Demand Generation & App Campaigns: A Complete Guide for Marketers

Digital advertising is evolving rapidly, and Google Ads continues to expand its campaign types to help brands reach audiences at every stage of the funnel. Two of the most powerful tools in this ecosystem today are Demand Generation Campaigns and App Campaigns.

In this article, we’ll break down how these campaigns work, where they appear, key strategies to maximize performance, and how they fit into your broader marketing mix.

What Are Demand Generation Campaigns?

Demand Generation (or Demand Gen) campaigns are designed to create interest and desire among top-of-funnel and mid-funnel audiences. Unlike search campaigns that capture high-intent users, Demand Gen focuses on building brand awareness and sparking curiosity among new prospects.

Key Features:

• AI-driven targeting: Uses signals like lookalike audiences (modeled from past customers) and affinity groups.

• Visually engaging ads: Ads appear in rich, visual placements across Google’s properties, resembling the ad experiences seen on Meta, TikTok, or Pinterest.

• Cost-effective reach: Generally lower CPMs (cost per thousand impressions) and CPCs (cost per click) than search or shopping campaigns.

Where Do Demand Gen Campaigns Appear?

Demand Gen placements span multiple Google platforms, giving brands wide exposure:

Placement	Example
YouTube Shorts & In-Stream Ads	Ads appear within video streams, similar to TikTok or Reels.
YouTube Discover Feed	Promoted videos on YouTube’s homepage and personalized feed.
Gmail Promotions & Social Tabs	Ads show up natively in users’ inboxes.
Discovery Feed Across Google	Visual ads appear in content recommendation feeds.

This makes Demand Gen a strong alternative (and upgrade) to Discovery Campaigns, which it officially replaced.

Demand Gen vs. Discovery Campaigns

Feature	Discovery Campaigns	Demand Gen Campaigns
Placements	Limited (Discover feed, Gmail)	Expanded (YouTube Shorts, In-Stream, Discover, Gmail)
Targeting	Narrower	Includes lookalike audiences + device targeting
Measurement	Limited	Advanced: brand lift, conversion lift, path reports
Bidding Options	Basic	Broader strategies (CPC, CPM, CPA, tROAS)

Tips for Running Demand Gen Campaigns

1. Use Them as a Complement
   Demand Gen isn’t meant to replace Search or Shopping. Instead, it reinforces brand awareness and fills the funnel with new prospects.

2. Focus on Creative Quality
   These campaigns are visual-first. Ensure your graphics, video ads, and messaging align with your brand voice and resonate with your target audience.

3. Leverage Prospecting & Remarketing
   Combine new audience targeting with remarketing lists to maximize both discovery and conversion potential.

4. Track the Right Metrics
   Don’t expect the same high-intent results as Search. Instead, measure brand lift, engagement, and assisted conversions.

App Campaigns: Driving Installs & Engagement

If you’re marketing a mobile app, Google’s App Campaigns are designed to promote installs and user activity across Google Play, YouTube, Search, and Display.

Core Campaign Types:

1. App Installs → Drive new users to download your app.

2. In-App Actions → Encourage existing users to engage (e.g., purchases, logins, upgrades).

3. Pre-Registrations (Android only) → Build anticipation by letting users sign up before launch.

How App Campaigns Work

Unlike Search or Demand Gen, audience targeting is limited. Instead, Google’s algorithm relies on your creative assets and campaign goals to find the right users.

Best Practices:

• Experiment with creative formats → Videos, text, and images perform differently across audiences.

• Highlight app benefits → Showcase unique features and why users should download.

• Use social proof → Display ratings, reviews, and download numbers to build trust.

• Promote limited offers → Discounts, premium access, or exclusive rewards can boost conversions.

Key Levers for App Campaign Success

Here are the most important factors that influence performance:

Lever	Why It Matters
Budget	Determines scale and reach of your campaign.
CPC / CPA	Impacts cost-efficiency of app installs and actions.
Conversion Rate	Higher conversion = more value from ad spend.
Landing Page / App Store Page	Directly affects installs and trust.
Bidding Strategy	Choose between installs, in-app actions, or ROAS-based goals.

Strategic Takeaways

• Demand Gen campaigns expand your brand reach with cost-effective, visual-first advertising across Google properties. They’re best used alongside Search and Shopping as part of a full-funnel strategy.

• App campaigns simplify app promotion by letting Google’s AI match your creative assets with the right audience. They work best when supported with strong visuals, social proof, and clear user benefits.

Both campaign types remind us of a crucial principle: success in digital advertising comes from aligning campaign goals with creative, targeting, and measurement.