Short vertical video is today a core format for reaching younger audiences and mobile browsers. In Demand Gen campaigns, ads can appear across several Google surfaces, including YouTube Shorts. It converts when the creative is designed for the format, and when measured beyond the click.
The essentials in a definition
Short vertical video in Demand Gen campaigns uses creatives designed for full-screen mobile on discovery surfaces such as YouTube Shorts. It requires an opening hook, large text, subtitles and accessibility, and should be assessed by indirect and incremental effect, with support from studies such as those from Think with Google.
Where Demand Gen fits
Demand Gen campaigns let you advertise with images and video across Google discovery surfaces, including vertical video. They work best with creatives made for the format, well-defined audiences and clear conversion goals. Available options and surfaces change; consult the current official documentation.
Short video serves mostly to spark interest and generate demand; it does not always convert on the first view.
Creative for vertical
Think full-screen vertical: the essential at the centre, large text, subtitles and a hook in the first seconds. Show the product in use, the problem or the transformation, and end with a clear call to action. Test several versions and formats (vertical, square, horizontal).
Think with Google studies on video and attention can inspire hypotheses, but test with your audience. Include subtitles and accessibility best practices.
Vertical video linked to the funnel
- Create the hook and the vertical format
- Define audiences and objective
- Measure beyond last click
- Renew and scale with criteria
Measure beyond the click
Many people watch and search later, instead of clicking. Track view-through conversions carefully, brand searches, direct traffic and new customers. Compare with periods or regions without campaign to estimate the incremental effect.
Avoid evaluating short video only by last click.
Short video sparks demand; you need to prepare the way to capture it.
Integrate into the funnel
Use short video to create demand and remarketing and search to capture it. Combine with landing pages suited to the interest the video sparks. Renew creatives regularly to avoid fatigue.
Set budget limits and decision criteria before starting.
Decision table
| Element | Good practice | Risk |
|---|---|---|
| Hook | Interest in the first seconds | Slow intro |
| Format | Vertical, large text and subtitles | Horizontal adapted in a hurry |
| Measurement | Indirect and incremental effect | Last click only |
| Renewal | New creatives regularly | Creative fatigue |
Common mistakes to avoid
- Judging by last click. It underrates the video’s effect.
- A TV creative in vertical format. It does not exploit the format.
- Very broad audiences without testing. Budget is spent without learning.
How to measure the result
Track retention, brand searches, new customers and view-through conversions, comparing with regions without campaign.
Limits and exceptions
Available surfaces, options and measurement change, and incremental effect is hard to prove precisely. Results vary by sector and creative. Keep expectations realistic and confirm current conditions in official documentation.
Illustrative example
Illustrative example: a footwear brand produces four 15-second vertical videos with a hook in the first 3 seconds and subtitles. It creates a Demand Gen campaign with an interest audience and compares brand searches and new customers in regions with and without the campaign. Videos demonstrating use have better retention.
In practice: checkpoints
Review performance by creative every two weeks, retire the weak ones and produce variants of the best. Keep a naming system that records hook, format and audience, so you can see which ideas work. Combine the results with brand searches and new customers, and compare regions with and without the campaign when possible, to estimate the effect that last-click reports do not show.
Frequently asked questions
Does vertical video convert directly?
Sometimes, but its main role is generating interest; also measure the indirect effect.
Can I reuse horizontal videos?
You can adapt them, but creatives designed for vertical tend to work better.
Which audience should I use?
Start with first-party and interest audiences and test.
What length should I use?
Short; test 10 to 30 seconds and compare retention.
What should I do with the traffic generated?
Direct it to suitable pages and capture with remarketing and search.
In vertical video on Demand Gen, create creatives for the format, measure indirect and incremental effect and link the interest generated to the capture funnel.
Sources and recommended reading
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.