Demand Gen creates demand that does not exist yet
Visual ads on YouTube, Discover and Gmail. Nobody here is searching for you, which makes the creative the campaign.
Request your free analysisWhat a Demand Gen campaign is made of
Surfaces
YouTube, Discover and Gmail. Three places where people are busy doing something other than searching, and that is precisely the difference from any search campaign.
How we set up Demand Gen
The most important step is the one where we agree beforehand what we will measure the result against.
Audiences similar to your existing customers, not the whole country. It is the lever with the biggest effect and the one most often left out.
Several image formats and at least one video, none of them with text in the image. We supply enough for the automation to test with, rather than running one visual into the ground.
We agree beforehand what success is measured against, and here it is rarely the direct conversion. Afterwards that conversation can no longer be had honestly.
What the campaign sets off in searches and direct visits does not appear in its own report. We read it alongside, in Search and in Analytics.
When Demand Gen is worth it
Demand Gen is the channel for what nobody is searching for yet. That makes it powerful and hard to measure.
Good fit
- An offer you have to see to understand.
- Material that works without explanation.
- Patience for several weeks before judging it.
Poor fit
- A budget that has to produce enquiries this month.
- An offer people already search for. Search is cheaper then.
Is this worth it for your offer?
Send us your website. We will look at whether this campaign type suits your market, and tell you when the answer is no.
Which campaign type is for what
Each type picks up a different kind of demand. Which one is right for you depends on whether that demand already exists or still has to be created.
made to measure furnitureSearch campaignsText ads above the search results, triggered by what someone is typing right now. The most direct route to demand that already exists.Read more 
SearchShopVideoMailPerformance MaxOne campaign for Search, Shopping, YouTube, Display, Gmail and Maps. You set the goal, the assets and the signals; the automation handles the split.Read more 
€1,290furniture-example.comShopping adsImage, price and shop name directly in the search results. What gets served is decided by your product feed, not by ad copy.Read more
Frequently asked questions
Here you will find the most important questions and answers about our services, how we work and what a collaboration looks like. If your question is not here, just get in touch – we are happy to help personally.
What is a Demand Gen campaign?
A campaign type for visual ads on YouTube, Discover and Gmail. It addresses people who are not searching at that moment, and is meant to create interest rather than collect interest that already exists.
How does Demand Gen differ from a search campaign?
In the intent of the people who see the ad. In Search someone has typed in a problem and you answer it. In Demand Gen you interrupt something else, which is why the creative decides rather than the keyword, and why it takes longer before anything comes back.
How do I measure the success of Demand Gen?
Not on the direct conversion alone. Part of the effect surfaces later in Search and in direct traffic, so in reports that do not belong to the campaign. We agree before launch what we measure it against, because afterwards that conversation can no longer be had honestly.
What material do I need for Demand Gen?
Several image formats, ideally landscape, portrait and square, plus at least one video. Text does not belong in the image. The more usable variants you supply, the more the automation can test, rather than running one visual into the ground.
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