Google Enhances Visual Ad Capabilities with New Channel Controls for Demand Gen Campaigns (Beta Release)

Google Enhances Visual Ad Capabilities with New Channel Controls for Demand Gen Campaigns (Beta Release) continues to improve its visual advertising capabilities by launching new channel control features in beta for Demand Gen campaigns. Advertisers now gain more detailed control over where their ads appear within the Google ecosystem — from Gmail to YouTube Shorts. What’s New? The new feature allows advertisers to choose specific platforms for ad placements, including: YouTube (including Shorts) Gmail Google Discover Google Display Network (GDN) YouTube Shorts support is especially noteworthy — a clear signal that Google is actively competing with TikTok and Instagram Reels for short-form video budgets. Key Benefits of the New Controls According to Google, the new capabilities provide three key benefits: Creative Customization:Advertisers can tailor content to specific platforms — for example, vertical videos for YouTube Shorts. Social Strategy Extension:The update allows brands to go beyond traditional social platforms while maintaining format consistency. Transparent Analytics:Detailed reporting by channel helps advertisers better optimize strategies based on actual performance. What Does the Reporting Look Like? Channel-level reporting is available at the campaign, ad group, and ad levels. Within campaigns, performance data can be segmented by: Discover Gmail YouTube Google Display Network For YouTube specifically, reporting can further break down by format: Skippable in-stream In-feed Shorts What’s Next? Although manual channel selection is available, Google recommends that most advertisers stick with the automatic “All Google channels” option — emphasizing the power of algorithmic optimization. Still, for advertisers seeking more flexibility and control, this update is a welcome development. The feature is currently in limited beta, with broader availability and more features expected in the coming months. Analysis: What This Means for Advertisers The rollout of channel control in Demand Gen is more than just a technical update — it’s a significant step toward reducing dependence on Google's “black box” automation. In recent years, advertisers have increasingly voiced concerns over the lack of transparency in automated campaigns, particularly in Performance Max. These new tools mark a shift back toward greater control, selectivity, and actionable analytics. Who Should Test This Feature Now? Brands with diverse creatives across multiple formats (e.g., vertical video, carousels, static banners) Marketers exploring video formats and wanting to compare YouTube Shorts with Reels and TikTok Agencies needing clear channel-based reporting for client reporting and insights Businesses with high lead values, where every touchpoint matters and content-context alignment is critical What to Keep in Mind: If you opt for manual channel selection, make sure your creatives are optimized for each platform. Ads on Gmail or Discover require different approaches than Shorts video. Leverage the new reports to identify top-performing channels and adjust budgets accordingly. Compare data with Performance Max campaigns — you may discover certain segments perform better under a controlled strategy. Our advice:Despite Google’s push for automatic optimization across all channels, don’t be afraid to test. Now — while the feature is still in beta — is your chance to uncover powerful new combinations of formats, audiences, and placements that can give your campaigns a competitive edge. Need help adapting this update to your ad strategy?Reach out to us — we’ll help you integrate Demand Gen’s new capabilities aligned with your business goals. This article available in Ukrainian.