Search engine marketing
Demand Gen is a Google Ads campaign type running on YouTube, Shorts, the Discover feed and Gmail, aiming to match the effectiveness of Meta advertising.
In brief
- Demand Gen is Google’s answer to Meta’s lookalike targeting.
- Runs in the YouTube, Shorts, Discover and Gmail feeds.
- Minimum budget for sensible testing: €1,000/month.
- Targeting by customer lists, lookalike audiences and interests.
- Click prices: €0.20–1.50.
How does Demand Gen differ from other Google campaigns?
- It aims at creating demand rather than capturing existing search demand.
- Targeting by lookalike audiences allows broader scaling than search advertising.
- Video first; image ads work too, but video is optimal.
Where does Demand Gen appear?
- The YouTube feed and Shorts.
- The Gmail promotions tab.
- The Discover feed on mobile.
- The audience is a mass of people in a passive browsing state.
Who does Demand Gen suit?
- Online stores, brands and lifestyle products.
- When you need an audience that is not yet looking for your product.
- Not suitable when you need to convert people searching urgently — use Search Ads for that.
Frequently asked questions
Is Demand Gen better than Meta?
Not better, but complementary. Meta and Demand Gen reach partly different audiences.
How much budget?
€1,000–8,000/month. Scale later.
Can I use the same videos as on Meta?
Yes — save on production by using the same creative on both.
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