Testing Youtube Demand Gen format in Google Ads vs. DV360: which platform provides the best results?
General Context
With the end of the YouTube for Action format, performance-driven YouTube activations have progressively been consolidated into YouTube Demand Gen. In Google Ads, the creation of new Video Action campaigns was discontinued in March 2025, with existing campaigns automatically upgraded during Q2 2025.
In DV360, the option to create new YouTube video action line items was removed in April 2025, with these formats also transitioning to Demand Gen.
As YouTube Demand Gen is now available in both Google Ads and DV360, the question arose as to which platform delivers the strongest performance. To answer this, blue2purple conducted a structured comparison across two clients in the financial and banking sector: one operating in credit loans and one providing insurance services.
Client Objective
Strengthen the consideration phase through qualitative traffic
For both clients, the objective was to identify the platform that could generate the most effective consideration-driven traffic via YouTube Demand Gen.
- Maximize the number of clicks
- Optimize CTR as a key indicator of engagement
- Monitor conversions as a secondary performance metric
blue2purple Approach
Platform benchmarking through controlled testing
To determine the most efficient setup for YouTube Demand Gen, blue2purple designed a controlled platform comparison between Google Ads and DV360.
- Parallel activation of YouTube Demand Gen campaigns on both platforms
- Equal budget allocation between Google Ads and DV360
- Use of identical audiences across platforms
- Test duration of 2 to 3 months
- Platform choice isolated as the only variable
This approach ensured a fair and reliable comparison of performance between Google Ads and DV360.
Results
Google Ads YouTube Demand Gen delivered stronger results overall.
28% New users
+17% to +30% more clicks vs. DV360
Higher CTR and conversions than DV360
Insurance provider:
+86% more clicks vs. DV360
DV360 achieved a higher CTR (≈2x) and generated more conversions
Outcome:
Based on these results, both clients chose to continue with Google Ads YouTube Demand Gen, reinforcing their consideration strategies.
