Google Ads is testing a new “View-Through Conversion Optimization” feature in its Demand Gen campaigns.

What’s new. This test was spotted last week. It adds a setting allowing advertisers to include view-through conversions (VTCs) in their bidding models.

View Through Conversion Optimization 1View Through Conversion Optimization 1

How it works. This applies to YouTube (Image + Video) traffic.

  • More channels are “coming soon,” per the early beta.
  • The feature could improve early-stage efficiency where clicks are scarce but influence is high.

Why we care. View-through conversions reveal what happens when people see your ad, skip the click, but come back to buy. You can turn it on early to train algorithms faster, boost brand lift, and stretch your creative dollars. This is especially important on YouTube because conversions often trail views by days or weeks.

Zoom out. The move underscores Google’s push to make Demand Gen more competitive with Meta’s Advantage+ and TikTok’s Smart Performance offerings, which both leverage impression-driven optimization signals.

What’s next. Expect broader rollout and performance data as Google fine-tunes how view-through data interacts with its automated bidding systems.

First seen. This update was first spotted by Thomas Eccel, Google Ads specialist at JvM IMPACT.

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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Last Update: October 14, 2025