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    Google Ads News Week 40: One-Click Demand Gen Campaigns

    7 min read
    Quick Answer

    Google announced new features for Demand Gen campaigns on September 24, 2026: vertical 9:16 image ads in YouTube Shorts and image ads in Gmail now take users to the landing page with one click. Google Ads API v25.2 also provides a path from Smart campaigns to Performance Max. For advertisers, this means providing vertical images and checking whether Gmail is active in the campaign.

    At a Glance

    NewsWhat's ChangingWho It AffectsAction NeededSource + Date
    Demand Gen September DropOne-click image ads in YouTube Shorts and Gmail, affiliate locations in Google Maps, Business Agent in the U.S.Accounts with Demand Gen campaigns or image assetsUpload 9:16 images, check Gmail as a channelGoogle Ads & Commerce Blog, September 24, 2026
    Google Ads API v25.2Performance Max draft from a Smart campaign, warning about overly restrictive targets, competitive benchmarksAccounts with Smart campaigns or target CPA and target ROASReview targets and Smart campaignsGoogle Ads Developer Blog, September 23, 2026
    Budget recommendation with a forecastGoogle shows predicted conversion value and warns when budgets are reducedAll budget-limited campaignsDocument budget decisionsSearch Engine Roundtable, September 24, 2026
    Phone number with location and call assetsAds with a location may show the location's number instead of the tracking numberBusinesses using call trackingReview call reportsSearch Engine Roundtable, September 25, 2026
    Microsoft Advertising APIDevice exclusions for Performance Max, search-term-to-landing-page reportAccounts using Microsoft AdvertisingAnalyze device performanceSearch Engine Land, September 25, 2026

    Demand Gen Campaigns: Image Ads in Shorts and Gmail with One Click

    Google published the September Drop for Demand Gen campaigns in its Ads & Commerce Blog on September 24, 2026. Demand Gen is the Google Ads campaign type that serves ads on YouTube, YouTube Shorts, Discover, and Gmail, among other placements. The Drops are announcements that bring together multiple new features.

    One-click experiences are at the heart of the announcement. In YouTube Shorts, edge-to-edge image ads in the 9:16 format take users directly to the landing page with a single tap. The same applies to image ads in Gmail. According to Google, advertisers who add Gmail to their Demand Gen campaigns see an average of 40 percent more conversions from image ads at the same ROI. This is a figure from Google; no independent measurement is available.

    Social Media Today confirmed the announcement on September 24, 2026, and reported that the rollout began that same week. Common Thread Collective explained on September 24, 2026, that the feature works without a new campaign: uploading 9:16 images activates the one-click experience in Shorts, while adding Gmail activates it there.

    Two other items in the Drop are less important for businesses in Germany for now. The Business Agent for YouTube ads, an AI assistant that answers product questions directly in the ad, is available only as a beta in the U.S., in English, and with a minimum daily budget of US$10, according to Search Engine Watch on September 16, 2026. Affiliate locations in Google Maps are aimed at dealer networks and car dealerships that want to promote their sales partners' locations.

    What Does This Mean for Your Business?

    If you already use Demand Gen, the right format is often all that's missing. Create vertical 9:16 image ads with at least 1200 x 2136 pixels, according to Common Thread Collective. Check your channel settings to see whether Gmail is active. If you don't use Demand Gen yet, treat the 40 percent figure as the platform provider's own number and start with a small test budget. In Stroe Media's view, these tests should not be evaluated until at least four weeks have passed.

    Google Ads API v25.2: From Smart Campaigns to Performance Max

    Google released version 25.2 of the Google Ads API in the Google Ads Developer Blog on September 23, 2026. The API is the programming interface that agencies and tools use to manage accounts automatically. Search Engine Land reported on it on September 25, 2026, as did Search Engine Roundtable.

    One new method is of interest for small accounts: it automatically creates a Performance Max campaign draft from an existing Smart campaign. Smart campaigns are the simplified campaign format that many small businesses have set up directly through Google. Performance Max is the automated campaign type that serves ads across all Google channels from a single campaign. Google has not announced that Smart campaigns are being discontinued.

    Another new addition is a recommendation that flags when target CPA or target ROAS is set so restrictively that a Search campaign no longer participates in auctions. There are also benchmarks that place your performance in a percentile relative to all advertisers in a category. According to Search Engine Land, v25.2 will be supported through August 2027, and Google expects the next major version, v26, in October 2026.

    What Does This Mean for Your Business?

    If you still run a Smart campaign, the new method shows the direction in which Google is steering the transition. Check whether your conversion measurement is sufficient for Performance Max before switching. The recommendation about restrictive targets is a useful warning signal: when a campaign gets very few impressions, target CPA is often the reason, not the budget.

    Budget Recommendations with Conversion Forecasts

    Search Engine Roundtable reported on a new budget recommendation in Google Ads on September 24, 2026. It shows predicted weekly conversion value and flags campaigns that are limited by budget. Lowering the budget triggers a warning about declining conversion value. Google Ads consultant Thomas Eccel discovered the feature and described it as intrusive on LinkedIn. So far, only Search Engine Roundtable has reported this news, with no official confirmation.

    What Does This Mean for Your Business?

    A forecast from Google is not a promise. Budget cuts often have reasons outside the account, such as a full job schedule for a trades business or a fully booked kitchen. In Stroe Media's view, the forecast is a reason to check the math, not an instruction to act. Record why you change a budget, and compare the forecast with the actual result after two weeks.

    Call Tracking: Location Number Instead of Tracking Number

    Search Engine Roundtable reported on September 25, 2026, that Local Services Ads were showing the phone number from the Google Business Profile even though a Google Ads tracking number had been entered in the advanced settings. According to the report, Google Ads explained on X that ads with location assets may direct calls to the location's number when location and call assets are used at the same time. Advertiser Anthony Higman reported the issue on September 1, 2026, and Google confirmed it on September 7, 2026. According to Higman, the issue appeared to be resolved by late September. So far, only Search Engine Roundtable has reported this news, with no official confirmation other than the quoted post on X.

    What Does This Mean for Your Business?

    For tradespeople, professional practices, and restaurants, a phone call is often the most important conversion. Compare the September call counts in Google Ads with the calls you actually received. A noticeable gap may mean that calls went through the location's number and were not measured.

    Microsoft Advertising API: Device Exclusions for Performance Max

    Search Engine Land reported on three new features in the Microsoft Advertising API on September 25, 2026. Computers, smartphones, or tablets can be excluded from Performance Max campaigns at the campaign level. A new report connects the search term, the ad headline served, and the landing page. Targeting based on LinkedIn attributes is also available through the API. ContentGrip confirmed the new features on September 26, 2026.

    What Does This Mean for Your Business?

    Microsoft Advertising serves ads on Bing and Microsoft services and is an inexpensive additional channel for many B2B providers. Device exclusions are helpful when inquiries come almost exclusively from desktop users, as can be the case with business customers. Analyze your campaigns' device performance before making exclusions.

    Specific Actions to Take This Week

    1. 1Create at least two image ads in the 9:16 format with at least 1200 x 2136 pixels for every Demand Gen campaign.
    2. 2Open the channel settings for your Demand Gen campaigns and check whether Gmail is active as a channel.
    3. 3Filter all Search campaigns with target CPA or target ROAS by impressions over the last 14 days, and check the target first when impressions are unusually low.
    4. 4List all active Smart campaigns and note whether a conversion action other than calls is being measured for each one.
    5. 5Compare the calls measured in Google Ads in September with your phone log or your phone system's call history.
    6. 6Document the reason and date for every budget change in a simple spreadsheet so you can compare Google's forecast with the result later.

    Frequently Asked Questions

    Google released the September Drop on September 24, 2026. Image ads in the 9:16 format in YouTube Shorts and image ads in Gmail now take users to the landing page with one click. Other additions include affiliate locations in Google Maps and a Business Agent for YouTube ads. According to Search Engine Watch, the Business Agent is currently available only as a beta in the U.S., in English.

    No. According to Common Thread Collective on September 24, 2026, the feature works in existing Demand Gen campaigns. Uploading image ads in the 9:16 format activates the one-click experience in YouTube Shorts. Adding Gmail as a channel activates it in Gmail. Common Thread Collective specifies a minimum image size of 1200 x 2136 pixels.

    Google states that advertisers who add Gmail to their Demand Gen campaigns see an average of 40 percent more conversions from image ads at the same ROI. This appears in the Google Ads & Commerce Blog from September 24, 2026. It is an average reported by Google itself, not an independent measurement. For your own account, only a test with a clear evaluation will help.

    There has been no announcement to that effect. On September 23, 2026, Google introduced a method in Google Ads API v25.2 that automatically creates a Performance Max draft from a Smart campaign. This makes the transition easier for agencies and tools. Google does not specify an end date for Smart campaigns in the Developer Blog.

    If a campaign uses location assets and call assets at the same time, ads with a location may direct calls to the location's number in the Business Profile. Google Ads explained this on X, according to Search Engine Roundtable on September 25, 2026. In that case, the call bypasses the tracking number. Check which number is listed in your Business Profile and compare measured calls with actual calls.

    Conclusion

    The week's lead story is a practical one: Demand Gen campaigns are getting one-click image ads in YouTube Shorts and Gmail, and advertisers who provide the right vertical format can use them without restructuring their campaigns. Google Ads API v25.2 points the way from Smart campaigns to Performance Max without announcing an end to Smart campaigns. The budget forecast and phone number reports are supported by only one source each, but they are worth a quick look in your account.

    If you want to switch your campaigns to the new formats or have your call tracking reviewed, explore our Google Ads services or contact us directly. Stroe Media GbR is an owner-managed web design and online marketing agency based in Geretsried, Bavaria, south of Munich, Germany. For developments in organic search, explore our SEO services and the SEO article for Week 40. The latest paid search recap is Google Ads News Week 39.

    Sources

    Author: Stroe Media Editorial Team, Updated: September 28, 2026

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