Update Display Campaigns to Demand Gen: What Advertisers Need to Know
If you’ve logged into Google Ads recently, you may have seen a new message prompting you to “Update Display campaigns to Demand Gen.” Google is moving standalone Display campaigns into Demand Gen, with the transition expected to be completed in 2027. In this blog, we explain what this change means and what you should do about it, with specific tips for how to migrate your Display campaigns to Demand Gen.
What Is Google Changing?
Google is moving Display campaigns inside Demand Gen, so this change is relevant to advertisers running Google Display Network campaigns. This transition will not impact the ability to serve ads on the Google Display Network. You can continue running a Display-only strategy by selecting only the Google Display Network. At the same time, Demand Gen gives advertisers the option to expand into other Google visual channels, including YouTube, Discover, Gmail and Maps.
This change is part of Google’s broader effort to consolidate its visual advertising products. Google says advertisers adding Display to Demand Gen have seen an average 9.5% increase in ROI, and can benefit from additional features and the ability to optimize performance across expanded dimensions, though it’s important to check any claims of improved performance against your actual account data.
When Is the Display to Demand Gen Move Happening?
The migration is happening in stages and is expected to be completed by 2027. Starting January 2027, you will no longer be able to create Display campaigns. Remaining Display campaigns will be automatically migrated to Demand Gen later in 2027. Google has provided the below schedule to help understand the timing.
How Do I Update My Campaign from Google Display to Demand Gen?
The process to transition the existing Display campaign is fairly straightforward. Google also offers a migration tool directly into Google Ads to help with the transition.
Go to Campaigns in Google Ads and filter your campaigns by Campaign type → Display.
Select the Display campaign or campaigns you want to migrate.
Click Edit.
Select Upgrade to Demand Gen.
Review the migration information and click Apply.
Should I Just Wait for Google to Automatically Move My Display Campaign to Demand Gen?
Making the change proactively gives you more control over the process, allowing you to catch any errors, monitor performance, and test Demand Gen’s additional features before Google eventually moves remaining campaigns automatically. Google advises that the newly created ads will have to be submitted for approval, so migrating early can prevent any disruptions in serving.
Make Sure to Double-Check The New Campaign as Errors Are Common
After the new campaign is created and the original campaign is removed, we recommend checking all the settings. The tool is currently buggy, and errors when upgrading are common. Here is an example of an issue with location exclusions when upgrading to DemandGen. In particular, you should make sure to review all settings after the upgrade to configure them as needed.
Check Your Channel and Asset Optimization Settings
When a Display campaign is migrated, Google Display Network is selected by default, so you can effectively continue running the campaign as Display-only. It will look as follows:
However, Demand Gen has the ability to target other, at times higher quality traffic channels. With this in mind, you might want to test opting into additional channels over time, keeping a close eye on performance.
Demand Gen also offers additional creative and AI-driven asset options that advertisers should review rather than simply leaving at their defaults. Depending on the campaign and account, these can include features such as adaptive layouts, animated images, generated videos, shorter or resized videos, landing-page previews and generated text.
The Bottom Line
While the migration of tool Display campaigns to Demand Gen is relatively straightforward, our early experience shows that advertisers shouldn’t wait for Google to automatically transfer their campaigns, or assume every setting will transfer seamlessly once they’ve made the migration. Working with experienced Google Ads experts can help ensure the migration is handled thoughtfully. It’s best to migrate in advance, carefully review campaign settings, monitor performance after the switch, and gradually test Demand Gen’s additional channels and features. Done strategically, the migration can be a valuable opportunity to explore new ways to expand your reach and improve performance.
