Google Ads updates Creator Partnerships with search and management tools

New Delhi: Google Ads has upgraded its Creator Partnerships platform with new tools designed to simplify how advertisers identify and manage collaborations with YouTube creators. 

The update includes a beta version of Creator Search, which allows advertisers to locate creators by keyword or channel handle, with filters for subscriber count, average views, location, and contact availability.

In addition to search functionality, Google has introduced a Management section that centralises creator communications. Advertisers can now view creator names, inquiry status, subjects, latest updates, and response deadlines in one place, with direct email access built in.

Thomas Eccel, a Google Ads specialist, first noted the updates and shared details on LinkedIn. These enhancements are intended to support the growing role of creator-led campaigns by providing advertisers with more structured workflows and better oversight, bringing creator partnerships closer to the level of organisation expected from other paid media efforts.