Paid Search
Demand Gen: creating demand before anyone searches
Demand Gen combines video and image assets in one campaign and reaches people in Google's feeds, even when they are not searching right now g-demandgen. It serves on YouTube including Shorts, in Discover, in Gmail, on Maps and across the Display Network g-demandgen. Available are images in several aspect ratios, videos in landscape, portrait and square, carousel ads with two to ten cards and product feeds from Merchant Center g-demandgen. The channel is thus not a substitute for search, but the stage before it.
What we do: We settle measurement before launch, build creatives for the feeds in every aspect ratio, start with broad signals and check against search; you create demand where search hits its ceiling and can prove what the channel adds.
By Robin Kardinal, Chief Operation Officer (COO)
Last updated on
What it is about and when it becomes relevant
What Demand Gen is
A campaign type for the surfaces where people browse instead of search: YouTube and Shorts, Discover, Gmail, Maps and the Display Network g-demandgen. The formats range from images in the aspect ratios 1.91:1, 4:5 and 1:1 through videos in landscape, portrait and square to carousels with two to ten image cards and product feeds from Merchant Center g-demandgen.
When it becomes relevant
When your search campaigns hit their ceiling because demand is finite. Then no higher bid helps anymore, only more people developing the need in the first place. Likewise for products that need explaining, which nobody searches for on their own because the category does not exist for them yet.
Audiences and bids
On offer are predefined Google audiences by interest and purchase intent, lookalike segments based on past purchases or site visits, and custom adjustments; restrictions apply to sensitive categories g-demandgen. Bidding runs on maximize clicks, maximize conversions or value-based g-demandgen.
Common mistakes and how you spot them
Measuring Demand Gen by last click
How you spot itIn the report the channel looks weak while brand and direct traffic rise over the same period. Whoever creates demand rarely shows up as the last touch.
Creatives carried over from search
How you spot itAd copy answers a question nobody asked in this environment. Dwell time stays low although the reach is fine.
Only one aspect ratio delivered
How you spot itThe campaign serves on few surfaces although the budget would stretch. The formats for the rest are simply missing g-demandgen.
Audience signals set too narrow
How you spot itDelivery stays far below budget, and frequency on few people climbs.
How we go about it
Settle measurement before launch
We define what the channel is measured by before it runs: control groups or time periods instead of last-touch attribution.
Build creatives for the environment
Dedicated messages for feeds instead of repurposed search copy, and all required aspect ratios and video formats from the start g-demandgen.
Start with broad signals
We begin with wider audiences and narrow down only when the data supports it. The other way round, the campaign never learns enough.
Reconcile against search
We watch what Demand Gen does to demand in search and brand. Its contribution shows there, not in its own conversion column.
Further reading
This topic belongs to SEA.
Frequently asked questions
Where are Demand Gen ads served?
On YouTube including Shorts, in Discover, in Gmail, on Google Maps and across the Display Network g-demandgen.
Which formats does Demand Gen support?
Images in the aspect ratios 1.91:1, 4:5 and 1:1, videos in landscape, portrait and square, carousel ads with two to ten image cards and product feeds from Merchant Center g-demandgen.
What is the difference between Demand Gen and Performance Max?
Demand Gen targets the feeds where people browse g-demandgen. Performance Max serves all Google surfaces including the search network from one campaign g-pmax. Demand Gen creates demand, Performance Max additionally collects it.
Which bidding strategies exist in Demand Gen?
Maximize clicks, maximize conversions and value-based bidding optimizing on conversion value g-demandgen.
How do I measure whether Demand Gen works?
Through control groups or deliberately holding out audiences, not through last-touch attribution. The channel acts before the click, and the last touch usually sits elsewhere.
Is this exactly where you are stuck?
Write to us about where it is stuck. Robin Kardinal and the team will look at what is concretely behind it in your case, and tell you where the biggest lever sits.
Sources
Every statement about ad products comes from the official documentation of the respective platform, with the date we retrieved it. Products change; if something looks outdated to you, write to us and we will check it.
- g-demandgenGoogle Ads-Hilfe, Demand Gen-Kampagnenretrieved on 21.9.2026
- g-pmaxGoogle Ads-Hilfe, Performance Max-Kampagnenretrieved on 21.9.2026
Content and images on this page may have been created with AI support.