Demand Gen
Advertising
Demand Gen is a Google Ads campaign type focused on visually rich ads across YouTube, Discover, and Gmail, aimed at generating demand rather than just capturing existing search intent.
Demand Gen replaced Google's older Discovery ads format, with expanded creative options and audience targeting closer to social-platform-style prospecting than traditional search. It's aimed at the same job as top-of-funnel social ads: reaching people who haven't searched for anything yet but match a target profile.
Because it's a newer format, competition and cost benchmarks are still less established than for Search or Shopping campaigns — often a lower-competition window worth testing early.
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