Turn discovery
into demand.

Demand Gen replaced Google's earlier Discovery campaign type. It offers expanded creative formats, audience options and channel controls, making it possible to reach people beyond traditional search advertising.

Demand Gen ads can appear across YouTube, including Shorts, Discover, Gmail and the Google Display Network. Eligible campaigns can also reach people on Google Maps. Available placements depend on the selected channels, creative formats and campaign settings.

No. Demand Gen supports image-only, video-only and mixed creative approaches, as well as carousel formats. The right choice depends on your goals, available assets and the placements you want to reach.

Demand Gen focuses on reaching and converting audiences across Google's visual discovery environments, with more control over audience selection and channels. Performance Max uses automation across a broader range of Google's advertising inventory, including Search.

Yes. Demand Gen offers audience options based on interests, custom segments and eligible first-party data, alongside channel selection controls. We assess which combinations make sense for your business rather than relying on broad targeting by default.

No. Search campaigns primarily reach people who are actively looking for products or services. Demand Gen can introduce your business to potential customers earlier in their decision-making process. The two approaches can work together.

There is no single budget that works for every business. The starting budget should reflect your target market, acquisition goals, expected conversion costs and available performance data. We assess whether the proposed budget can support meaningful campaign learning and optimisation.

Demand Gen campaigns need time to collect data and optimise delivery. Initial performance may fluctuate during the learning period, so results should be assessed over a meaningful testing window rather than the first few days. The timeline depends on budget, conversion volume and campaign goals.

We evaluate campaign performance against your business goals, including conversions, cost per acquisition, lead quality and return on ad spend where relevant. We also review creative performance and audience engagement to understand what is generating value and what needs improvement.