Timestamps: 
00:00 - Intro 

03:10 - How Thomas became the ‘Demand Gen whisperer’

05:39 - What DemandGen campaigns are, and what goals they achieve

08:38 - Lookalike audiences and their significance for Demand Gen

11:50 - Rundown of all audience targeting options for Demand Gen

13:25 - Thomas’ step-by-step strategy for seeding a Demand Gen lookalike audience via a Meta lead gen list

16:55 - The difference between narrow, balanced, and broad audience options

17:49 - The feedback received from people who have tried Thomas’ lookalike audience strategy

19:04 - Specific instances where Thomas would recommend a lookalike-only approach

20:55 - Potential downsides of a lookalike audience strategy

22:40 - Additional resources Thomas recommends for those interested in learning more about Demand Gen campaigns

Kicking off the Paid Media Lab podcast, we speak to PPC Specialist and “Demand Gen whisperer” Thomas Eccel about the potential of Google Demand Gen campaigns. 

One of the most influential voices in PPC, Thomas is often the first to comment on new developments in the PPC space, providing his nearly 60k LinkedIn followers and 20k+ newsletter subscribers with valuable insights on new advancements within the industry. 

‍

We could think of no better way to launch the Paid Media Lab podcast than to get Thomas on, and have a chat to him about his speciality - Demand Gen campaigns. Nicknamed the “Demand Gen whisperer”, Thomas was initially drawn to Demand Gen as he believed it would become an incredibly popular campaign type going forward – a belief that would soon prove true.

‍

After learning virtually all there is to know about Demand Gen, Thomas soon earned a reputation as one of the very best Demand Gen users out there. Having managed over 20,000,000€ in Google Ads spend (with Demand Gen accounting for a significant chunk of that), we had to get Thomas on the podcast to talk all things Demand Gen for 2025 and beyond. We discussed:

‍