Google Ads introduced Creator Search in beta, letting advertisers find YouTube creators by keyword or channel handle. Filters for subscriber count, average views, location, and contact availability cut the time and manual effort needed for research and outreach.
Alongside search, Google added a new Management section that centralizes creator communication. Advertisers can view creator names, inquiry status, subjects, latest updates, and response deadlines in one place, with direct email access built in.
Why we care. As creator-led campaigns take on a bigger role in media strategies, advertisers need better ways to find the right creators and manage partnerships. Google Ads’ latest Creator Partnerships update targets both challenges.
First seen. Google Ads specialist Thomas Eccel first spotted the update and shared it on Linkedin.
The big picture. These changes push Creator Partnerships closer to a true workflow tool, giving teams the same structure and accountability they expect from 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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