1What is Demand Gen?
The Newest Google Ads Campaign Type
Demand Gen launched as Google's answer to a persistent challenge: search-based advertising intimidates social media advertisers.
Demand Gen eliminates friction by allowing advertisers to create campaigns using:
- Image ads (single images or carousels)
- Video ads (short and long-form)
- Combination campaigns (both formats together)
Where Demand Gen Ads Appear
| Placement | Details |
|---|---|
| YouTube | In-feed, in-stream, Shorts feed. 2+ billion monthly users. |
| Google Discover | Native ads in Discover feed on mobile homepage and search app. |
| Gmail | Sponsored promotions in inbox tabs. 1.8+ billion users. |
Why Google Created Demand Gen
The Problem: Millions of advertisers on Meta never expand to Google because search advertising is too complex.
Learning Curve Comparison
| Meta Ads | Google Search (Traditional) |
|---|---|
| Choose objective | Choose objective |
| Define audience | Research keywords |
| Upload images/videos | Understand match types |
| Launch | Build keyword lists |
| Time: 15-30 minutes | Write text ads, set negatives, configure QS... |
| Time: 4-8 hours |
Demand Gen Solution: Choose objective → Define audience → Upload images/videos → Launch. Time: 20-40 minutes.
2Who Should Use Demand Gen?
Ideal Candidate Profile
Social Media Advertisers Expanding to Google
- Currently running successful Facebook/Instagram campaigns
- Have high-quality image and video creative
- Want to expand reach without learning search advertising
- Comfortable with visual-first approaches
Visually-Driven Brands
- Fashion and apparel
- Beauty and cosmetics
- Home décor and furniture
- Food and beverage
- Lifestyle products
- Travel and hospitality
Impulse Purchase Categories
- Products discovered through browsing rather than active searching
- Items benefiting from visual demonstration
- Emotional purchase decisions
When Demand Gen May NOT Be Optimal
- Intent-Based Services: Emergency services, B2B with active search behavior
- Text-Centric Offerings: Complex B2B software, services difficult to visualize
- Search-Dominant Industries: Legal, insurance, local services with high-consideration purchases
3Demand Gen vs. Performance Max
The Overlap Question
Both Demand Gen and Performance Max can run ads on YouTube, Discover, and Gmail. When should you use each?
Key Differences
| Factor | Demand Gen | Performance Max |
|---|---|---|
| Placements | YouTube, Discover, Gmail only | All Google properties |
| Creative | Images and/or videos | Images, videos, AND text |
| Placement Control | More focused | No control—Google decides |
| Learning Curve | Easier (social-like) | More complex |
| Search Access | No | Yes (high-intent) |
| Shopping | No | Yes (for e-commerce) |
Strategic Recommendation
Use Demand Gen First If:
- You're new to Google Ads
- You're transitioning from social media advertising
- You have strong visual creative but no search experience
- Your products/services are visual and discovery-driven
Graduate to Performance Max When:
- You've achieved success with Demand Gen
- You're ready for more complexity
- You want access to high-intent search traffic
- You can create text-based search assets
Agency Approach: For experienced clients, Performance Max from the start. For social-first clients new to Google, Demand Gen → Performance Max transition.
Want to see how your account stacks up?
Get a complete Google Ads audit in under 3 minutes.
4Creating a Demand Gen Campaign
Campaign Setup Process
Step 1: Campaign Objective
Select from: Sales, Leads, Website Traffic, Brand Awareness
Recommendation: Most advertisers should choose Sales or Leads to optimize for conversions.
Step 2: Campaign Settings
- Locations: Geographic targeting (countries, regions, cities, radius)
- Languages: Multiple selections allowed
- Bidding: Maximize conversions, Maximize conversion value, Target CPA, Target ROAS
- Budget: Daily amount or campaign total
Step 3: Audience Definition
This is where Demand Gen shines—audience targeting mirrors social platforms:
- Demographics: Age, gender, parental status, household income
- Detailed Demographics: Marital status, education, homeownership, employment
- Interests: Affinity audiences, in-market audiences, life events
- Custom Audiences: Customer Match, website visitors, YouTube engagers
Step 4: Creative Assets
| Asset Type | Specifications |
|---|---|
| Landscape Image | 1200 x 628 pixels minimum (1.91:1) |
| Square Image | 1200 x 1200 pixels minimum (1:1) |
| Portrait Image | 960 x 1200 pixels minimum (4:5) |
| Video (Horizontal) | 16:9, 6 seconds to 3 minutes |
| Video (Vertical) | 9:16 for Shorts |
| Video (Square) | 1:1 |
| Headlines | 5-15 variations, 40 characters max |
| Descriptions | 5-10 variations, 90 characters max |
5Creative Best Practices
Image Creative Guidelines
- High-quality, not pixelated or blurry
- Clear brand identity within first glance
- Text overlays must be mobile-readable
- Multiple formats provided for maximum placement coverage
Video Creative Guidelines
- First 3 seconds are critical for retention—hook immediately
- Brand identity clear within first second
- Design for sound-off viewing (captions/text)
- Strong opening that works as a standalone clip
- Vertical videos essential for YouTube Shorts
Headlines and Descriptions
- Focus on benefits and value propositions
- Use numbers and specifics when possible
- Include clear calls-to-action
- Test emotional vs. rational messaging
Asset Variety Recommendations
- Upload 5-20 images for testing
- Upload 3-10 videos for variety
- Google's algorithm tests combinations to optimize performance
6Audience Strategy
Audience Layering Approach
Layer 1: Demographics
Start with basic demographic targeting that matches your customer profile.
Layer 2: Interests and Behaviors
- Affinity Audiences: General interests (lifestyle, hobbies)
- In-Market Audiences: Active purchase research (highest intent)
- Life Events: Recently moved, upcoming birthday, getting married
Layer 3: Custom Audiences
- Customer Match: Upload customer email lists
- Website Visitors: Remarketing to past visitors
- YouTube Engagers: People who watched your videos
- Custom Intent: Define by keywords, URLs, apps
Social Advertiser Translation
| Meta Targeting | Demand Gen Equivalent |
|---|---|
| Interests | Affinity Audiences |
| Behaviors | In-Market Audiences |
| Custom Audiences | Customer Match |
| Lookalike Audiences | Similar Audiences (from Customer Match) |
| Retargeting | Website Visitors, YouTube Engagers |
Want to see how your account stacks up?
Get a complete Google Ads audit in under 3 minutes.
7Optimization and Measurement
Key Metrics to Track
| Metric | What It Tells You |
|---|---|
| CTR | Creative resonance |
| View Rate (Video) | Content engagement |
| Conversion Rate | Landing page effectiveness |
| CPA/ROAS | Campaign profitability |
| Audience Performance | Which audiences convert best |
Optimization Levers
- Creative: Pause underperforming assets, add new variations
- Audiences: Expand working audiences, exclude poor performers
- Bidding: Adjust CPA/ROAS targets based on performance
- Placements: Review performance by placement (YouTube vs. Discover vs. Gmail)
Learning Phase Expectations
- Allow 2-3 weeks for algorithm learning
- Expect initial volatility in performance
- Resist major changes during learning
- Budget minimum $50-100/day for sufficient data
Comparing to Social Performance
When evaluating Demand Gen vs. your Meta campaigns:
- Attribution windows may differ (adjust for comparison)
- Audience overlap exists—watch for frequency capping across platforms
- Incrementality matters—is Demand Gen reaching new customers or existing ones?