Demand Gen campaigns — demand generation in Google Ads
Visual, engaging ads on YouTube, Gmail and Discover — in the middle of the purchase funnel. Demand Gen is the successor to Discovery campaigns: it reaches new audiences and sparks interest in your offer before they ever hit the search box. Campaigns are run by the ICBM Polska team — a Google Premier Partner since 2014 with over 1,000 campaigns delivered.
What are Demand Gen campaigns
Demand Gen (Demand Generation) is a Google Ads campaign type built to create and capture demand in the middle of the purchase funnel. Visual ads — images, video and carousels — are served on YouTube (Shorts, In-feed), Gmail and Discover, that is, where users browse content and are open to new ideas. The campaign combines the reach of Google's platforms with advanced audience signals and Google AI optimization.
In our experience, Demand Gen works best as the link between reach activity and conversion campaigns. Users who have seen a Demand Gen ad engage more readily with remarketing ads and interact more often with search results. That is the mid-funnel effect: warming up the audience before they reach the bottom of the funnel.
Demand Gen vs Discovery campaigns — what changed
Demand Gen is the direct successor to Discovery campaigns, introduced by Google in 2023. Compared to Discovery, the new format adds video support (YouTube Shorts and In-feed), lookalike segments (similar audiences), targeting based on similarity to your own lists, and expanded carousel creative formats. Discovery campaigns are no longer available to new advertisers — Demand Gen is their fully fledged, expanded evolution.
- YouTube In-feed and Shorts — video in the YouTube feed and vertical ads in Shorts reach audiences while they browse.
- Gmail — the Promotions and Social tabs: a native format among email messages.
- Google Discover — the mobile feed with content matched to each user's interests.
- Lookalike segments — Google AI builds groups of new audiences similar to your customers or remarketing lists.
- Audience signals — your own lists, Google audiences (interests, in-market), custom segments.
- Creative formats — images (landscape, square, vertical), video (landscape and vertical/Shorts), carousels of 2–10 cards.
Want to reach new audiences and warm up their interest before your conversion campaign? We will prepare a free quote.
Get a free quoteDemand Gen and full-funnel strategy
Demand Gen campaigns are most effective as part of a coherent full-funnel strategy. The upper funnel — awareness building — is handled by video campaigns and reach campaigns. Demand Gen takes the middle: it engages audiences who have encountered the brand and prepares them for the purchase decision. At the bottom of the funnel, remarketing and the Display Network close the conversion. This approach shortens the buying cycle and increases the effectiveness of performance campaigns.
Google AI and creative optimization
Google AI plays a key role in Demand Gen campaigns. The algorithm tests combinations of headlines, descriptions and visual creatives, choosing those that generate the most engagement and conversions in each audience segment. Optimization covers both placement selection (YouTube vs. Gmail vs. Discover) and matching the creative to the individual user. The better the creative quality — the more effective the learning and the lower the cost of engagement.
How we bill Demand Gen campaigns
The ad budget goes directly to Google — that is your media cost. ICBM Polska's fee for managing the campaign is billed separately, based on an individual quote. We do not use a fixed price list. We run campaigns in the ICBM panel — you do not need to create or maintain your own Google Ads account. Full access to reports and results is provided on an ongoing basis.
See how Demand Gen campaigns can strengthen your funnel and accelerate sales growth.
Let's talk Demand GenKey features of Demand Gen campaigns
Lookalike segments
Google AI builds groups of new audiences similar to your customers or remarketing lists — you reach people highly likely to be interested in your offer.
Google AI optimization
The algorithm tests combinations of creatives and audience signals in real time, selecting the best-performing sets for engagement and conversions.
YouTube, Gmail and Discover
Three platforms in one campaign: YouTube (Shorts and In-feed), Gmail (the Promotions tab) and Google Discover — a native content-browsing environment.
Audience signals
Your own customer lists, remarketing segments, custom audiences and Google interests — full control over who sees the ad.
Video and creative formats
Images, landscape and vertical video (Shorts), carousels of 2–10 cards — the campaign adapts the format to the placement and the user's device.
Dedicated account manager
Every campaign is overseen by a dedicated ICBM specialist. You get a single point of contact responsible for results, communication and reporting.
How we work
Building a Demand Gen campaign
Why ICBM Polska
Data Driven
Using data allows us to increase the ROI and revenue of your marketing activities — and that translates directly into business growth.
Dedicated account manager
We have many years of experience growing companies through online advertising. Your dedicated account manager continuously oversees the delivery of your business goals.
Machine Learning / AI
Only with innovative Machine Learning / Google AI solutions (self-learning systems) can campaigns keep adapting to rapidly changing consumer behaviour.
Web analytics
Skill and talent, combined with the effective use of user data, let us consistently uncover opportunities for additional online revenue from new marketing initiatives.
Results that speak for themselves
Frequently asked questions
What are Demand Gen campaigns in Google Ads?
What is the difference between Demand Gen and Discovery campaigns?
Where do Demand Gen ads appear?
What are lookalike segments in Demand Gen?
How does Demand Gen fit into a full-funnel strategy?
Which creative formats does Demand Gen support?
How is a Demand Gen campaign with ICBM Polska billed?
Does Demand Gen require special tracking codes on my website?
Do I get access to the Google Ads account?
Who do I pay the Google Ads budget to?
I don't have a Google Ads account. Who creates the ad account?
What happens to the Google Ads account after we stop working together?
What does the Google Ads campaign management service include?
How long is the contract?
Which billing model do you prefer?
After what period can the campaign be evaluated?
How is campaign reporting handled?
Do you have a price list for your services?
