Google will phase out Video Action Campaigns (VAC) by Q2 2025, upgrading them to Demand Gen campaigns. This shift offers advertisers new features and improved performance through a multi-format strategy.
Stronger Performance with Multi-Format Strategy
Demand Gen allows advertisers to use both video and image assets, delivering 20% more conversions at the same cost per action compared to video-only campaigns.
This change brings advertisres the following advantages:
- Expanded Reach: Tap into a massive audience of up to 3 billion monthly users with Discover and Gmail included.
- Multi-Format Storytelling: The use of both video and image assets in Demand Gen brings a 20% increase in conversions without increasing their cost per action.
- Lookalike Audiences: Unlock next-level targeting with Demand Gen’s exclusive lookalike audiences.
- Maximize Click Bidding: In addition to conversion-focused strategies, you can now optimize for maximum clicks too.
- Third-Party Verification: Enjoy the peace of mind that comes with third-party verification through YouTube brand safety partners and Google video partners inventory.
- Omnichannel bidding will be available in beta soon, adding even more ways to boost your campaign performance.
Migration Process
- Today: Advertisers are encouraged to start using Demand Gen campaigns.
- Early 2025: A migration tool will be available, letting you manually switch from Video Action Campaigns to Demand Gen.
- March 2025: You won’t be able to create new Video Action Campaigns anymore.
- Q2 2025: All remaining Video Action Campaigns will be automatically upgraded to Demand Gen, marking the end of Video Action Campaigns.
Advertisers like DoorDash have already seen success, with a 15x higher conversion rate and a 50% more efficient cost per action compared to Video Action Campaigns.
For more details on the upgrade process, Google will release additional resources and hold a webinar to assist advertisers in the transition.
Meanwhile, check the article here on how to upgrade to Demand Gen here: Drive better performance by upgrading Video Action Campaigns to Demand Gen.
