Google Demand Gen Campaigns: The New Way to Scale Beyond Search (2024)

For 20 years, Google was a machine for capturing intent. Someone types "buy shoes". You show them a shoe.

But what if nobody is searching for you? What if you want to create desire where none existed?

For years, Facebook/Instagram owned this "Push Marketing" space. Google fought back with Discovery Ads. And now, they have evolved into Demand Gen.

Demand Gen is Google's answer to Meta. It is a visual-first, social-style campaign type that spans YouTube (Shorts & In-Stream), Discover Feed, and Gmail. This is the "Mega-Authority" guide to mastering it.

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Part 1: What is Demand Gen? (vs. Discovery)

Demand Gen replaced Discovery Ads in 2024. The core difference is Video.

• Discovery: Only allowed static images.
• Demand Gen: Allows Short-form Video (Shorts), Long-form Video, Carousels, and Single Images across all placements.

The "Social" Ecosystem: Google has 3 billion users on these properties effectively scrolling a feed (just like Instagram).

1. YouTube Shorts: The TikTok competitor. Mental State = Entertainment.
2. Discover: The news feed on Android phones. Mental State = Curiosity.
3. Gmail: The Promotions tab. Mental State = Product Discovery.

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Part 2: The Lookalike Audiences (Wait, what?)

Yes, Google brought back Lookalikes (technically called "Look-Alike Segments"). This feature is exclusive to Demand Gen campaigns. You cannot use it in Search or Display.

How it works:

1. Upload your customer email list (First-Party Data).
2. Google finds users with similar characteristics across YouTube and Search behavior.
3. Reach: You can select a slider from "Narrow" (2.5% of population - most similar) to "Broad" (10% - most scale).
   • Strategy: Start with Narrow (2.5%) for conversions. Use Broad for awareness.

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Part 3: Creative Strategy (The "Stop the Scroll" Hook)

You cannot use your Search Ad copy here. You cannot use a generic stock photo. Demand Gen is Social Advertising.

Video Requirements (YouTube Shorts):

• Format: 9:16 Vertical Video.
• The First 3 Seconds: Must have a visual hook. Keep pace fast. Subtitles represent mandatory (many watch on silent).
• UGC vs. Polished: User Generated Content (UGC) style often outperforms polished TV commercials on Shorts.

Image Requirements (Discover/Gmail):

• Resolution: High Quality. No text overlays (or minimal).
• Composition: Lifestyle images work better than product on white background.
• Carousels: Use them for storytelling or showing a product range. "5 Reasons to Switch" (Card 1-5).

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Part 4: Bidding Strategies (Clicks vs. Conversions)

Demand Gen offers a unique bidding option that Discovery didn't have: Maximize Clicks.

1. Maximize Clicks:

• Goal: Cheap Traffic.
• Use Case: Retargeting pool building. Driving traffic to a blog post.
• Cost: We often see CPCs as low as $0.10 - $0.20.

2. Target CPA (tCPA):

• Goal: Conversions (Leads/Sales).
• Use Case: Direct Response.
• Recommendation: Only use this if you have solid conversion data (30+ per month). If you start a fresh Demand Gen campaign on tCPA without data, it will not spend.

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Part 5: The "Retargeting" Powerhouse

Our favorite use case for Demand Gen is Mid-Funnel Retargeting.

• Audience: "Viewed YouTube Video" (540 Days) OR "Visited Website" (30 Days).
• Creative: A "Testimonial" Carousel or a "Founder's Story" video.
• Why: It is cheaper than Display, higher quality than Display, and more visible than Search.

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Summary

Demand Gen is not a "Set and Forget" campaign. It requires Creative Refreshing. Treat it like a Facebook Ad account.

1. Refresh creative every 2 weeks.
2. Test different Aspect Ratios (Square vs Portrait).
3. Leverage Lookalike Segments based on your best customers.

If you are maxed out on Search, Demand Gen is your next frontier.