Not every buyer is searching for you on Google. Most don't yet know your product exists. Demand Gen is how you appear in front of them — on YouTube, Discover, and Gmail — with creative that earns attention and a funnel that converts it.
Search captures people who are already looking for solutions. Demand Gen works earlier — building interest among people who haven't yet articulated the need. This matters most for new products, premium positioning, and complex B2B offerings.
Demand Gen replaced Discovery Ads in 2024 and now spans YouTube (including Shorts), the Discover feed, and Gmail Promotions. These are the most-visited Google surfaces outside of Search itself.
Our approach: don't treat Demand Gen as "cheap Display". We build creative strategy, test audience hypotheses, and measure upper-funnel impact through GA4 and assisted conversions.
Production brief, concepts mapped to funnel stages: hook (3s), value-prop (15s), CTA. Workflow with your in-house team or trusted production partners.
Vertical 9:16 reformatting, hook-style testing, language-specific versioning for multi-market campaigns.
Lookalike segments from customer match, in-market, affinity, and custom segments built from URL patterns and search behaviour.
Sequenced rounds: hook → value-prop → CTA. Each round eliminates weaker variants. Metrics: view-through CVR and assisted conversions.
Campaign separation by stage: Awareness (CPM, view-rate), Consideration (CPV, watch-time), Action (CPA, ROAS).
GA4 cross-channel attribution, Brand Lift Studies for budgets €15K+, search-lift analysis to capture organic-demand uplift.
Working session with your team: ICP definition, key messages, emotional positioning. Output: a creative brief.
With your team or trusted partners. We deliver cuts in every required format: 9:16, 1:1, 16:9, 6-second bumpers.
3–4 creative concepts × 2–3 audiences. Test budget €2,000–4,000 depending on market. Duration: 2–3 weeks.
Identify winners by hook-rate, view-through CVR, post-view conversions. Build the next creative matrix.
Budget expansion on winning combinations, additional audiences, monitored impact on Search and direct visits.
Send us your current account access and a few notes on your goals. We come back with a free audit and a clear recommendation within two business days.
Request a free audit →