Demand Gen ads are Google’s latest swing at helping advertisers drive demand before people actively search for something. They combine Google’s AI with rich creative formats and placements across YouTube, Discover, and Gmail to spark interest and push people down the funnel.
You’re probably relying too much on search campaigns. But what about those who don’t even know they need you yet? That’s where Demand Gen ads step in—they target users based on intent signals across Google’s biggest visual surfaces.
So, what are Demand Gen ads?
Goal: Create demand, not just capture it. You’re building awareness and consideration.
Placements: YouTube (including Shorts), Gmail, and Discover feed—massive reach.
Formats: Use image, video, and carousels (yes, carousels!) to grab attention.
Audience targeting: Taps into custom segments, lookalikes, and retargeting—powered by AI.
Optimized for actions: You can choose sales, leads, or website traffic as your goals.
Think of it like a hybrid between Performance Max and Discovery—but with more visual power and tighter focus on mid-funnel performance.
Why should you care?
Brand visibility: Show up where your audience scrolls and watches—not just where they search.
Creative control: Unlike PMax, you can test and learn from different creatives.
Performance potential: Early tests show higher CTRs and lower CPAs compared to traditional Discovery campaigns.
If you’re tired of only playing at the bottom of the funnel, Demand Gen campaigns open up a whole new playground.
Blogging gives me a chance to share my extensive experience with Google Ads. I hope you will find my posts useful. I try to write once a week, and you’re welcome to join my newsletter. Or we can connect on LinkedIn.