Demand Gen and Performance Max. A match made in heaven.

Many Google ad accounts have now embraced and seen success with Performance Max campaigns. They focus on showing ads to high intent audiences in order to get them to convert.

It’s important though that wider audiences aren’t forgotten in order to support your businesses growth objectives and continue to acquire new customers. This is where Google’s Demand Gen campaigns can play a key role…

What is a Demand Gen campaign?

Replacing Google discovery campaigns in late 2024. Demand Gen campaigns are designed to help you reach even more users and generate awareness, interest and consideration for your products or services amongst new audiences.

How can I reach my target audience?

You can use interest targeting, first-party data, demographics, and retargeting audiences to help Demand Gen campaigns understand the type of user they should be showing ads to.

Where are ads shown?

Demand gen campaigns offer huge reach and can show ads across YouTube, Gmail and Google’s discovery feed.

How does Demand Gen support my Performance Max campaigns?

Performance Max campaigns most often target those who are at the lower end of the sales funnel in order to drive conversions. Whereas Demand Gen campaigns are designed to help you reach new audiences, build awareness, and create interest amongst users who are much higher up the funnel. Demand Gen campaigns also feed your Performance Max with more high-intent users that they can then retarget and attempt to convert.

Combining both campaign types allows you to target users at every stage of the funnel and will ensure your campaigns have the ideal mix of brand awareness, demand creation, and lead generation.

Looking to power up your Google ads? You know what to do…