Crash Course in Demand Gen Campaigns in Google Ads

an illustration of customers
With Demand Gen, finding the right person to show your ad to is just the tip of the iceberg. Now it’s about speaking to that right person in a language they understand, at a time when they are most receptive.

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A Crash Course on Demand Generation Campaigns

If you’re ready to dive into the next generation of digital marketing, this article is for you. We are going to learn about the newest offering Google Ads has to offer: Demand Gen Campaigns

Demand Generation campaigns are a visually focused rework of Discovery campaigns that take the power of personalization to a new level.

By leveraging the massive amount of data that Google has, marketers can pinpoint audiences with more precision than ever before. With Demand Gen, finding the right people to see your ad is just the tip of the iceberg. It’s about speaking to your audience in a language they understand and at a time when they are most receptive.

 These campaigns are served across multiple platforms such as YouTube, Discover, and Gmail, which collectively boast over 3 billion monthly users.

Why Should You Leverage the Power of Demand Gen?

Demand Gen campaigns introduce an approach that is more nuanced than ever. The journey a user takes is not a simple, linear progression but a complex network of touchpoints. Considering the variety of media that people consume daily, it’s no secret that every journey requires a unique strategy.

Alongside the ability to test images and videos within their Demand Gen campaigns, advertisers now have access to advanced tools that offer previews of how their ads will appear across different screens and placements.

Who doesn’t want higher conversion rates? 

Instead of generating unfiltered traffic, Demand Gen seeks to gather engaged and interested traffic. By focusing on creating demand, these campaigns ensure that the leads entering your funnel are genuinely interested in what you are offering, thereby increasing the likelihood of a conversion.

To learn more about conversions and measurement, check out Measuring the Value of Conversions in Digital Marketing

The rollout of lookalike audience segments allows advertisers to target new audiences that share characteristics with their existing customers. This greatly improves the relevancy and effectiveness of their ads.

To fully leverage Demand Gen campaign capabilities, adopt these best practices:

Maintaining high-quality ad assets is essential. The content you create should aim to hold attention and deliver value to your audience.

Prioritize high-quality logos, images, videos, headlines, and descriptions to optimize performance. The highest quality content will educate, engage, and encourage interaction with your brand.

Learn more about Demand Gen asset specs.

Analyzing lead quality is paramount with this type of campaign. Look into the engagement of your leads.

How are they interacting with your content? Are they progressing through the funnel in the way that you expected?

It’s also important to track conversions and engagement across multiple channels. Include all touchpoints in your analysis, and find out which channels are the most effective. Optimize your strategy to focus on the high performing methods.

Google suggests conducting A/B experiments to identify the most effective assets for your audience.

Initially focusing on micro-conversions and aiming for at least 50 conversions can significantly improve a campaign’s success.

Strive to create a seamless experience. Coordinate your messaging across social media, email marketing, PPC, and in-person channels to ensure consistency.

Each touchpoint should reflect your brand values and echo the other points to create a unified narrative that guides audiences towards converting. 


Like any marketing campaign, it’s not enough to “set-and-forget” your Demand Gen campaign. Running ads is an iterative and ongoing process!

Implement tracking and analytics systems that provide you with the information you need to make data-driven decisions. Measure and analyze performance, audience insights, and suggestions for ad health.

These insights will help you fine tune your ads to increase conversions and plan for the future.


Demand Gen Features

a table describing the features of google ads demand gen campaigns

Google Ads’ Demand Gen campaigns offer sophisticated tools for businesses to more effectively reach and engage their target audience in order to build long-lasting relationships.

By leveraging AI-powered insights, diverse ad formats, and strategic bidding options, advertisers can craft personalized and impactful marketing campaigns. As these campaigns continue to evolve, staying updated and applying the recommended best practices is crucial for maximizing potential and fostering business growth. 

What works today might not work next week, so educating yourself and adapting to new trends is imperative.

Google Ads Demand Generation graphic

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