Google brings business data feeds to Demand Gen campaigns

Google is expanding Demand Gen capabilities by allowing advertisers to use business data feeds, making it easier to serve dynamic ads without relying on Google Merchant Center.

What’s happening. Advertisers can now connect business data feeds to Demand Gen campaigns, enabling ads to dynamically display content based on audience interests and available inventory.

The feature is designed for advertisers in industries such as:

• Travel
• Real estate
• Automotive

Unlike retail-focused campaigns, the update does not require a Google Merchant Center feed.

Why we care. The addition opens up dynamic advertising to more verticals that don’t typically use Merchant Center. Advertisers can automatically tailor creative using structured business data, helping improve ad relevance while reducing the need for manual asset updates.

Between the lines. While Demand Gen has steadily gained new automation features, much of its dynamic functionality has been geared toward ecommerce. Business data feeds broaden that capability to service-based and inventory-driven businesses, signalling Google’s push to make Demand Gen more versatile beyond retail.

One limitation. For now, business data feeds are supported only on the Google Display Network within Demand Gen campaigns, not across the campaign’s full inventory.

The bottom line. Google is making Demand Gen more useful for non-retail advertisers by introducing business data feeds, allowing dynamic ads powered by structured business information without the need for Merchant Center.