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Marketing 101 – What is a Demand Gen Campaign and how does it work?

Businesses are facing a constant struggle, striving to generate leads and drive revenue. One effective strategy that businesses can utilise is a demand generation campaign. Demand gen campaigns are designed to create awareness, generate interest, and drive demand for a product or service. In this blog, we will delve into the fundamentals of demand gen campaigns, how they work, and the benefits they can bring to your business.

Understanding Demand Gen

Demand generation campaigns for Google Ads focus on creating interest, awareness, and demand for a product or service through targeted advertising on the Google search and display network. These campaigns aim to attract potential customers actively searching for relevant keywords or browsing the web, ultimately driving them towards making a purchase or taking a desired action.

Components of a Demand Gen Campaign

1. Keyword Research and Selection

Before launching a demand gen campaign on Google Ads, conducting thorough keyword research is crucial. Identify high-intent keywords that align with your offerings and target audience’s search queries. Utilise keyword research tools and competitor analysis to build a robust keyword list. Make use of the Google Ads Keyword Planner and Performance Planner to get an idea of search volume and potential cost too.

2. Compelling Ad Copy

Craft compelling ad copy that resonates with your target audience and entices them to click on your ads. Highlight unique selling points, offers, and benefits to capture their attention and drive them to your landing page.

3. Landing Page Optimization

Optimise your landing pages to deliver a seamless user experience and encourage conversions. Ensure that your landing page aligns with the ad copy, provides relevant information, and features a clear call-to-action (CTA) that prompts visitors to take the desired action. Check out our blog on Enhancing Website User Experience for some tips.

4. Audience Targeting

Utilise Google Ads audience targeting options to reach specific demographics, interests, or behaviours that match your ideal customer profile. Segment your audience and tailor your ad messaging to resonate with different audience segments effectively.

5. Ad Assets

Take advantage of ad assets offered by Google Ads to enhance your ads with additional information and opportunities for users to engage. Add sitelinks, callouts, structured snippets, and other assets to provide more value and improve ad visibility.

How a Demand Generation Campaign Works

1. Setting Campaign Goals

Define specific goals for your demand gen campaign on Google Ads, whether it’s increasing website traffic, generating leads, or driving sales. Establish clear, measurable objectives to track the success of your campaign.

2. Keyword Selection and Ad Grouping

Select relevant keywords and organise them into ad groups based on themes or categories. To use these, you need to create segments in the audiences section of Google Ads, as these are based on people who have searched for these terms on Google. Create tailored ad copy for each ad group that speaks directly to the user’s search intent.

3. Ad Creation and Testing

Develop compelling ad copy that aligns with your keywords and landing pages. A/B test your ad creatives to identify which messaging resonates best with your target audience and drives the highest click-through rates.

4. Landing Page Optimization

Ensure that your landing pages are optimised for conversions by featuring a clear value proposition, relevant content, and a prominent call to action. Continuously test and optimise your landing pages to improve conversion rates.

5. Audience Targeting and Remarketing

Leverage Google Ads’ audience targeting features to reach users who are most likely to be interested in your offerings. Implement remarketing campaigns to re-engage users who have previously interacted with your website or ads.

6. Monitoring and Optimisation

Regularly monitor the performance of your demand generation campaign on Google Ads. Adjust bidding strategies, ad placements, and targeting settings based on performance data to optimise campaign performance and maximise return on investment (ROI).

Benefits of Demand Gen Campaigns

1. Highly Targeted Reach

Demand gen campaigns allow businesses to target specific keywords, audiences, and demographics, ensuring that their ads reach the right people at the right time.

2. Lead Generation and Conversions

By directing qualified traffic to optimised landing pages, demand generation campaigns can drive lead generation and conversions, ultimately contributing to revenue growth.

3. Measurable Results

Google Ads provides robust tracking and reporting tools that allow businesses to measure the success of their demand generation campaigns accurately. Monitor key metrics such as click-through rates, conversion rates, and ROI to gauge campaign performance.

4. Cost-Effective Advertising

With Google Ads, businesses have control over their advertising budget and can optimise campaigns based on performance data. By monitoring and adjusting campaigns in real-time, businesses can maximise their advertising spend and achieve a strong return on investment.

5. Scalability and Flexibility

Demand gen campaigns offer scalability and flexibility, allowing businesses to adjust their campaigns based on market trends, seasonality, and changing business needs. Experiment with different ad creatives, targeting options, and bidding strategies to optimise campaign performance.


In conclusion, demand generation campaigns for Google Ads present a valuable opportunity for businesses to attract, engage, and convert potential customers effectively. By implementing a strategic approach that emphasises keyword research, compelling ad copy, audience targeting, and continuous optimization, businesses can leverage the power of Google Ads to drive demand, generate leads, and achieve their marketing objectives.

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