Google is piloting View-Through Conversion Optimization within Demand Gen campaigns on YouTube image and video inventory, letting Smart Bidding include view-through conversions alongside clicks. This could improve upper-funnel efficiency, accelerate learning on smaller budgets, and bring Google closer to impression-led optimization seen on Meta and TikTok. However, it risks attribution inflation, poorer lead quality, and cannibalization of high-intent channels like Search and LSAs. For home services advertisers, the author advises strict guardrails: clean conversion setup, short view-through windows, a clean A/B test, and judging success by qualified calls, booked appointments, and completed jobs rather than impression-level metrics.

Google’s New View-Through Optimization for Demand Gen: Will It Drive Calls or Just Inflate Credit?

TL;DR Google is testing “View-Through Conversion Optimization” for Demand Gen (YouTube image + video). It lets Smart Bidding include view-through conversions in optimization. That can help upper-funnel efficiency, but it can also bloat attribution. If you run home services (HVAC, plumbing, electrical), test it with tight guardrails and judge success on qualified calls and booked jobs—not shiny impression metrics.

What Changed (and Where It Runs)

Google Ads is piloting a feature that folds view-through conversions (VTCs) into bidding for Demand Gen. In plain English: the algorithm won’t just chase people who click; it’ll also give weight to people who saw your ad and converted later without a click. Right now, this applies to YouTube (image + video) inventory within Demand Gen. Expect broader surfaces if the test sticks.

Why Contractors Should Care

For local service outfits, YouTube can nudge the right homeowner at the right time—furnace on the fritz, AC groaning, breaker tripping—but clicks are scarce and expensive. View-through optimization can help:

• Upper-funnel momentum: Get the algo to value impressions that actually move people to call later, not just the 1% who click.
• Faster learning: More conversion signals (views + clicks) can train models quicker—useful with modest budgets.
• Competitive parity: Puts Google a bit closer to Meta Advantage+ and TikTok Smart Performance, which already lean hard on impression-driven optimization.

Where This Can Go Sideways

I like calls, not clicks—and definitely not imaginary credit. View-through bidding makes it easy to “win” on paper while your CSR boards sit quiet. Watch for:

• Attribution inflation: VTCs can claim credit you were going to get anyway (brand search, direct). If you widen the view-through window too far, everything looks like a win.
• Lead quality drift: Algorithms can chase cheap impressions that spike VTC volume but don’t result in booked jobs.
• Budget cannibalization: Upper-funnel spend can starve Search and LSAs—channels that still carry your month.

How I’d Test It (Without Torpedoing ROI)

1. Fix conversion hygiene first.
   • Only mark Primary conversions that represent money: qualified call (duration threshold + IVR/agent disposition), booked appointment, or signed job via offline conversion import.
   • Turn micro-events (page views, time on site) to Secondary so they don’t steer bidding.
   • Use enhanced conversions for leads and import closed-won jobs from your CRM if possible.
2. Set a conservative VTC window.
   • Keep the view-through window short (think 1–3 days) to limit phantom credit.
   • Deduplicate conversions across channels (Google Ads + GA4) so you’re not double-counting.
3. Structure a clean A/B.
   • Duplicate your Demand Gen campaign: same audiences, bids, and creatives.
   • Enable view-through optimization in the test; keep the control click-only optimized.
   • Split budget evenly; run 2–4 weeks minimum to exit learning.
   • Optional but better: geo split (paired ZIPs) to reduce audience overlap.
4. Measure downstream, not dashboards.
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