Google Premier Partner
Meta Business PartnerWhat is a Demand Gen campaign?
A Demand Gen campaign is a visual Google Ads campaign type for YouTube, including Shorts, Discover and Gmail. You use images and video and target audiences such as lookalike segments and customer lists. Demand Gen replaced Discovery campaigns and is used to spark interest among people who are not searching yet.
Why is a Demand Gen campaign important?
- Reach before the search: you reach people in their feed before they run a search.
- Visual story: images and video show what you offer.
- Complement to search: you build demand that your search campaigns can pick up later.
Examples of a Demand Gen campaign
- A sporting goods store shows a short video of a new running shoe in YouTube Shorts.
- A B2B software company invites a lookalike segment of its customer list to a webinar through Gmail.
- A plumber shows homeowners in the region a visual ad before the heating season.
How do you use a Demand Gen campaign?
Make strong image and video assets, choose audiences and a conversion goal, and give the campaign a learning phase before you draw conclusions. Google has converted video action campaigns to Demand Gen. See Google Ads campaigns.