Most Google Ads campaign names tell you what they do. Demand Gen doesn't, and its placements can be similar to other campaigns, so we've written a summary of Demand Gen campaigns in Google Ads.
Where Demand Gen ads appear
Demand Gen ad placements can be found across some of Google's core assets: YouTube, YouTube Shorts, Discover, and Gmail. This campaign style was formerly called Discovery Ads. Demand Gen ads come in three main types: single images (similar to display ads), video ads (like what you create in a Video campaign), and carousel image ads (similar to what you see on Meta).
Demand Gen vs Display campaigns
There are some important differences between Demand Gen and Display campaigns. Display Ads are placed across external websites all over the internet, not just properties belonging to Google. Demand Gen's image ads only cover Google-owned YouTube, Gmail, and Discover assets. If you want your ad placements on Gmail, run a Demand Gen campaign. Run a Display campaign if you are looking for wider reach on websites like news.com.au and afr.com. In most cases, there are benefits in running both styles of campaigns, especially with remarketing audiences.
Demand Gen vs Video campaigns
Video campaigns are specifically tailored to deliver content in video format. Demand Gen campaigns can use text, images, or a combination of both, aiming for a wide reach or specific targeting based on user searches and behaviour. Demand Gen campaigns might focus more on clicks and direct conversions, whereas Video campaigns are optimised based on views, view rate, or interactions.
How we use Demand Gen at ClickedOn
At ClickedOn, we lean towards image ad Demand Gen campaigns. We like the quality of placements and CPCs, so find ourselves using Demand Gen across the funnel, from article-style top-of-funnel campaigns to remarketing audiences at the bottom of the funnel. The lookalike audiences in Demand Gen are also a big plus. When wanting to run video ads that are more about storytelling, demonstrating products, and building brand affinity, we tend to stick to specific Video campaigns.
AI and Demand Gen
Demand Gen can now generate image variants from a prompt, which makes creative testing cheaper. The tools, powered by Google AI, produce usable variants in a few minutes. And if you have existing images that perform well, you can generate similar options with the "Generate more like this" feature. This means you can now easily use AI to test different creative elements of your ads to find the best-performing creative that works on your customers.
For ad creative specifications across all platforms, check our essential ad specs guide. Ready to add Demand Gen to your Google Ads strategy? Let's talk.
