What is Demand Gen?

Short answer

Demand Gen is a campaign type in Google Ads with images and video. Your ads appear on YouTube, in Discover, in Gmail and in Maps.

Separate Display campaigns are going away. Google is moving them to Demand Gen up to and including 2027.

Demand Gen is meant for people who are not actively searching yet. It works like advertising on Instagram but inside Google.

Good photos and short videos of your own work matter most here.

Real-life example

A charity used Demand Gen to show a short video about its work on YouTube in its region. After that more people searched for its name in Google.

At Marketing Friends we take care of this for businesses across Europe. Read more about Google Ads or first do the free scan.

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