In October 2023, Google rolled out Demand Gen campaigns to all advertisers globally. And since then, paid media experts have been putting them to the test. So now the data is in, what are the proven best practices and strategies to maximize Demand Gen ROAS?

To dive deep into all things Demand Gen, we’re speaking to Thomas Eccel, Senior Performance Marketing Manager and Google Ads Expert. Thomas also recently founded the Top PPC Updates Newsletter, which already has more than 10,000 subscribers.

• What Demand Gen campaigns are
• Key differences between Demand Gen & Discovery campaigns
• How to optimise First-Party, Lookalike, and Custom audience segments
• Best practices for excluding placements and YouTube channels
• Why Demand Gen “clicks” don’t always appear as users in GA4
• How to choose the right Demand Gen bidding strategy
• Common pitfalls to avoid with Demand Gen campaigns
• How to boost CTRs by adding sitelinks to campaigns