Demand GenGoogle Demand Gen Campaign Management
Demand Gen campaigns run across YouTube, Discover and Gmail, funded at the level Google says they need, with the creative treated as the targeting.
- Budget set against the published floor
- Creative built per surface
- Audience signals with automated expansion
- Reported apart from Search
Addition is a marketing agency for ecommerce and B2B brands
We turn your searches into paying customers.
Underfunded, it does nothing at all.
Demand Gen problems we solve.
Do you say even one of these?
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We turned it on with a small budget and it did nothing.
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It spent our search budget and we cannot see where.
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One creative is eating the whole campaign.
Three promises. Hold us to them.
- We fund it at the level Google publishes, or we do not turn it on.
- We build creative per surface, because the creative is the targeting in this product.
- We report it apart from Search, so one budget cannot hide inside the other.
A roadmap no prompt can write.
Ideation, strategy and the roadmap all happen in these six steps. This is the part no AI can replicate, and it is where the value of our work comes from.
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Step 01
Onboarding
We take account access, note your margins, and agree on the one number the spend is judged on.
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Step 02
The audit
We name every dollar of wasted spend in your account, verify that the conversions you are optimising toward are real, and check the page each ad points to.
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Step 03
Brand DNA
Ads are the first sentence a stranger reads about you, so the voice is set before any headline is written.
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Step 04
Market & Competitors
We read who is bidding on your terms, what they promise on the landing page, and where the price is set.
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Step 05
Roadmap & Strategy
We fix wasted spend and tracking first, validate the campaign structure, then increase budget where performance meets the agreed targets.
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Step 06
Execution
Search terms and negatives every week, one change at a time, reported against revenue rather than clicks.
Where do you need support?
Questions people ask about Demand Gen
What are Demand Gen campaigns in Google Ads?
Campaigns that run across YouTube, Discover and Gmail to reach people who are not searching yet. You choose audiences, and lookalike expansion widens them as a signal rather than a lock; within that, the image or video decides who engages, so the creative usually matters more than the bid.
What is the difference between PMax and Demand Gen?
Performance Max chases a conversion goal across all Google inventory including Search and Shopping. Demand Gen is built for discovery on visual surfaces, with more control over creative and audiences and no Search placements.
How much budget does Demand Gen need?
Google publishes a recommended daily budget relative to your target cost per action. The spend is yours and stays in your account; we set the budget at that level or tell you before launch that it is below it, because a campaign well below it is hard to read: the conversions arrive too slowly to judge.
How is it measured?
Against orders and enquiries, with view-through conversions reported separately. Demand Gen may show up later as branded search rather than as a direct conversion, so the report also tracks any later rise in branded search alongside the direct conversion figures.
Stop paying for the wrong searches.
Put the budget behind the ones that buy.
We start with a read of the account: the wasted spend named line by line, the conversion tracking verified, and the page the click lands on. You see the leak before anyone talks about scaling.