One video can be technically eligible for several Demand Gen formats and still feel out of place in one of them. A horizontal introduction may work on a watch page, while a vertical clip with a fast opening may fit the Shorts feed more naturally.
Prepare assets around the viewing format and the offer. That gives Google Ads a clearer set of creative options and gives your team a better basis for learning which story works.
Map the formats before producing variations
Demand Gen can reach people on YouTube, Discover, Gmail, Maps, and the Google Display Network, depending on account and campaign settings. YouTube itself includes in-stream, in-feed, and Shorts formats. Check the current channel controls and eligible formats for the campaign before you produce assets.
Write down the format each video is meant to support. If the campaign uses several formats, decide whether you want one adaptable asset set or format-specific videos. Google’s current Demand Gen creative guidance recommends using a combination of video and image assets and preparing relevant visuals for the available inventory.
Give each video a clear first moment
A viewer may see a video in a feed or encounter it before another video. Make the opening understandable without relying on a long introduction: identify the problem, audience, or useful outcome early enough for the format.
Keep the brand, offer, and call to action consistent across versions. Change the framing and pacing to fit the placement, not the underlying promise. If a vertical edit removes the product, person, or message that makes the offer clear, it is not a useful adaptation.
For Shorts, Google recommends vertical video and creative that feels natural on a mobile screen. Use readable on-screen text, sound that supports the message, and one clear action. Check that important details remain visible around interface overlays and on smaller screens.
Use format preferences when a video has a specific job
Demand Gen supports video creative preferences that let advertisers choose the formats where an individual video can serve. This is useful when a particular clip was designed for one placement and would lose meaning or legibility elsewhere.
Keep broader delivery when assets can adapt well and you want the system to find inventory across channels. Anchor a video to a format when its composition, pacing, or message depends on that experience. The current YouTube Shorts asset guide describes how format-level creative preferences work in Demand Gen.
These controls should preserve creative intent, not turn a weak asset into a strong one. If the message only works in one narrow format, plan enough relevant alternatives to learn from rather than treating a placement restriction as the whole strategy.
Cover the available aspect ratios thoughtfully
Google’s Demand Gen creative guide recommends a mix of vertical, square, and landscape assets, with multiple options in each ratio for broader inventory coverage. Treat that as a creative coverage recommendation. Check the current asset specifications and the in-platform preview for the exact formats your campaign can serve.
Do not create near-identical crops just to fill a count. Each version should keep the essential subject, brand, offer, and call to action visible. Review subtitles, text size, safe areas, and the final frame on a phone and on a larger screen.
Preview and review by format
Use the Google Ads preview for each eligible format before launch. Check that the video has a clear beginning, the product or service is recognizable, the text is readable, and the destination matches the promise. Make sure the CTA is visible and repeated in voiceover or graphics where appropriate.
After launch, compare asset and format reports before replacing a video. Separate creative quality from audience reach, landing-page behavior, and conversion measurement. The guide to measuring YouTube Demand Gen campaigns beyond views covers the outcome side of that review.
Demand Gen video asset worksheet
- Campaign goal and offer: ______
- Selected channels and eligible YouTube formats: ______
- Video assigned to in-stream, in-feed, Shorts, or broader delivery: ______
- Aspect ratios available and missing: ______
- Opening message and brand cue in each version: ______
- CTA, destination, and visible text checked in preview: ______
- Safe areas, subtitles, sound, and mobile legibility reviewed: ______
- Asset and format reporting date: ______
- Next creative variation and the question it will answer: ______
A useful asset set lets the story fit the placement while keeping the offer recognizable from one format to the next.
Sources and scope
- Google Ads Help: Creative Excellence Guide for Demand Gen Campaigns
- Google Ads Help: YouTube Shorts ads asset specifications and best practices
- Google Ads Help: Creative preferences in Demand Gen campaigns
- Google Ads Help: Channel controls in Demand Gen campaigns
- Scale Orbit: Measure YouTube Demand Gen campaigns beyond views
Google’s format options and creative specifications can change. Confirm current eligibility and preview each ad in the account. More assets or more placement control do not guarantee better results.
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