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Watch the Video Tutorial:
How to Setup a Demand Gen Campaign in Google Ads
1) Login to Google Ads
2) Navigate to Campaigns
3) Create a new campaign
4) Select Create a campaign without goal guidance
5) Select Demand Gen
6) Give a name to your Demand Gen campaign
7) (Optional) Connect your product feed if you are an E-Commerce business
8) Select your campaign goal (Conversions is recommended)
9) Select your Conversion Goal
10) (Optional) Input a Target cost per action only if you have historical data
11) Input your budget (Daily budget is recommended)
12) Select your location, language and devices to target
13) Navigate to your Ad group, under channels, select Let me choose and choose the channels you would like to run the campaign on
14) Under Audience, create a target audience - NOTE: this is a suggestion to the algorithm on how to find the right customers for your business
Either create one complete Audience signal with all targeting options, or create multiple Ad groups and choose different targeting options for each one of them.
15) Deselect the "Use optimised targeting" option to avoid going too broad
16) Navigate to your Ad, select to run either Image, Video or Carousel Ads (each Ad group can only run one ad type). Make sure you input all available asset and copywriting options
17) Review and publish your Demand Gen campaign!
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Frequently Asked Questions on How To Setup a Demand Gen Campaign in Google Ads
What is a Demand Gen campaign in Google Ads?
A Demand Gen campaign (short for “Demand Generation”) is designed to reach new audiences and re-engage existing ones using visually rich, personalized ads across YouTube, Discover, and Gmail. It leverages Google’s AI to drive awareness, consideration, and action at scale — perfect for top- and mid-funnel growth.
How do I create a Demand Gen campaign in Google Ads?
Log in to your Google Ads account → + New Campaign.
Select your goal (e.g., Sales, Leads, or Website Traffic).
Choose Demand Gen as the campaign type.
Select Standard or Video ad format.
Upload your creatives — images, headlines, descriptions, and videos.
Define your audience signals (custom segments, lookalikes, remarketing lists).
Set your budget and bid strategy (e.g., Maximize Conversions or Target CPA).
Review all settings and click Publish.
What’s the difference between Demand Gen and Discovery campaigns?
Demand Gen is the upgraded version of Discovery campaigns, offering:
More advanced creative testing and AI optimization tools.
Expanded video support (including YouTube Shorts).
Better audience targeting and lookalike modeling.
Improved performance reporting and visual ad formats.
What are best practices for running successful Demand Gen campaigns?
Use high-quality images and videos (16:9 and 1:1 ratios recommended).
Set up audience signals with first-party data for smarter targeting.
Allow at least 2–3 weeks of learning before making major adjustments.
Track performance by creative and audience segment to identify winners.
