Google Ads
UI
Media buyer
Checkout Links expand to new markets and tROAS bidding is upgraded for Demand Gen
Google Ads has introduced upgraded Target ROAS (tROAS) bidding for Demand Gen campaigns to reduce early system caution and reach targets faster. Checkout Links are now available in nine additional markets, and Universal Commerce Protocol (UCP) is available in the US to drive purchases directly from YouTube ads. Advertisers can also now amplify creator content using an affiliate partnerships boost.
- Published
- July 29, 2026
Who this affects
Advertisers running Demand Gen campaigns and YouTube video ads.
What to do
Implement Checkout Links or Universal Commerce Protocol (US only) to direct users to cart pages. Apply upgraded tROAS bidding, integrate product feeds, use the affiliate partnerships boost, and review the 2026 Demand Gen Retail guide.