B Experiments

    Easier creative testing to quickly identify and leverage your best-performing assets.

  • New Brand Suitability Controls

    New Brand Suitability Controls

    New controls launching for YouTube Home Feed, Watch Next, and Discover. This ensures a consistent and appropriate brand experience across YouTube, Discover, and Google Display Network.

  • Pathmatics Integration

    Pathmatics Integration

    Advertisers will soon be able to easily lift and shift top-performing creative assets from other platforms into Demand Gen.

Google Ads interface showing someone selecting Image Enhancements.
Google Ads interface showing someone selecting Video Enhancements.
Google Ads interface showing someone selecting the “Assets” option to create an experiment.
Google Ads interface showing someone opting in to brand suitability controls.
Google Ads interface showing someone adding a Pathmatics video to a campaign.
1. Based on an internal experiment, Global H1 2025.