Google Demand Gen Campaigns: Reach Customers Before They Search
Build pipeline from audiences who haven't searched yet. We manage visually-rich Demand Gen campaigns across YouTube, Discover, and Gmail that turn cold prospects into qualified leads.
Search Campaigns Only Reach People Already Looking. What About Everyone Else?
Google Search captures demand. Demand Gen creates it. If you only run Search campaigns, you are competing for the same pool of active searchers as every other advertiser in your category.
The problem is that most of your potential customers are not searching yet. They are scrolling YouTube, browsing Discover, and checking Gmail. Demand Gen puts your brand in front of them with visually-rich creative before they ever type a query.
At PPC Chief, we build Demand Gen strategies that complement your Search campaigns -- expanding reach to qualified audiences and warming them up so they convert when they do search.
What Are Google Demand Gen Campaigns?
Demand Gen is Google's visually-rich campaign type that reaches users across YouTube, Discover, and Gmail. It replaced Discovery campaigns in 2023. Designed for mid-funnel engagement -- reaching people who haven't searched yet but match your ideal customer profile. Demand Gen uses Google's audience signals and creative AI to serve image, video, and carousel ads to prospects most likely to engage with your brand.
What Our Demand Gen Management Includes
Full-service management of your Demand Gen campaigns, from audience strategy to creative testing.
Creative Asset Development
High-impact image and video creative designed for Demand Gen placements. Multiple aspect ratios, headlines, and descriptions for maximum ad combination testing.
Audience Building & Lookalikes
Custom audience segments built from your first-party data, combined with Google's lookalike modelling to find new customers who match your best buyers.
YouTube + Discover + Gmail Placement
Strategic placement management across all three Demand Gen surfaces, with performance analysis by channel to optimise your media mix.
Product Feed Integration
For ecommerce businesses, we connect your product feed to Demand Gen campaigns for dynamic product ads across YouTube and Discover.
A/B Testing & Creative Rotation
Structured creative experimentation with systematic testing of images, video, headlines, and CTAs to continuously improve performance.
Conversion & Micro-Conversion Tracking
Full measurement setup including primary conversions, micro-conversions, and view-through attribution to capture the full impact of mid-funnel campaigns.
Results Our Clients See
Expand your addressable audience beyond active searchers to qualified prospects.
Lower cost per engaged website visit compared to Display and social channels.
Incremental pipeline generated from audiences that never searched for your product.
When to Use Demand Gen Campaigns
Your Search campaigns are maxed out and you need incremental reach
Building brand awareness in a market where buyers don't know your category exists
Launching a new product to audiences who haven't searched for it yet
Driving mid-funnel engagement to warm up prospects before they search
Retargeting website visitors with visually-rich creative across Google surfaces
Reaching competitor customers with comparison messaging on YouTube and Discover
How It Works
A proven four-step process from audit to scale.
Audience & Creative Audit
We analyse your existing customer data, creative assets, and conversion funnel to build a Demand Gen strategy that complements your Search campaigns.
Campaign Architecture
Audience segments, creative combinations, placement strategy, and conversion tracking are configured for maximum testing velocity.
Launch & Test
Campaigns launch with structured A/B tests across audiences, creatives, and placements. We optimise daily based on engagement and conversion signals.
Measure & Scale
Full-funnel attribution connects Demand Gen activity to pipeline and revenue. Winning combinations are scaled; underperformers are replaced.
Demand Gen Management Pricing
Flat monthly fees. No percentage of ad spend. No hidden costs.
Starter
For businesses testing Demand Gen campaigns
- --1 audience segment
- --Up to £5k/month ad spend
- --Monthly reporting
- --Basic creative setup
- --Conversion tracking
Growth
For businesses scaling mid-funnel reach
- --Multiple audience segments
- --Up to £25k/month ad spend
- --Fortnightly reporting
- --Creative testing programme
- --Lookalike audience building
- --Product feed integration
Enterprise
For large accounts with complex funnels
- --Full Demand Gen suite
- --£25k+ monthly ad spend
- --Weekly reporting & calls
- --Advanced audience modelling
- --Cross-channel attribution
- --Creative production support
- --Dedicated account manager
Demand Gen Campaigns -- Frequently Asked Questions
- Demand Gen is Google's visually-rich campaign type that reaches users across YouTube, Discover, and Gmail. It replaced Discovery campaigns in 2023. Designed for mid-funnel engagement, it reaches people who haven't searched yet but match your ideal customer profile using Google's audience signals.
- Demand Gen gives you more control over creative and placements than PMax. While PMax runs across all Google surfaces automatically, Demand Gen is specifically designed for YouTube, Discover, and Gmail with richer creative formats and more granular audience targeting. It's a mid-funnel tool, while PMax is full-funnel.
- Demand Gen supports single image ads, carousel image ads, short-form video ads, and product feed ads. You can run multiple creative formats simultaneously, and Google will optimise delivery based on which combinations perform best for each audience segment.
- We measure Demand Gen on mid-funnel and conversion metrics: engaged visits, micro-conversions (email signups, content downloads), assisted conversions, and view-through conversions. We also track the downstream impact on Search volume and direct conversions.
- We recommend a minimum of £2,000-£3,000 per month in ad spend to generate enough data for meaningful optimisation. Demand Gen campaigns need sufficient budget to test creative combinations and audience segments effectively.
- Yes, particularly with remarketing audiences and product feed integration. While Demand Gen excels at mid-funnel engagement, well-targeted campaigns with strong creative and landing pages can drive direct conversions, especially for ecommerce and lead generation.
Ready to Reach Customers Before They Search?
Get a free review of your mid-funnel strategy. See how Demand Gen campaigns can expand your reach and build pipeline from audiences your Search campaigns will never touch.