Brandon Ervin

It can be tough to evaluate your media strategy when key measurement tools — like real-time attribution, periodic incrementality tests, and media mix models (MMM) — conflict. In this Ads Decoded episode, Ginny Marvin, Ads Product Liaison, sits down with John Chen, Senior Director of Product Management for Ads Measurement, to cut through the noise.

In the second half of 2025, we introduced hundreds of improvements to Demand Gen campaigns that, on average, are driving a 30% increase in conversions or conversion value for advertisers. 1 We’re now unveiling new tools to help advertisers drive high-quality leads and acquire customers on YouTube and beyond. We’re testing new ways for viewers to start conversations with brands on messaging apps directly from Demand Gen ads on YouTube, moving high-intent customers closer to purchase.

Building on the in AI Max, we’re now introducing a way for you to test different budgets and ROI targets across multiple Search campaigns in a single A/B test. Rolling out in September, this will help you see exactly how scaling up your campaigns impacts your bottom line. If you rely on specific brand or location controls, A/B testing just got simpler.