Google Demand Gen Campaigns in Ad Manager

Modified on Fri, 30 Jan at 2:49 AM

What’s New? 

New Campaign Objective in Google: Demand Gen Ads along with the existing Search campaign objective.
Designed for upper and mid-funnel growth using visual and video-based ads
Replaces the need to separately manage Discovery, YouTube and Gmail campaigns

1. Supported Campaign Goals

Conversions
- Select existing conversion goals from the connected Google Ads account with
optional target CPA support
.
Clicks
- It optimizes the campaign for traffic with
Optional Target CPC
YouTube Engagements
- It optimizes the campaign for viewer engagement with
optional target CPA support.
It supports video ads only.

2. Expanded Google Inventory Reach

Ads can appear across: YouTube (In-feed, In-stream, Shorts), Google Discover feed, Gmail Promotions tab, Google Display Network and Google partner surfaces

3. Flexible Budget & Scheduling

Daily or Lifetime budget support
Campaign start and end dates
Ad scheduling by day and time
to control delivery and spend pacing

4. Advanced Targeting at Ad Group Level

Geographic targeting
(include/exclude locations)
Language targeting
Placement control
: All Google channels (automatic) or Manual placement selection (YouTube, Discover, Gmail, GDN)

5. Audience Targeting 
with audience creation supported directly inside the campaign builder with sections like:

Interest & affinity audiences
In-market audiences
Data segments (remarketing)
Lookalike audiences
Demographic targeting
Audience exclusions

6. Multiple Ad Formats Supported

Single Image Ads - Up to 20 images and 5 business logos (required)

Single Video Ads - Up to 5 YouTube video URLs with a minimum 10-second video link; Multi-aspect ratio support (16:9, 9:16, 1:1 recommended) along with Sitelinks (campaign-level)

Carousel Ads - Minimum 2 cards, up to 10 cards with each card including images(upto 3), headline, final URL and CTA. Ensure consistent branding and image ratios across cards.

7. Live Ad Preview

Real-time preview across YouTube, Discover and Gmail placements with proper facility to validate creatives before publishing.

How to Use?

Go to Ad Manager > Create Campaign > select Google 
as the platform

Choose
Demand Gen Ads
as the campaign objective
Select a campaign goal (Conversions, Clicks, or YouTube Engagements)
Configure budget, schedule, and bidding
Set targeting at the ad group level (location, language, placements, audience)
Create ads using Image, Video, or Carousel formats
Review campaign details and publish

Why This Feature?

Demand Gen campaigns help businesses create demand before users actively search, making them ideal for brand awareness, product discovery, and long-funnel storytelling. This feature allows the platform users to run full-funnel Google campaigns with simplified setup while leveraging Google’s machine learning for performance.

Notes:

At least one ad group and one ad are required to publish.
Video ads are mandatory for YouTube Engagement campaigns.
Conversion goals are sourced directly from the connected Google Ads account.
Placement behavior follows Google Demand Gen rules even when using familiar Platform UI.