How To Replicate Video Action Campaigns with New Demand Gen Controls


As someone who eats, breathes, and sleeps performance, I’ll admit I was pretty upset to learn that Video Action Campaigns (VAC) would be folded into Demand Gen starting in Q2 2025. I love(d) Video Action Campaigns because they allowed me to target ads exclusively on YouTube.
Newer campaign types like PMax and Demand Gen have provided less control over where ads show across Google-owned and operated properties, as well as the Display Network.
UNTIL NOW.
In this post, I’ll walk you through some new updates and how they allow you to replicate Video Action Campaigns with greater control and flexibility, so you can make the most of the transition to Demand Gen.
Demand Generation Campaigns Get Channel Controls
This week, Google made a phenomenal change to Demand Gen Campaigns, giving advertisers the ability to choose which channels they’d like to show on. Instead of grouping all channels together, Demand Gen now allows you to select specific platforms, including YouTube “surfaces” like in-stream, in-feed, and Shorts.
This is a game-changer because it means we can better replicate video-only campaigns, providing a more uniform experience and a smoother transition from VACs.
Of course, this change gives advertisers more control over existing Demand Gen campaigns as well, and a new addition to the Display Network brings non-Google-owned and operated sites into the mix as well.
But wait… there’s more.
Applying Video Campaign Insights to Demand Generation
Ginny Marvin, the Google Ads Liaison, took to Twitter/X to share that Google has created tools to better help advertisers transition their campaigns.
🗓️ More details on the Video Action Campaign transition to Demand Gen timeline:
— AdsLiaison (@adsliaison) January 30, 2025
1. Starting in March, an upgrade tool will be available that will allow you to apply your historical settings and learnings from VAC to your new Demand Gen campaigns.
2. Starting in April,…
A new tool coming in March will “allow you to apply your historical settings and learnings from VAC to your new Demand Gen campaigns.” All tools like this are firmly in my “trust but verify” bucket, so see how it works for you, but knowing this option exists is a big win for those transitioning to Demand Gen.
Overall, I’m excited about these updates. They add a “choose your own channel adventure” element, giving performance advertisers a clear plan of action in a world that’s losing Video Action Campaigns.
If you have any questions or need help navigating these changes, feel free to reach out – we’re here to help!
Meet the Author

Greg Finn
Greg is the Head of Performance and Innovation for Cypress North's digital marketing team and one of the founders of our agency. In 2010, he and Matt Mombrea started Cypress North in Buffalo. Greg oversaw the opening of our second office in 2022, located in his hometown of Rochester.
As Head of Performance and Innovation, Greg co-manages our digital marketing department and works closely with our team to ensure all our clients achieve the best possible results. He is always looking for ways to test new digital marketing techniques and technology, and oversees all teaching and training efforts to ensure our agency stays ahead of the curve.
Greg is also a co-host of our weekly Marketing O'Clock podcast, where he and the team provide updates, insights, and hot takes on the latest SEO, PPC, and social media marketing news. In addition to weekly news shows, Greg hosts our Marketing O'Torial digital marketing tutorials and often co-hosts bonus Marketing O'Talk episodes that bring together panels of digital marketing experts.
With nearly two decades of experience, Greg is a known and trusted voice in the digital marketing community. He’s a contributor for Search Engine Land, a member of the Search Marketing Expo (SMX) programming team, and has been a featured speaker at some of the largest search engine conferences, including SMX, eSummit, and Pubcon.
When he’s not working or staying updated on the latest trends, Greg enjoys watching his kids play sports and coaching their soccer team. He’s been named the runner-up “Greg of the Year” on Marketing O’Clock’s annual Clockscars Awards four years in a row. While the coveted award has evaded him for many years, Keanu Reeves has not. Greg once saw him at Gabriel's Gate tavern in Buffalo (and noted he was very tall.)