YouTube Expands Partnership Ads to All Brands & Tests Centralized Creator Partnerships Page in Google Ads

Lindsey Gamble / YouTube Creator Partnership Page

YouTube made Partnership Ads available to all advertisers, allowing brands to feature creator videos in their ad campaigns.

The platform is also testing a Creator Partnership page in Google Ads, designed to highlight creator videos promoting their brand. This new feature enables brands to request the linking of creator videos to their accounts, allowing them to use these videos as ads.

Why It Matters: By expanding creator-led advertising, YouTube is helping more brands integrate creator videos into their paid media strategies, resulting in stronger performance. For example, Shorts Partnership Ads have been shown to deliver up to 20% higher conversions compared to standard brand ads.