Google has rolled out its September Demand Gen update package, and the idea behind it is simple: remove unnecessary steps between an ad and the user's action. Three new things — a shorter path to the landing page from Shorts and Gmail, an AI assistant right next to video ads on YouTube, and ad pins in Google Maps.
One Tap — and the User Is on the Site
The key change for affiliates: image ads in YouTube Shorts and Gmail now get a one-click experience. The user taps the image and lands directly on the landing page — no intermediate screen. For Shorts this works with full-bleed vertical 9:16 creatives.
In Shorts the decision is made in seconds, and every extra step after the click costs part of the audience. The chain is now "saw — tapped — on site". The practical takeaway: vertical 9:16 image creatives for Shorts deserve to be built and tested separately rather than stretched from other placements.
Gmail: +40% Conversions — with a Caveat
Google cites a figure: advertisers adding Gmail to Demand Gen campaigns see a 40% increase in conversions from image creatives at the same ROI. The source is Google internal global data for Gmail Ads, February 2026. In other words, an average across all advertisers, not a guarantee for a specific funnel: results will depend on GEO, offer and creative.
But the signal is clear. Gmail usually lives in YouTube's shadow and often gets switched off as a "secondary" placement. Now that the path to the landing page from it is shorter, it is worth enabling as a separate test rather than leaving it to automatic budget allocation.
Business Agent Next to YouTube Ads
The second addition is Business Agent for YouTube Ads. It is a conversational AI embedded next to video ads that have a product feed attached. The viewer can ask a question about the product or brand and get an answer without leaving the viewing context.
Essentially, Google is building the warm-up stage right into the ad unit: instead of "ad → landing page → purchase" you get "ad → question to AI → answer → go to product". For e-commerce this potentially handles objections before the click. Access is by request for now — Google collects sign-ups via a form, there is no mass launch. This continues the line Google set out with agentic commerce: AI agents become the layer between ads and purchase.
Google Maps: Affiliate Location Extensions
The third update is for offline. Retail networks and dealerships will be able to use Promoted Pins — ad markers on the map shown when the user browses, searches or navigates. A different kind of intent is at play here: the person is not searching for the brand but is physically near the location.
For classic affiliate marketing this is minor. For e-commerce with physical stores, auto and local retail — a working tool.
What to Test
- 9:16 image creatives for Shorts — a separate ad group, compare conversion before and after one-click.
- Gmail as a separate placement — especially if it was previously switched off. Watch your own economics, not the claimed +40%.
- Business Agent — apply if you run e-com with a feed: early access to a format usually means cheap inventory.
A reminder: Google re-checks Demand Gen destination pages just as it does for Search. A shorter path to the landing page is no reason to put intermediate redirects there; how that ends is covered in Circumventing Systems in Google Ads.
Discuss the update and share first tests in the contextual advertising section of the forum.