The Creator Partnerships Hub is Google Ads' new, built-in solution for running and measuring sponsor-driven YouTube collaborations. Here’s how to leverage it effectively:
It’s a dedicated interface inside Google Ads to manage brand–creator partnerships on YouTube.
You can discover creators, request to link their videos, promote those videos as ads, and get unified analytics, all without leaving Google Ads.
How It Works
Locate the Hub
In Google Ads, navigate to Tools → Shared Library → Creator Partnerships (Beta) to access the hub if your account has access.
Find and Link Creator Videos
The hub suggests YouTube videos where creators already mention your brand, or lets you manually search via Insights Finder.
Once you identify a promising video, send a request through the hub to link it to your Google Ads account.
Run Ads with Creator Content
After linking, you can promote those videos in various campaign formats—like Demand Gen, Video Reach, Shorts, or Performance Max—with co-branded ad formats that preserve creator authenticity.
Track Performance in One Place
The hub surfaces organic and paid metrics side by side, including views, watch time, likes, and engagement, so you can evaluate performance in full.
Why This Matters
Brings influencer marketing into your Google Ads workflow, reducing tool clutter and manual back-and-forth.
Turn creator videos into measurable ad assets, complete with tracking and remarketing ability.
Scale smarter with data, allocate budget to top-performing creators or reuse their content across multiple campaigns.
Example Workflow
If a skincare creator tags your product in a YouTube Short:
You request to link that Short via the hub.
Once approved, include it in your Demand Gen campaign.
Track how its organic views compare to ad-driven lift.
Build remarketing audiences from viewers who engage with the creator’s content.
Final Take
The Creator Partnerships Hub is a powerful evolution in creator-led ads: discoverable, linkable, promotable, and measurable, all from inside Google Ads. It simplifies influencer campaigns for performance marketers, making them authentic and accountable.
