Google rolls out Creator Search to find YouTube creators using keywords

Google has rolled out a new feature called Creator Search that lets advertisers discover YouTube creators directly inside Google Ads. The update appears within the Creator Partnerships Beta and focuses on how brands find and manage creator relationships without leaving the ads platform.

The change was first spotted by Thomas Eccel, who shared screenshots on LinkedIn, and later reported by Search Engine Land. Eccel wrote, “Spotted two new sections inside the Google Ads Creator Partnerships Beta,” pointing to Creator Search as one of the additions.

How Creator Search works for advertisers

Creator Search allows advertisers to look up YouTube creators by typing keywords or creator handles into a search bar. From there, results can be narrowed using several filters tied to audience and access details. According to Eccel, advertisers can filter creators by subscriber count, average views, location, and contact options.

Instead of browsing YouTube manually, advertisers can search for creators using the same intent-driven approach they already use in paid search.

Based on Eccel’s example, advertisers can filter creators by subscriber count, such as channels with 100,000 to one million subscribers. They can also narrow results by average views per video, for example, between 10,000 and 50,000 views. Location filters allow advertisers to focus on creators based in specific markets like Germany or the UK. There is also a filter for contact availability, including whether inquiry or email details are visible.

This means a marketer running a regional campaign may focus on creators who already reach audiences in specific markets, while also checking whether direct contact options are visible before reaching out.

A new Management menu for creator inquiries

Google has also added a Management menu to enable advertisers to keep track of creator conversations. This section brings multiple inquiry details into a single view. Advertisers can view the creator’s name, inquiry status, subject, latest update, response-by date, and email address. Direct email access is built into the interface, according to information shared by Eccel.

Google is expanding its creator tools

Google has been expanding its creator and partnership tools over the past few years, particularly as brands shift more budget toward YouTube creator-led campaigns. Creator Partnerships was introduced to help advertisers work with creators, offering tools for discovery, outreach, and measurement.

Creator Search builds on that foundation by adding keyword-based discovery and structured filters. The new addition also aligns with Google’s broader push to centralize partnership tools inside Ads, rather than treating creator campaigns as a separate workflow.

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