How does Demand Gen work?

Demand Gen is a newly-launched Google Ads campaign type, as the name suggests generating demand for your products or services.

If you’ve scaled up to a ceiling on existing demand for your exact/phrase match keywords for example, and aren’t able to extract any higher ROAS from Performance Max, this can be a good next step.

There are some minimum requirements though. For example, they suggest a minimum $100/day (~£75/day) budget. During the first 2 weeks, the algorithm will be heavily focused on learning – so you shouldn’t expect major results.

For the moment, we’re only recommending Demand Gen for clients with £10k/mo+ Ad spend, and who are starting to hit ceilings with existing Search, Shopping or Performance Max campaigns.