April 2025 Google Ads Update – Checkout on Merchant Now Live in Demand Gen Campaigns

Granular analysis and first look

Google continues to streamline ecommerce journeys with Checkout on Merchant, now expanding this feature to Demand Gen campaigns running on YouTube In-stream. This builds on its availability in Performance Max and organic Shopping listings. If your team hasn’t yet enabled this conversion-boosting feature, it’s time to revisit your Google Ads campaign strategy.

What Is Checkout on Merchant?

Checkout on Merchant is a frictionless buying experience that allows users to transition directly from discovering a product to completing their purchase on your site, with no extra steps or distractions. For advertisers, this means a shorter path to purchase and a more seamless customer journey.

Now Available for Demand Gen Campaigns

Previously limited to Performance Max and organic surfaces, Checkout on Merchant is now available in Demand Gen campaigns that run YouTube In-stream ads. This opens new performance possibilities for advertisers focused on top-of-funnel engagement and product discovery via video.

How to Enable It

Merchants can activate this feature in two ways:

• At the account level: Add a checkout or cart page URL template in Google Merchant Center.
• At the product level: Use the checkout link template attribute in your product feed.

This rollout is currently limited to U.S. advertisers using product feeds.

Why It Matters: Performance Uplift

Advertisers who implemented checkout URLs in Demand Gen campaigns saw an average 11% increase in conversion value with no increase in CPA. That’s a strong signal that the feature improves both efficiency and ROI in YouTube-powered discovery campaigns.

Key Takeaways

• Checkout on Merchant now supports Demand Gen campaigns on YouTube In-stream, not just Performance Max.
• Activation is simple—use URL templates in Merchant Center at the account or product level.
• Advertisers saw an 11% lift in conversion value without increasing cost per acquisition.
• U.S. only rollout for campaigns using product feeds.
• Enhances top-funnel product discovery with mid-funnel purchase readiness.