Specs verified: March 2026

AI Video Ads for Google Demand Gen Campaigns (2026)

Google Demand Gen campaigns run across YouTube (in-feed, Shorts, in-stream), Google Discover, and Gmail — reaching users in discovery mode across Google's entire ecosystem. The format is designed for mid-funnel engagement: catching people who aren't actively searching but are open to discovering new products. UGC-style video creative outperforms polished brand content in Demand Gen by 1.4x on click-through rate because it matches the native content feel of Discover and YouTube feeds. This guide covers how to create video ads optimized for Demand Gen's multi-surface delivery.

Google Demand Gen Video Ad Specs (2026)

Aspect ratios	16:9 (landscape), 1:1 (square), 9:16 (vertical) — provide all three
Resolution	1080p recommended for each ratio
Video duration	10 seconds–1 minute. Sweet spot: 15–30 seconds
Max file size	256 MB
File formats	.mp4, .mov
Sound	Required — most placements autoplay with sound
Captions	Strongly recommended — Gmail and Discover may show without sound
Headlines	Up to 5 headlines, 40 characters each
Descriptions	Up to 5 descriptions, 90 characters each
CTA	Selected from Google's predefined list (Shop Now, Learn More, Sign Up, etc.)

Specs current as of March 2026. Google Demand Gen updates ad specs periodically — verify in Google Demand Gen Ads Manager before launching.

Top 3 Performing Ad Formats on Google Demand Gen

The Discovery Testimonial

Demand Gen surfaces ads in content feeds where users are browsing, not searching. A testimonial that feels like a recommendation from a friend matches this browsing context perfectly.

0–3s

Hook — personal, curiosity-driven opening

3–10s

Story — brief problem and discovery narrative

10–20s

Result — specific outcome that proves the product works

20–25s

CTA — "Check it out" or "See for yourself"

Ideal length: 20–28 secondsFirst frame: Face visible, natural setting. Should look like organic content in a feed.

The Product Spotlight

For e-commerce products, a quick product-focused video that shows the item in use works well in Discover and YouTube in-feed placements. The key is making it feel like a creator review, not a product listing.

0–2s

Hook — "Found this and had to share..." or product in motion

2–10s

Show the product from multiple angles, in use

10–15s

Key benefit — one specific thing that makes it worth buying

15–18s

CTA — "Link below" or "Shop now"

Ideal length: 15–20 secondsFirst frame: Product in hand or in use. Movement in the first frame.

The Multi-Format Adapter

Demand Gen serves across YouTube, Discover, and Gmail — each with different aspect ratios and contexts. This format is designed to work in all three by keeping key content in the center frame.

0–2s

Hook — centered in frame, works in 16:9, 1:1, and 9:16

2–12s

Content — keep all important visuals and text in the center 60% of frame

12–18s

Result or proof — centered composition

18–20s

CTA — text overlay centered

Ideal length: 18–22 secondsFirst frame: Centered composition that works when cropped to any aspect ratio.

3 Ready-to-Use Google Demand Gen Ad Scripts

Script 1: The Feed-Native Review

Best for: Any consumer product, mid-funnel audiencesDuration: 22–28 seconds

[HOOK — 0-3s]
"I keep seeing this everywhere and finally tried it.
Here's my honest take..."
[Direct to camera, casual, browsing-context tone]

[STORY — 3-14s]
"So [product] claims to [main benefit]. I was skeptical
because I've tried [alternatives] and they all
overpromised. But after [timeframe] of using this,
I have to admit — [specific result]."

[PROOF — 14-20s]
"[Show result or describe metric]. That's not marketing
speak — that's what actually happened. And it costs
[price point], which is [comparison]."

[CTA — 20-25s]
"If you've been thinking about trying it, just do it.
Link below."

"I keep seeing this everywhere" mirrors the Discover/feed experience — the viewer has probably seen the product before. This hook validates their awareness and provides the review they've been looking for.

Adapt the skepticism level to your audience. Demand Gen reaches mid-funnel users who are aware but unconvinced. Address their specific hesitations.

Script 2: The Quick Product Show

Best for: E-commerce, physical products, cold-to-warm audiencesDuration: 16–20 seconds

[HOOK — 0-2s]
"Okay this might be my favorite purchase this year"
[Product in hand, start showing immediately]

[SHOW — 2-12s]
[Multiple angles, product in use]
"The [feature 1] is [benefit]. The [feature 2] is
[benefit]. And the best part — [key differentiator]."

[CLOSE — 12-16s]
"[Price] and it [summary of value]. I've already
ordered a second one."

[CTA — 16-19s]
"Link below. You'll see what I mean."

Short, product-focused, and enthusiastic without being salesy. "My favorite purchase this year" is a strong endorsement that feels organic in a content feed.

Pick 2–3 features max. Don't try to cover everything — pick the features that matter most to your target audience.

Script 3: The Problem Solver

Best for: Products that solve a specific pain point, retargetingDuration: 20–25 seconds

[HOOK — 0-3s]
"If you're still dealing with [common problem], you
need to know about this."
[Direct to camera, empathetic tone]

[PROBLEM — 3-8s]
"I spent [time/money] trying to fix [problem] with
[common solutions]. None of them worked because
[reason]."

[SOLUTION — 8-18s]
"[Product] takes a different approach: [how it works].
After [timeframe], [specific result]. It actually
solved the problem instead of just managing it."

[CTA — 18-22s]
"Check the link below. Stop wasting money on
[solutions that don't work]."

Problem-first framing works well in Demand Gen because users in Discover are often browsing content related to their problems. This ad meets them where they are.

The problem must be specific and relatable. "Dealing with bad skin" is too vague. "Spending $200/month on serums that don't work" is specific and emotional.

Creative Testing Tips for Google Demand Gen

Provide all three aspect ratios

Demand Gen serves across YouTube (16:9), Discover (1:1 and 9:16), and Gmail (1:1). Providing all three ratios gives the algorithm maximum flexibility to find the best placement.

Upload 5+ creative variations

Demand Gen uses machine learning to optimize creative delivery. More variations = faster optimization = lower CPAs. Upload at least 5 different videos with different hooks.

Use lookalike audiences

Demand Gen supports lookalike segments based on your customer lists. Combine UGC creative with lookalike targeting for the best mid-funnel performance.

Optimize for conversions, not clicks

Set your campaign objective to conversions (purchases, sign-ups) rather than clicks. Demand Gen's algorithm is better at finding converters than clickers.

Test product feed integration

For e-commerce, connect your product feed to Demand Gen. The algorithm can dynamically show relevant products alongside your video creative.

Do's and Don'ts

✅ Do

Provide video in 16:9, 1:1, and 9:16 aspect ratios
Upload at least 5 creative variations for algorithm optimization
Add burned-in captions for Gmail and Discover placements
Use conversions as your optimization goal, not clicks
Keep key content centered for multi-format cropping
Write 5 headline and 5 description variations for testing

❌ Don't

Don't provide only one aspect ratio — you'll miss placements
Don't optimize for clicks — Demand Gen works best with conversion optimization
Don't use the same creative as your Search campaigns — different intent, different creative
Don't ignore Gmail placement — it's often the cheapest conversion source
Don't run fewer than 3 video creatives — the algorithm needs options
Don't use hard-sell CTAs — Demand Gen audiences are mid-funnel, not ready to buy immediately

Create video ads for Google Demand Gen. Reach buyers across YouTube, Discover, and Gmail.

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