TL;DR
Demand Gen campaigns serve visually rich ads across YouTube (in-feed, Shorts, in-stream), Gmail (Promotions tab), and Google Discover. Create a campaign with Demand Gen type, upload creative assets (single images, carousels, or videos), set up audience targeting (lookalike segments, custom audiences, remarketing), choose your bidding strategy (Maximise Conversions or Target CPA), and launch. Demand Gen is Google's answer to social media advertising — use it for visually compelling products, brand storytelling, and reaching users in a browsing mindset.
Overview
Demand Gen campaigns serve visually rich ads across YouTube (in-feed, Shorts, in-stream), Gmail (Promotions tab), and Google Discover. Create a campaign with Demand Gen type, upload creative assets (single images, carousels, or videos), set up audience targeting (lookalike segments, custom audiences, remarketing), choose your bidding strategy (Maximise Conversions or Target CPA), and launch. Demand Gen is Google's answer to social media advertising — use it for visually compelling products, brand storytelling, and reaching users in a browsing mindset.
Related Guides
See our complete guide library for detailed coverage of account setup, tracking implementation, campaign creation, audience building, creative best practices, and optimisation strategies across all platforms.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and ongoing optimisation is a continuous process.
What budget should I start with?
Start with enough to generate at least 50 conversions per week for the platform's algorithm to learn effectively. This varies by industry and CPA.
When should I expect results?
Allow 2-4 weeks for the initial learning phase. Meaningful performance trends typically emerge after 30 days of consistent spending.
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