# Google Ads platform updates and format transitions

> Live situation record from CLSTR: https://clstr.news/situations/google-ads-platform-updates-and-format-transitions
> Updated: 2026-09-09T08:06:48.000Z. Sources: 5. Developments: 2.

Google has implemented several updates and transitions within its Google Ads platform to enhance advertising capabilities, particularly for small-to-medium enterprises.

Following the migration of Discovery campaigns to the Demand Gen format—a process that included Video Action campaigns in March 2025—the platform now utilizes placements across YouTube, Discover, Gmail, and the Google Display Network. Demand Gen offers more specific channel selection than Performance Max and includes a ‘New Customer Only Mode’.

To further refine measurement, Google introduced a feature allowing branded search to be tracked as an official conversion type. This update enables businesses to automatically link video advertisements on YouTube or Demand Gen campaigns to subsequent searches for a specific brand name without requiring additional technical setup.

## Timeline

### 2026-09-09: Google Ads transitions to Demand Gen advertising format

Google Ads has migrated Discovery and Video Action campaigns to the Demand Gen format, expanding reach across YouTube, Discover, and Gmail for mid-funnel conversion targeting.

3 sources. https://clstr.news/cluster/google-ads-transitions-to-demand-gen-advertising-format

### 2026-09-02: Google Ads introduces branded search conversion tracking

Google Ads now tracks branded search as a conversion type, helping local service businesses measure the impact of YouTube and Demand Gen video advertisements on brand searches.

2 sources. https://clstr.news/cluster/google-ads-introduces-branded-search-conversion-tracking

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Cite as: Google Ads platform updates and format transitions. CLSTR, https://clstr.news/situations/google-ads-platform-updates-and-format-transitions