Demand Gen
Demand Gen is a Google Ads campaign type that shows visual ads across YouTube, Discover, Gmail and Google's display inventory to create and capture demand.
What are Demand Gen campaigns?
Demand Gen is a Google Ads campaign type for reaching people before they actively search. It replaced Discovery campaigns in 2023 and shows image and video ads across YouTube (including Shorts), Google Discover, Gmail and, increasingly, Google’s display network: Google is moving standalone Display campaigns into Demand Gen.
Demand Gen sits between brand awareness and search advertising. It is designed to create interest and drive considered actions, such as visits, sign-ups or leads, using AI-based bidding and audiences.
Key features:
- Visual formats: single image, carousel and video ads, including vertical video for Shorts.
- Audiences: your own lists (Customer Match, remarketing), interests and lookalike segments based on your best customers.
- Bidding: optimization for clicks, conversions or conversion value.
When it makes sense:
- To build demand for products people don’t yet search for.
- To reach new audiences that resemble your existing customers.
- As a complement to Performance Max, when you want more control over channels, audiences and creative.
Success depends on strong creative and good first-party data. Judge results over a longer period and with an appropriate attribution model, because many conversions from Demand Gen happen later through other channels. For international campaigns, create creative per market and language rather than translating one set.