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Google Discovery Ads Upgrade to Demand Gen Campaigns

At Google Marketing Live in May 2023 Google announced the introduction of a new campaign type in Ads called Demand Gen. These were created to help businesses reach consumers outside of the text-heavy search engine results page on more visual and entertaining placements like YouTube, Discovery, and Gmail.

From October 2023, all advertisers have access to create new Demand Gen campaigns and also the option to upgrade their Discovery ones to those. In January 2024, all remaining Discovery campaigns will be automatically upgraded to Demand Gen ones. which is expected to be completed by the end of March 2024.

The following table shows the major enhancements that Demand Gen campaigns offer over Discovery:


These are the recommended best practices for creating a successful Demand Gen Campaign:

Understanding Demand Generation

Demand generation is not just about attracting potential customers, it’s about creating a buzz, sparking interest, and nurturing leads throughout the buyer’s journey. Google Ads, with its extensive reach and precision targeting, provides an ideal platform for executing demand generation strategies.

Strategic Keyword Selection

At the heart of any Google Ads campaign lies the choice of keywords. For a demand generation initiative, it’s necessary to focus on keywords that resonate with the target audience’s ‘pain points’, needs, and aspirations. Google’s Keyword Planner can be leveraged to identify high-intent keywords that align with your products or services.

Compelling Ad Creatives

Crafting compelling ad creatives is non-negotiable when it comes to demand generation. The ads should not only grab attention but also evoke curiosity. Use engaging copy, vibrant visuals, and a clear call-to-action to prompt users to take the next step in their journey, whether it’s visiting your website, downloading a resource, or making a purchase.

Leveraging Audience Targeting

Google Ads offers robust audience targeting options. Make the most of them by creating custom audiences based on demographics, interests, and online behavior. By refining the target audience, it’s ensured that Demand Generation campaigns are reaching the right people at the right time.

Dynamic Remarketing

Harness the power of dynamic remarketing to re-engage users who have previously interacted with your website. Show them personalised ads featuring products or services they viewed, reminding them of their initial interest. This personalised approach enhances the chances of conversion by staying top-of-mind throughout their decision-making process.

Data-Driven Optimisation

Constantly monitor and analyse campaign performance using Google Ads analytics. Identify high-performing keywords, ad creatives and audience segments. Allocate budget strategically to areas that yield the best results, and be ready to adapt the strategy based on real-time data.

Multichannel Integration

Integrate Google Ads demand generation strategy with other marketing channels for a cohesive brand experience. Ensure that the messaging aligns across platforms, creating a unified narrative that reinforces your brand and value proposition.


Google Ads is a potent resource in the realm of demand generation. By strategically leveraging its features, from precise targeting to dynamic remarketing, businesses can create impactful campaigns that not only generate interest but also drive measurable results. Mastering demand generation on Google Ads remains a key differentiator for businesses aiming to thrive in the competitive online space.

You can read more about Demand Gen campaigns.

If you want to know more about how your business could benefit by reaching consumers on more visual and entertaining placements than just the search engine results page, please get in touch.