Demand Gen campaigns
Demand Gen is Google’s visually led campaign type serving YouTube (including Shorts), Discover, and Gmail — Google’s answer to social-style feeds, aimed at generating rather than capturing demand.
Demand Gen sits upstream of search in the funnel: it creates the interest that later shows up as branded and category searches. Judging it purely on last-click ROAS therefore undercounts it structurally — pair evaluation with brand-search-lift and holdout reads.
Creative carries the campaign: it competes with organic content in feed environments, so polished-ad aesthetics often underperform native-feeling video. Lookalike segments and audience signals steer delivery, but the asset is the targeting.
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