Demand Gen Campaigns: The Future of Social-Style Advertising on Google 

What is a Demand Gen Campaign?

Demand Gen (DG) campaigns are Google’s newest campaign type, designed to drive conversions and engagement across visually immersive platforms like YouTube, Discover, and Gmail. They are built for social-style advertising, using eye-catching images and videos to reach audiences who are more likely to take action.

✅ Replaces Discovery Campaigns
✅ Best for driving demand & conversions through visuals
✅ Uses AI-powered audience targeting

Where Demand Gen Ads Appear

✔ YouTube – In-feed & Shorts ads (appearing on YouTube Home & Watch pages)
✔ Google Discover – Ads placed within Google’s news feed
✔ Gmail – Appears in Gmail’s Promotions & Social tabs

Key Features of Demand Gen

🔥 Social-Like Ad Experiences – Designed to feel like social media ads, making them more engaging.
🔥 Multi-Asset Creatives – Supports videos, carousels, single images, and short-form content.
🔥 AI-Driven Audience Targeting – Uses Google’s AI to target users most likely to convert.
🔥 Lookalike Audiences – Find new customers similar to your existing audience.
🔥 Optimized for Conversions – Unlike Display campaigns, Demand Gen focuses on action, not just awareness.

Ad Formats for Demand Gen

1️⃣ Single Image Ads – Visually appealing static ads, great for brand messaging.
2️⃣ Carousel Ads – Swipeable multi-image ads (like Instagram carousel).
3️⃣ Video Ads – Full-screen video experiences on YouTube & Discover.
4️⃣ Shorts Ads – Specifically optimized for YouTube Shorts.

How Demand Gen Works

1. Upload Assets – Provide images, videos, headlines, and descriptions.

2. Choose Audience Signals – Help Google find the right people using lookalike audiences, retargeting, and interests.

3. AI Optimizes Placements – Google automatically tests different combinations to maximize engagement & conversions.

4. Track & Optimize – Monitor conversions and refine assets for better performance.

Pros & Cons of Demand Gen

Who Should Use Demand Gen?

✅ E-commerce brands wanting to showcase products visually
✅ Advertisers running social-style campaigns on YouTube & Discover
✅ Brands looking for new customer acquisition via AI-powered targeting
✅ Businesses using video & carousel ads to drive engagement

Who Should NOT Use Demand Gen?

❌ Businesses looking for immediate, high-intent conversions (Search Ads are better).
❌ Advertisers with no creative assets (Visuals & videos are key for success).
❌ Local businesses with small budgets (Search or Performance Max may be better).

Best Practices for Demand Gen Campaigns

📌 Use a Mix of Ad Formats – Test single images, carousels, and videos for better engagement.
📌 Leverage Lookalike Audiences – Use past customers to find new similar users.
📌 Optimize for Conversions – Focus on sales, sign-ups, or leads, not just clicks.
📌 Make the First Few Seconds Count – Hook users quickly, especially with video ads.
📌 Monitor Engagement & Adjust Creatives – Refresh ad visuals often to prevent fatigue.

See other campaign types, Click here.