Google Ads Upgrades Creator Partnerships

Google Ads has recently upgraded its Creator Partnerships feature, adding new tools designed to simplify the process of managing YouTube creators at scale. These improvements aim to make it easier for advertisers to discover creators, streamline communications, and organise campaigns more effectively.

One of the most notable additions is Creator Search, which enables advertisers to find potential collaborators using keywords or channel handles. This allows campaigns to be targeted more precisely and ensures that brands can identify creators whose content aligns closely with their marketing goals.

The search tool also allows results to be filtered by metrics such as subscriber count, average views per video, location, and whether the creator’s contact information is available. By offering these filters, Google significantly reduces the manual work typically involved in creator research.

Before this update, advertisers often had to spend considerable time reviewing multiple channels, manually gathering metrics, and reaching out to creators individually. Creator Search now consolidates much of this process into a single platform, saving time and improving efficiency.

Alongside Creator Search, Google has introduced a Management section within Creator Partnerships. This feature centralises all creator communications, helping advertisers keep track of multiple collaborations in one place.

In the Management section, users can view creator names, inquiry status, subjects of discussion, latest updates, and response deadlines. Having this information in a single location allows teams to maintain organisation even when managing dozens of creator partnerships simultaneously.

Direct email access is also built into the platform, meaning that advertisers no longer need to switch between multiple tools to communicate with creators. This integration streamlines outreach and ensures timely follow-ups, which is crucial for maintaining productive relationships.

Why this matters for advertisers is clear: as creator-led campaigns become an increasingly important part of media strategies, the need for efficient tools to find the right creators and keep partnerships organised has grown. Google Ads’ enhancements are aimed at addressing both of these challenges.

The beta update was first spotted by Google Ads Specialist Thomas Eccel, who shared his observations on LinkedIn. This early insight offered a glimpse into the practical applications and benefits of the new tools for advertisers.

From a broader perspective, these updates move Creator Partnerships closer to a full workflow solution. Rather than functioning as a simple matching tool, the platform now supports structured campaign management, accountability, and reporting similar to other paid media campaigns.

By providing both discovery and management features, Google Ads ensures that teams can maintain visibility over all aspects of their creator campaigns. This helps prevent missed communications, delayed responses, and other inefficiencies that can impact campaign performance.

Another key advantage is that the system allows advertisers to track campaign progress and engagement more systematically. Metrics collected through Creator Search and Management provide valuable insights into which creators are delivering results and where adjustments may be needed.

For marketing teams, the update offers a more integrated approach. Rather than relying on separate tools for research, outreach, and management, everything is now contained within Google Ads, reducing friction and improving workflow.

The enhanced Creator Partnerships also align with broader trends in the digital advertising space, where brands are increasingly leveraging influencer and creator-led strategies. By providing automation and centralisation, Google supports advertisers in scaling these campaigns without sacrificing control or insight.

Ultimately, these changes make it easier for advertisers to run creator-led campaigns at scale while maintaining oversight, organisation, and effectiveness. By improving both discovery and management, Google Ads strengthens its position as a key platform for creator collaborations.

With these updates, advertisers now have a more robust and structured solution for managing YouTube creator partnerships, making campaign planning, execution, and optimisation far more efficient than before.