About creative enhancements and generative AI tools in Demand Gen

Demand Gen campaigns were created to help you produce and serve visually-appealing, multi-format ads across YouTube, YouTube Shorts, Discover, Gmail, and Google video partners. With the integration of Google AI and creative enhancement features in Demand Gen, you can easily create a variety of high-quality and engaging creative assets and content.

This article explains the various generative AI tools and creative enhancement features that are available to use for your Demand Gen campaigns and how they work.

On this page

• Asset optimizations
  • Video enhancements
  • Pre-generated videos
  • Image enhancements
  • Text suggestions
• Image editor
• Generated images
• Landing page preview

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Benefits

• Save time and resources: Let Google AI instantly create new high-quality creative assets, edit and enhance assets you already have, and generate high-performing headlines and descriptions for you.
• Unlock creative potential: Bring your creative vision to life by experimenting with various prompts and tools to create unique and engaging assets.

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Asset optimizations

Google AI can automatically create additional versions of your assets to improve campaign performance. These span across video and image optimizations.

Video enhancements

Video enhancements use Google AI to automatically create additional versions of your video to improve campaign performance. For example, you could get a vertical video based on your horizontal video to better fit on vertical screens, or a shorter video that better captures user attention in the first 5 seconds. Learn more About video enhancements.

How it works

1. Go to Campaigns within the Campaigns menu.
2. If you’re creating a new Demand Gen campaign, follow the steps on how to Create a Demand Gen campaign.
3. If you have an existing Demand Gen campaign, click the gear icon next to the campaign name.
4. Under an ad group, click the 3-dot icon , then select Create new ad.
5. On the ad builder page, select Video ad under the “Choose which type of ad to create” card.
6. You’ll find the “Asset optimization” section at the bottom of the “Media” card.
7. The “Get vertical and square versions of your videos” and “Get shorter versions of your videos” checkboxes are ticked by default.
   • Note: You may uncheck to opt out.
8. Click Go to review and review the campaign details.
9. If you are satisfied with the campaign settings, click Publish campaign.

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Pre-generated videos

Demand Gen pre-generated videos make it easy to expand your reach and improve campaign performance.

This feature uses Google AI video generation technology to create high-quality videos from your image and text assets, which can drive viewer engagement and improve campaign performance.

Features

• Video previews: You can preview the videos in the Campaign suggestions section of the campaign review page, giving you a preview of how your videos will look before the system creates them.
• One-click acceptance: You can accept the suggested videos with 1 click, making it easy to add videos to your campaigns.
• Video editing:You can edit the color and font of your videos. You can also choose to deselect any of the suggested videos.

Prerequisites

Demand Gen uses your image, logo, and text assets to create a video based on your campaign type and assets. Your assets must meet the minimum requirements for the system to create the video:

• 1 logo
• 2 images
• 2 generic texts (Demand Gen min requirement: 1 Headline, 1 Description)
• 1 business name

How to approve a pre-generated video

When you create a campaign with only image ads, Demand Gen may pre-generate a video for you to review on the campaign review page. You can choose whether or not you want to use the video in your campaign.

1. Create a campaign with a single image ad or carousel image ad.
2. On the campaign review page, scroll to the Campaign suggestions card.
3. Preview the videos.
   • 3 videos using different templates (one horizontal, one vertical, and one square) will be suggested.
   • By default, the system selects all 3 videos.
4. To deselect a video, clear the checkbox below it.
   • To change the color and font, select Edit color and font, click Apply. The dialog box will close and the videos will re-render.
5. After the video previews are finalized, and the optional deselection and edits are completed, click Create video ad button.

When you create the video ad, the system automatically uploads the video and creates a new ad.

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Image enhancements

Image enhancements use Google AI to intelligently adapt existing image ads to fit more styles and aspect ratios, for example by adding text overlay to your existing images to improve ad performance.

Prerequisites

Your assets must meet the following requirements for the image enhancements feature to work properly:

• High-quality and sharp image assets with no exposure or cropping issues
• Minimum of one headline

How to access

1. Go to Campaigns within the Campaigns menu.
2. If you’re creating a new Demand Gen campaign, follow the steps on how to Create a Demand Gen campaign.
3. If you have an existing Demand Gen campaign, click the gear icon next to the campaign name.
4. Under an ad group, click the 3-dot icon , then select Create new ad.
5. On the ad builder page, select Single image ad under the “Choose which type of ad to create” card.
6. You’ll find the “Asset optimization” section at the bottom of the “Media” card.
7. The “Adaptive ad layouts” checkbox is ticked by default.
   • Note: You may uncheck to opt out.
8. Click Go to review and review the campaign details.
9. If you are satisfied with the campaign settings, click Publish campaign.

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Text suggestions

Google AI will generate high-performing headlines and descriptions for you. The generated content is optimized to be attention-grabbing, informative, and descriptive to suit your campaign goals and help maximize impact on browsing platforms. You can choose to take any of these suggestions.

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Image editor

This Google AI-powered image editing tool serves as a creative assistant that helps you to create fresh variations of your existing image assets, while keeping you in full control of the edits.

How to access

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop down in the section menu.
3. Click Asset library.
4. On the filter bar, click Image.
5. Under the “Assets” section, hover over the image that you want to edit.
6. Click the 3-dot icon and select Copy and edit with AI.
7. Apply your desired edits with the help of Google AI.
8. When done, click Save.

Learn more about how to Use the image editor to generate and edit images with Google AI.

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Generated images

This generative AI tool creates new and original image assets for you by simply entering your own prompts.

How to access

1. Go to Campaigns within the Campaigns menu.
2. If you’re creating a new Demand Gen campaign, follow the steps on how to Create a Demand Gen campaign.
3. If you have an existing Demand Gen campaign, click the gear icon next to the campaign name.
4. Under an ad group, click the 3-dot icon , then select Create new ad.
5. On the ad builder page, select Single image ad under the “Choose which type of ad to create” card.
6. In the “Media” card, click +Add under “Images”.
7. In the media picker, click the Generated tab.
8. Enter a clear prompt under the “Describe the image you want” section.
   • Note: To select a specific image aspect ratio, click the Aspect ratio drop down under the “More options” section.
9. Click Generate.
10. Review the AI generated images. You may click Generate more to come up with more options.
11. To select images, hover over an image then click Select. You can choose up to 20 images.
    • Note: For more custom results, you may also click the 3-dot icon and choose from the following options:
      • Generate more like this
      • Hide
      • Use as reference image
      • Copy and edit with AI
12. Under the “Images for your ad” section, you may crop your image by hovering over the image and clicking the pencil icon .
13. Select your desired aspect ratios then click Select ratios.
14. When you’re done, click Save.

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Landing page preview

The landing page preview feature allows Google to capture a screenshot of your landing page, which will be displayed below your video ad. This feature builds trust and drives engagement, as it gives people a glimpse of what will happen next after they click.

How to enable the landing page preview

1. Go to Campaigns within the Campaigns menu.
2. If you’re creating a new Demand Gen campaign, follow the steps on how to Create a Demand Gen campaign.
3. If you have an existing Demand Gen campaign, click the gear icon next to the campaign name.
4. Under an ad group, click the 3-dot icon , then select Create new ad.
5. On the ad builder page, select Video ad under the “Choose which type of ad to create” card.
6. In the “Final URL” card, enter your ad’s landing page URL, then check the box for “Show a screenshot of your landing page in your ads” to turn on the landing page preview.
   • Note: You may uncheck to opt out.
7. Complete all the required assets in the ad builder page, then select Go to review and review the campaign details.
8. If you are satisfied with the campaign settings, select Publish campaign.

After publishing the campaign, the landing page preview is generated and submitted for manual review. Only approved landing page previews will be used in your campaign.

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Related links

• About generated images in Google Ads
• Use the image editor to generate and edit images with Google AI
• About video enhancements
• About video campaigns
• About Demand Gen campaigns
• Demand Gen campaign asset specs and best practices