YouTube Influencer Marketing Just Got Way Easier

Google Ads has rolled out a new feature called the Creator Partnership Hub, announced at Google Marketing Live 2025. This tool is designed to make it much simpler for brands to connect with YouTube creators and promote their content to new audiences. It’s all happening directly within Google Ads, meaning no extra platforms or services are needed.

This new integration allows businesses to easily find and promote videos from creators they’re working with. It’s a big step forward, especially for those already using user-generated content (UGC) in their marketing efforts. Previously, this process could be quite manual, involving finding influencers, getting their content, and then uploading it to ad platforms. The Creator Partnership Hub aims to streamline all of that.

Key Takeaways

• The Creator Partnership Hub is a new section within Google Ads for engaging with YouTube creators.
• It allows brands to promote creator videos directly in their ad campaigns.
• The feature can be used as a standalone YouTube campaign or added to PMAX and Demand Gen campaigns.
• It simplifies the process of using UGC, making it more accessible for businesses.
• Brands can gain access to organic and paid analytics for the promoted videos.
• It enables the creation of custom audiences based on a creator’s followers and viewers.
• Google’s push towards video content is evident across its platforms, including search results and AI overviews.
• The tool is beneficial for both B2C and B2B businesses, though the type of UGC may differ.
• Using creators who align with a brand’s audience and tone is more important than just picking the biggest influencer.
• The platform itself is free to access, but creators will need to be compensated for their work.

How the Creator Partnership Hub Works

When you access the Creator Partnership Hub within Google Ads, it essentially opens up a YouTube-like interface. Google’s algorithm helps recommend videos that mention brand names, making it easier to find relevant content. If you’re already working with a creator, you can link to their videos directly. This creates a brand partnership, and the ad runs on the creator’s organic YouTube channel.

One of the most exciting aspects is the ability to access both the organic and paid analytics of the video. Even better, you can segment audience data from the video. This means you can create custom audiences based on the creator’s followers and viewers, which is a powerful way to expand your reach.

Why This is a Game Changer

For businesses already investing in UGC, this new hub significantly cuts down on the manual effort. Instead of sourcing creators and managing content separately, it’s all integrated into Google Ads. This makes the process much more efficient and accessible, especially for businesses that might not have explored influencer marketing before.

Charlie, the CEO of Exposure Ninja, highlighted that this move by YouTube makes perfect sense. Google owns YouTube, and they are increasingly integrating video content into search results, AI overviews, and other areas. By making it easier for advertisers to use YouTube content, Google keeps users within its ecosystem for longer.

The Shift Towards Video in Search

We’re seeing a clear trend where video content, especially short-form video, is becoming more important in how people search. Younger generations, like Gen Z, consume video content heavily. This shift means platforms like Google need to adapt. The Creator Partnership Hub is a direct response to this changing search behavior.

Rebecca, Head of PPC at Exposure Ninja, noted that Google is actively encouraging the use of video in ad campaigns. For instance, PMAX campaigns get a better quality score when videos are included. This rewards advertisers for embracing video, aligning with Google’s broader strategy.

Google Partner Badge Explained

Rebecca also touched upon the importance of the Google Partner badge. This badge signifies that an agency meets certain criteria, including having certified staff, actively using Google’s advertising features (like video), and demonstrating a good return on investment for clients. It acts as a trust signal for businesses looking for a reputable marketing partner.

Is it for Every Business?

While UGC is very common in B2C and e-commerce, the Creator Partnership Hub can be valuable for B2B businesses too. UGC doesn’t always have to be product reviews. It can include testimonials, expert opinions, or even creative content that aligns with a brand’s tone. For B2B, this might look like customer success stories, product demos, or tutorials that explain complex topics in an accessible way.

Even in sectors like finance or software, where content can seem complicated, relatable video content from creators can build trust and clarify information. The key is to find creators whose audience and style match your brand and target customers.

Budget and Integration

There’s no need for a massive additional budget to use the Creator Partnership Hub. You can integrate it into your existing campaign structures and budgets. While the platform is free to access, you will need to arrange payment and contracts with the content creators you choose to work with, often through YouTube’s Brand Connect platform.

It’s recommended to start with a smaller test budget to see how it performs before committing significant resources. The hub also allows for multi-channel strategies, meaning you can use the creator’s content across various platforms, not just Google Ads.

Finding the Right Creator

When selecting a creator, it’s more effective to choose someone who genuinely aligns with your brand and audience rather than just picking the influencer with the largest following. Relatability and a similar tone of voice are key. Even smaller, highly engaged influencers (nano-influencers) can be very effective, especially for businesses with smaller budgets.

Ultimately, the Creator Partnership Hub offers a powerful new way to connect with audiences through authentic creator content, making influencer marketing more accessible and integrated than ever before.