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Google is transitioning its Display Ads into a more integrated setting to help advertisers adapt to changing consumer behaviors. Now, advertisers can manage their presence on the Google Display Network (GDN) through Demand Gen campaigns. This integration allows advertisers to leverage Demand Gen for both discovery and action, maintaining their reach across over two million sites, videos, and apps available on GDN.
Demand Gen is designed to support scalable business growth across YouTube and some of Google’s most visually engaging platforms, such as Discover, Gmail, and Google Maps. It includes channel controls to tailor performance according to specific needs. Advertisers can continue to run ads solely on GDN while also benefiting from streamlined campaign management, the latest features introduced at Google Marketing Live, and other future product innovations.
On average, companies incorporating GDN into their Demand Gen campaigns experience a 9.5% increase in return on investment (ROI). For instance, the food delivery service GoFood reported a 24% reduction in cost per acquisition (CPA) and a 19% boost in conversion volume after integrating GDN into their campaigns.
Google plans to provide updates and a migration tool to help advertisers with this transition, which is expected to be completed by 2027. To prepare, advertisers are encouraged to visit the Google Ads Help Center, follow updates via @GoogleAds, or consult the FAQ page for further information.