Google's Demand Gen Drops 30% Conversion Boost, Expands Multimodal Video Creation
Google has published its twelfth monthly Demand Gen Drop, detailing several changes to its campaign type that now serves image and video advertising across multiple platforms. According to internal experiment results, advertisers have seen an average increase of 30% in conversions or conversion value since the second half of last year. This is up from a comparable claim made nine months earlier, where Google stated an average 20% increase in conversions or conversion value during the first half of 2025.
The changes include the general availability of Multimodal Video Creation in Asset Studio, which allows advertisers to go from storyboarding to creating horizontal and vertical assets in one workflow. This feature was first detailed at Google Marketing Live 2026 and is now available globally in English. Advertisers can also use this tool to show up across all Demand Gen inventory.
Google is also testing a new way for viewers to start conversations with brands on messaging apps directly from Demand Gen ads on YouTube. This mechanism, described as moving high-intent customers closer to purchase, has no specific details or timeline provided in the announcement.