Google Ads upgrades Creator Partnerships with search and management tools

Google introduced Creator Search, which allows advertisers to discover YouTube creators using keywords or channel handles, then narrow results by subscriber count, average views, location, and contact availability. The update significantly reduces the manual work involved in creator research and outreach.

Alongside search, Google added a new Management section that centralizes creator communications. Advertisers can now see creator names, inquiry status, subjects, latest updates, and respond-by dates in one place, with direct email access built in.

Why we care. As creator-led campaigns become more central to media strategies, advertisers need better tools to find the right creators and keep partnerships organized. Google Ads’ latest update to Creator Partnerships (beta) aims to solve both problems.

First seen. This update was first spotted by Google Ads Specialist Thomas Eccel when he shared it on Linkedin.

The big picture. These changes move Creator Partnerships closer to a full-fledged workflow tool, helping teams manage creator collaborations with the same structure and accountability as other paid media efforts.

Bottom line. By improving both discovery and organization, Google Ads is making it easier for advertisers to run creator partnerships at scale.

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