Google Ads has released best practices for creative in Demand Gen campaigns, emphasizing the power of creative variety. Advertisers who diversified their ad creative across horizontal, vertical, and square ratios experienced over 23% higher conversion rates. These guidelines are designed to help advertisers maximize placements across YouTube and other platforms.
Advertisers can start by re-editing existing TV and social assets to focus on the product. Google suggests partnering with creators authentic to specific verticals and utilizing Google AI through Gemini Omni in Asset Studio. This tool allows for generating new assets and refining existing ones to be on-brand using conversational chat prompts.
A rule of thumb shared is to create at least three videos and three images in each aspect ratio. This approach ensures assets are fully optimized for all placements, enhancing the reach and effectiveness of Demand Gen campaigns.
Here’s the official announcement: Demand Gen Creative Best Practices | Google Ads Guide – Accelerate with Google US.