Short answer: Demand Gen is a Google Ads campaign type for image and video ads on YouTube, Discover, Gmail, Maps and the Google Display Network. It reaches people who aren’t searching for you yet. Display campaigns are being folded into it too, so anyone running Display ads will end up there.
What a Demand Gen campaign is
Google describes Demand Gen campaigns as capturing engagement and action across YouTube, including Shorts, Discover, Gmail, Maps and the Google Display Network. Its FAQ calls Demand Gen a tool that brings video and image assets into a single campaign.
Google AI shows your best-performing visuals to the people most likely to be interested, even if they aren’t searching for you yet. That makes it a campaign for being discovered, while search ads catch people who already know what they want.
| Ad format | What it is | Shapes Google lists |
|---|---|---|
| Video ad | One video | Horizontal 16:9, square 1:1, vertical 4:5 and 9:16, which Google recommends for YouTube Shorts |
| Image ad | One image | Horizontal 1.91:1, square 1:1 and vertical 4:5 or 9:16 |
| Carousel ad | Several images in a carousel | The image shapes, the same for every card |
Our summary of Google Ads Help, read November 5, 2026.
Demand Gen or Performance Max
Both use Google AI, but Google says their goals differ. Performance Max looks for converting customers across all of Google’s channels, such as Search, Maps and Shopping. Demand Gen gives you more control over creative testing, audiences and placements on YouTube and Discover.
Our Performance Max guide covers the other option, and our YouTube ads guide covers video on YouTube alone.
Display campaigns are moving in
Display campaigns are being folded into Demand Gen. In June 2026 Google began a phased rollout of a migration tool for eligible accounts. Later, it says, Display campaigns can only be created inside Demand Gen, and any left over will be migrated without the advertiser doing anything.
The tool carries over up to 42 days of performance history, so learning takes about 1 or 2 days. Migrated campaigns keep the Display Network on, and they can’t go back to being Display campaigns. Our Google Display ads guide covers how Display ads work.
Audiences, channels and budget
You can choose channels yourself or pick all Google channels, with the Display Network as an optional add-on. Not every channel is available for every ad. Google recommends optimized targeting. Lookalike segments reach people similar to those who bought from you, visited your site or watched your YouTube videos.
The bid strategies are Maximize conversions, Target CPA, Maximize conversion value, Target ROAS and Maximize clicks. With Target CPA, Google recommends a budget of at least 10 times your target. After launch, the bid strategy can show a Learning status for a while.
Before anything else, set up conversion tracking: Google says it gives its systems the signals to reach your results faster, and suggests light events such as a site visit. The setup steps are in our conversion tracking guide.
Steps for your first Demand Gen campaign
- Set up conversion tracking and check that the Google tag works.
- Gather headlines, descriptions, images, logos and short videos; use both images and video if you can.
- Create the campaign and choose the goal you want it to reach.
- Pick a bid strategy and a budget; with Target CPA, at least 10 times the target.
- Choose the channels, or all Google channels, and start with optimized targeting.
- Build video, image or carousel ads in the shapes Google lists.
- Give the campaign time to learn before you judge it or change the bids.
Before your Demand Gen campaign starts
- Conversions are tracked and the Google tag works.
- You have both images and videos in the shapes Google lists.
- With Target CPA, the budget is at least 10 times the target.
- You know which channels each ad can use.
- You decided whether your Display campaigns move now or later.
- You leave the campaign alone while it learns.
RememberDemand Gen puts your images and videos in front of people before they search. Track conversions first, give Google both formats and enough budget, and plan for Display campaigns moving in.
Our Google Ads service runs search campaigns in accounts that stay in your name. You can reach us on WhatsApp or through the form.
Quick answers about Demand Gen campaigns
Is Demand Gen replacing Display campaigns?
In practice, yes. Google started rolling out a migration tool in June 2026, and later Display campaigns can only be created inside Demand Gen. Your ads can still run on the Google Display Network, now as part of a Demand Gen campaign.
What is the difference between Demand Gen and Performance Max?
Performance Max aims at conversions across all of Google’s channels, Search, Maps and Shopping included. Demand Gen suits you when you want to test creatives and steer audiences and placements on YouTube and Discover yourself.
Can a Demand Gen campaign use only images or only videos?
Yes. Google lets you run a campaign that is only video or only images. Its FAQ adds that using both usually performs better, so plan for a few short videos as well as your best images.
How much budget does Demand Gen need?
With target CPA bidding, Google recommends a budget of at least 10 times your target CPA. Google Ads also enforces minimum budgets, and its budget panel shows up to 3 daily suggestions: low, medium and high.
Can I undo a migration from Display?
No. Google says campaigns migrated to Demand Gen can’t go back to being Display campaigns. Before you migrate, write down your Display results so you can compare them with the new campaign afterwards.
Sources
All read on November 5, 2026, in Google Ads Help. About Demand Gen campaigns. Google Display Ads campaigns have a new home in Demand Gen. Create a Demand Gen campaign. Demand Gen campaign creative: Asset specifications and guidelines.