{"id":22139,"date":"2026-10-27T16:15:12","date_gmt":"2026-10-27T19:15:12","guid":{"rendered":"https:\/\/www.mdmarketingdigital.com\/blog\/?p=22139"},"modified":"2026-10-27T16:18:08","modified_gmt":"2026-10-27T19:18:08","slug":"demand-gen-campaigns-what-they-are-and-when-to-use-them-in-google-ads-26ocia","status":"publish","type":"post","link":"https:\/\/www.mdmarketingdigital.com\/blog\/en\/demand-gen-campaigns-what-they-are-and-when-to-use-them-in-google-ads-26ocia\/","title":{"rendered":"Demand Gen Campaigns: What They Are and When to Use Them in Google Ads"},"content":{"rendered":"\n

Digital advertising now asks you to go beyond the traditional approach. Capturing the demand that already exists is no longer enough. Brands also have to generate desire and inspire users before they start searching actively.<\/p>\n\n\n\n

That\u2019s where Demand Gen comes in: it lets you connect with key audiences through highly visual formats across Google\u2019s platforms.<\/p>\n\n\n\n

Here we explain what these campaigns are, how they differ from other formats, and when it makes sense to add them to your advertising strategy. Keep reading!<\/p>\n\n\n\n

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\r\n\t\t\tContact us<\/a>\r\n\t\t<\/p>\r\n\t<\/span>\r\n\t\r\n\t\t\r\n\t\t\t\r\n\t\t\t\t\r\n\t\t\t\t\t\r\n\t\t\t\t<\/defs>\r\n\t\t\t\t\r\n\t\t\t\t\t\r\n\t\t\t\t\t\tCONTACT US\r\n\t\t\t\t\t<\/textPath>\r\n\t\t\t\t<\/text>\r\n\t\t\t<\/svg>\r\n\t\t<\/a>\r\n\t<\/span>\r\n<\/div>\n\n\n\n

What are Demand Gen campaigns in Google Ads and what is their purpose?<\/strong><\/h2>\n\n\n\n
\"What<\/figure>\n\n\n\n

Demand Gen campaigns<\/a> are the natural successor to Discovery campaigns and target the upper and middle parts of the funnel<\/a> (upper<\/em> and mid-funnel<\/em>).<\/p>\n\n\n\n

Their main goal is to generate active demand and purchase desire through immersive visual experiences. The idea is to reach users before they make a direct query and to build brand awareness and affinity, something that falls within the scope of branding in digital marketing.<\/p>\n\n\n\n

Key differences between Demand Gen, Performance Max and Search campaigns<\/strong><\/h2>\n\n\n\n
Campaign Type<\/strong><\/th>Funnel Focus<\/strong><\/th>Main Purpose<\/strong><\/th>When It Acts<\/strong><\/th><\/tr><\/thead>
Search campaigns<\/strong><\/td>Lower funnel (lower-funnel<\/em>)<\/td>Capture existing demand and drive direct conversions.<\/td>When the user is already searching for something specific with explicit commercial intent.<\/td><\/tr>
Performance Max (PMax)<\/strong><\/td>Full funnel (full-funnel<\/em>)<\/td>Pursue conversions across the entire ecosystem through full automation.<\/td>Across multiple channels, based on real-time conversion probability.<\/td><\/tr>
Demand Gen<\/strong><\/td>Upper and middle (upper & mid-funnel<\/em>)<\/td>Stimulate demand and generate visual purchase desire.<\/td>When users are not yet actively searching but show relevant affinities and behaviors.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

It\u2019s common to see confusion between the different ad formats in Google Ads<\/a>. Search is in charge of capturing existing demand (users who are already looking for something specific), while Performance Max pursues conversions across the whole funnel with full automation.<\/p>\n\n\n\n

Demand Gen is designed specifically to stimulate demand among users who are not yet actively searching but who show relevant affinities.<\/p>\n\n\n\n

Ad formats and key placements (YouTube, Discover, Gmail)<\/strong><\/h2>\n\n\n\n
\"Ad<\/figure>\n\n\n\n

The great strength of this ad format lies in its tremendous aesthetic impact and in access to premium placements within the Google ecosystem. Ads are displayed natively in spaces of high visual consumption and sustained attention:<\/p>\n\n\n\n