Google Ads

Demand Gen

Google's visual campaign type for YouTube, Discover and Gmail, aimed at people who are not searching yet.

Demand Gen is a Google campaign type that shows image and video ads in YouTube feeds, Shorts, Discover and Gmail: places where people are browsing, not searching. It is the nearest thing Google has to a Meta feed ad, and it behaves like one: it needs several images and a video to rotate, an audience signal to start from, and a conversion goal it can see. The three ways it goes wrong are the three checks: an ad running on a single asset with nothing to rotate in, a campaign with no audience signal so Google delivers to its own guess, and a campaign that has spent past the account's normal cost per conversion with nothing to show.

Augusta Bhardwaj

Built Admiral · runs the audits on real accounts