Creative is the single biggest lever you have in Demand Gen. Get it right and a mediocre audience still converts. Get it wrong and the best audience in the world won’t save you.
This guide covers the three ad formats that matter for ecommerce, what actually works for images and video, and how to test creative without destroying your performance data in the process.
Why Creative Matters So Much in Demand Gen
Here’s the fundamental difference between Demand Gen and Shopping campaigns: In Shopping, your product feed does a lot of the heavy lifting. Google shows images and prices from your feed automatically.
Demand Gen is different. Google is relying on you to create compelling ads that stop the scroll. Since you’re targeting interested audiences but not necessarily someone actively searching, you need creative that catches attention and drives curiosity.
The visual quality and messaging of your ads directly impact whether someone clicks or keeps scrolling.
Based on my experience, I’d say creative quality accounts for 30 to 40 percent of your Demand Gen results. The other 60 to 70 percent is audience targeting and optimization, but weak creative caps your ceiling.
You can have perfect audiences, but if your ads look like generic Google templates, you’re leaving conversion rate on the table. For details on audience targeting, check out my guide on Demand Gen audiences.
The Three Ad Formats That Matter for Ecommerce
Google gives you several ad formats during the Demand Gen setup (single image, video, carousel, product feed ads). But for ecommerce, what actually matters is how you combine them with your product feed.
There are three combinations that work.
1. Video + Product Feed
A video ad paired with product cards from your Merchant Center feed. The video plays while your products display alongside it with real prices and availability.
This is the strongest format for most ecommerce stores.
It combines the emotional impact of video with the specificity of actual products. Someone watches your product in action, sees the price, and can click through to buy.
This is also what replaced Video Action Campaigns. If you were running VAC before Google sunset it, this is your format now.
When it wins: Products that need demonstration or lifestyle context. Fashion, beauty, home goods, fitness equipment. Anything where seeing it in use makes a difference.
Video specs: 15-30 seconds for YouTube, 6-15 seconds for Shorts. Vertical (9:16) preferred. Hook in the first 3 seconds or people skip.
2. Image + Product Feed
A static image ad paired with product cards from your feed. Works well on Discover and Gmail where people are scrolling through content.
Lower production cost than video. Good starting point if you don’t have video assets yet.
When it wins: Products where one strong image says everything. Jewelry, electronics, simple accessories. Products that look great in a single shot.
Image specs: 1200×628 (landscape), 1080×1080 (square), 960×1200 (portrait). Always go bigger than minimum. Quality matters on visual-first placements.
3. Products Only (Feed-Based)
Your product feed does all the work. Google pulls product images, titles, and prices directly from Merchant Center and creates the ad automatically.
No custom creative needed. Easiest to set up.
But it’s also the least differentiated. Your ad looks like every other product ad.
When it wins: Catalog-heavy stores with hundreds of SKUs where you can’t create custom creative for everything. Also good as a baseline to test against your custom creative.
My recommendation: Test all three as separate ad groups in the same campaign. Video + feed typically wins, but image + feed can surprise you depending on your products.
What About Carousel Ads?
Carousel lets you show 2-10 images in a scrollable format. Useful for showcasing product range or color variants.
They get lower CTR than single images because they require interaction. Worth testing if you have a strong product range, but not a priority.
Image Creative Best Practices for Ecommerce
Let me give you the practical formula for images that work in Demand Gen for ecommerce stores. And if you’re using image assets, make sure you apply these same principles there too.
Lifestyle Images Win
This is the biggest lesson: lifestyle images outperform product only images. I can’t stress this enough.
Lifestyle image equals product shown in use, in context, ideally with a person using it. Product only image equals product on a white background or on a plain surface.
Why. Because lifestyle images tell a story. They help the viewer imagine using your product. They create emotional connection. Product only images are clinical. They might work on your website where someone is already shopping, but in Demand Gen where you’re fighting for attention, lifestyle wins.
Here’s what I suggest: if you only have product on white images, get lifestyle shots before launching. Even a couple of good lifestyle images mixed in with product shots will improve performance.
For more on this, check out my guide on the lifestyle image link attribute.
Show the Product in Use
This is the simplest best practice: show your product being used. Don’t just photograph it.
If you sell running shoes, show someone wearing them while running or on a trail. If you sell skincare, show someone applying it. If you sell kitchen tools, show someone using them to prepare food.
This is obvious, but most ecommerce stores don’t do it well.
Here’s why it matters: when someone sees your product being used, they can immediately picture themselves using it. That’s a mental step closer to buying.
Include People When Possible
Ads with people in them get higher engagement than ads without. A real person using your product beats a product by itself. A happy face beats a blank background.
I’m not saying you need models or professional photography. Regular people work great. Friends, family, customers. Anyone who looks natural and authentic.
The only exception: if your product is very distinctive or visually striking, a closeup of just the product can work. But in general, add people.
Minimum Image Count and Specs
Google’s algorithm performs better with more assets to work with. Here’s what I recommend: upload at least 5 landscape, 5 square, and 5 portrait images. That gives Google variety to test while keeping things manageable.
If you’re just starting, get 3 of each aspect ratio. But as you scale, push toward 5 or more of each.
Specs:
Landscape: 1200×628 (minimum 600×314)
Square: 1200×1200 (minimum 300×300)
Portrait: 960×1200 (minimum 300×600)
Here’s what I suggest: create images at the recommended sizes. Minimum sizes work in a pinch, but recommended sizes are clearer and perform better, especially on mobile.
Video Creative for Ecommerce
Video is where you can really stand out in Demand Gen. Let me give you the practical formula that actually works. For YouTube and CTV specific strategies, check out my guide on Demand Gen for YouTube and CTV.
You Don’t Need a Production Team
This is important: you can shoot excellent Demand Gen video on your phone. No fancy equipment needed.
The best video content I’ve seen is authentic, slightly unpolished UGC style video. It outperforms slick, professional studio videos most of the time. Why. Because it feels real and honest. People trust it more.
Here’s what I suggest: shoot 5 to 10 short videos on your phone showing your product. Different angles, different contexts, different benefits. Don’t overthink it. Good natural lighting and clear audio are the only real requirements.
Hook in the First 3 Seconds
This is non negotiable: show your product or the benefit in the first 3 seconds. You have three seconds to convince someone to keep watching. After that, they’re gone.
Don’t start with your logo. Don’t start with slow pans. Don’t start with talking. Show the product immediately. Show someone using it. Show the result it delivers. In those first 3 seconds, your video needs to answer: “Why should I care about this.”
Here’s an example: if you sell a water bottle, don’t start with the water bottle sitting still. Start with someone taking a sip, showing the problem it solves (staying hydrated), or highlighting the key benefit (keeps water cold for 24 hours).
Vertical Video for Shorts
YouTube Shorts is a massive placement for Demand Gen, especially on mobile. Vertical video (9:16 aspect ratio) performs better on Shorts than horizontal video.
Here’s what I suggest: shoot at least 2 to 3 vertical videos. They don’t need to be different content. You can film vertically and just crop your existing horizontal videos. But native vertical content gets better engagement.
Vertical video also works on Instagram and TikTok style placements if you’re using those, so it’s valuable beyond just Demand Gen.
Recommended Lengths for Different Placements
YouTube: 15 to 30 seconds works best. This is long enough to tell a story but short enough to hold attention.
Shorts: 6 to 15 seconds. Short and punchy. Hook immediately and get to the point.
Gmail: 6 to 15 seconds. Gmail placements are small screens, so shorter videos fit better.
General advice: if you’re shooting one video, make it 15 seconds. It works across most placements and gives you enough time to show your product and explain why it matters.
Google’s AI Video Tools (Be Critical Here)
Google has pushed AI powered tools that can generate video from text prompts or images. Here’s my honest take: AI generated video is getting better, but it still looks generic. It rarely outperforms real product footage.
You might be tempted to use these because they’re easy and fast. I get it. But I recommend real video instead. Here’s why: real video shows your actual product, with your actual branding. It feels authentic. AI video is fine for testing or filling gaps, but don’t make it your primary creative.
If you do use AI video, treat it as a test. Run it alongside real video and compare performance. Chances are, real video wins.
Ad Strength Score (and Why You Should Be Skeptical)
Google shows you an “Ad Strength” score in Demand Gen: Poor, Average, Good, or Excellent. This score is based on your creative assets. How many images and videos you’ve uploaded, how much text you’ve added, etc.
Getting to “Excellent” requires uploading a lot of assets. Google recommends 10 or more images and 4 or more videos to hit Excellent. Here’s the thing: Google pushes you to add more assets because more assets give their algorithm more to work with, not necessarily because more assets improve your results.
More assets equal more combinations the algorithm can test equal more data for Google. That benefits Google’s learning. Does it benefit your ROI. Not always.
Here’s what I suggest: aim for “Good” or higher, but don’t obsess over Excellent. Upload 5 images and 2 to 3 videos to start. Monitor your results. Only add more assets if performance is flat or declining. Quality matters more than quantity.
Don’t let Ad Strength push you to upload bad creative just to hit a higher score. A few high quality images beat many mediocre ones.
Creative Testing in Demand Gen
Here’s how to actually test creative effectively in Demand Gen, unlike some other campaign types.
The Golden Rule: Always Create New Ad Groups
This is the most important operational rule for Demand Gen creative testing.
When you want to test new creative, always create a new ad group. Never edit an existing ad group. Never swap out videos or images in an ad group that’s already running.
Why? Because editing an existing ad group resets its performance stats. Google loses all the learning data it accumulated. Your CPCs spike. Your conversion rate drops. You’re back to square one.
If you swap a video in an ad group that’s been running for 3 weeks, you don’t get “the same ad group with a new video.” You get a reset ad group that has to relearn everything.
Instead: create a new ad group with the new creative. Let both run side by side for 2-3 weeks. Compare performance. Then pause the loser.
This sounds obvious, but I see advertisers make this mistake constantly. They think they’re “updating” their creative. They’re actually destroying their data.
How to Structure Your Tests
Test one variable at a time. If you change the video, the audience, and the bidding all at once, you won’t know what made the difference.
Format tests: Create three ad groups in one campaign: video + feed, image + feed, products only. Same audience, same budget split. See which format wins for your products.
Creative variation tests: Within the winning format, test different creative. New video angle, different lifestyle images, different product selection. Each variation gets its own ad group.Audience + creative tests: Once you know your winning creative, test it against different audiences in separate ad groups.
Use Ad Level Reporting
In Demand Gen, you can see performance at the ad level (which specific creative assets performed best). This is better than Performance Max where visibility is limited. Use this advantage.
Check which images and videos are driving clicks and conversions. Pause the weak ones. Double down on the strong ones. This is real data telling you what works.
Here’s what I suggest: review ad level performance weekly. If a particular image or video has been running 2 or more weeks and has low CTR, pause it and test something new.
For detailed testing strategies, see my guide on Google Ads experiments.
Rotate Creative Regularly
Ad fatigue is real. The same creative shown repeatedly gets lower engagement over time. After 2 to 4 weeks of running the same ads, start rotating in new images and videos.
You don’t need to pause everything. Just replace 30 to 40 percent of your creative every 3 weeks. Keep what’s working, refresh what’s tired.
How to Compare Creative Performance
Don’t just look at CTR (click through rate). In ecommerce, clicks don’t matter if they don’t convert. Look at conversion rate and cost per conversion by ad.
It’s possible to have high CTR but low conversion rate. That means the creative is attracting the wrong people. You want ads with decent CTR and strong conversion rate.
Here’s what I suggest: flag any ad with 2 times or greater average CPC as underperforming, even if CTR looks okay. High CPC usually means low conversion rate. The audience isn’t converting those clicks.
Headlines and Descriptions (Practical Tips for Ecommerce)
You can add up to 5 headlines and 5 descriptions in Demand Gen. Google will test different combinations and show what works best.
Here’s what works for ecommerce headlines:
Lead with your value prop: What makes your product special. Is it durable. Affordable. Eco friendly. Lead with that. “Lifetime warranty running shoes” beats “Running shoes.”
Use urgency carefully: “Limited time offer” or “Only 5 left” can work, but only if it’s true. Fake urgency damages trust and Google’s systems can detect it.
Show social proof: “Trusted by 10,000 or more athletes” or “4.8 star rating” are powerful. People are influenced by what others think.
Here’s what I suggest: write 5 different headlines testing different angles. One leads with your main benefit. One emphasizes price. One emphasizes quality or durability. One includes social proof. One highlights a specific feature.
Same logic for descriptions. Test different angles. One might explain what the product does. One might explain why it’s better than alternatives. One might address a common objection.
Google will mix and match these and show you which combinations work. Let the data guide you after 2 to 3 weeks of running.
Common Creative Mistakes
Let me tell you what I see going wrong with creative most often in Demand Gen ecommerce campaigns.
Using only product photos: If all your images are product only shots, you’re missing out. Add lifestyle images. Show real people using your product. The mix matters.
No video at all: Video gets higher engagement than images. If you’re not including video in your creative mix, you’re leaving performance on the table. Start with 1 to 2 videos and build from there.
Ignoring aspect ratios: If you upload images in the wrong size, they’ll be stretched or squished on display. This looks bad and hurts CTR. Stick to the recommended specs: 1200×628 landscape, 1200×1200 square, 960×1200 portrait.
Not refreshing creative: Running the same ads for 8 weeks straight tanks performance. Rotate your creative every 3 weeks. Keep winners, test new variations.
Relying entirely on AI generated assets: AI tools are useful for filling gaps or quick testing, but they don’t replicate real product photography. Your best creative comes from your actual products with real people.
Generic Google templates: Demand Gen gives you templates. They’re convenient but they’re also bland. Every other advertiser is using them. Stand out by creating custom creative tailored to your product and brand.
Poor lighting in images: This is subtle but important. Blurry, dark, or poorly lit images get lower engagement than well lit images. Invest in good lighting. Even natural sunlight works. Do this before you photograph products.
Here’s what I suggest: create a content calendar for creative. Plan what images and videos you’ll test each month. Make refreshing creative a regular habit, not an afterthought. The stores with the best Demand Gen results treat creative as an ongoing process, not a one time setup.
For more strategies, see my complete guide on Demand Gen ad creative and check out Merchant Center promotions to amplify your offers with Google.
