Google Ads
Demand Gen campaigns
A Google campaign type that shows image and video ads across YouTube, Discover and Gmail, among other Google surfaces.
What it is
Demand Gen reaches people who are not searching yet, with visual ads and audience signals, and replaced Google's earlier Discovery campaigns.
Why it matters
For lead generation and e-commerceIt gives Google advertisers a social-style channel for creating demand, measured against the same conversions as search.
In practice
Advertisers supply images, videos and copy, choose audiences or lookalike segments, and set a conversion or value goal.
A common mistake
Judging it by the same last-click numbers as search. It works earlier in the journey and needs a fairer read.
All terms