In the Australian digital landscape, waiting for customers to search for you isn't enough. Demand Gen campaigns are Google’s AI-powered solution designed to stop the scroll and introduce your brand to potential customers across YouTube (Shorts and In-stream), Discover, and Gmail, making them the ultimate tool for top-of-funnel growth.
By leveraging visually rich creative and Google’s audience intelligence, these campaigns help you reach people before they even know they need your service. Whether you’re a Brisbane boutique or a national service provider, mastering Demand Gen is essential for building a healthy sales pipeline.
Prerequisites: What You’ll Need Before Starting
Before you dive into the Google Ads dashboard, ensure you have the following ready:- Google Ads Account: An active account with billing details set up.
- Conversion Tracking: Google Ads Conversion Tracking or GA4 events must be active (Demand Gen relies heavily on data).
- High-Quality Visuals: At least 5-10 high-resolution images (1.91:1, 1:1, and 4:5 ratios) and at least one video (preferably vertical for Shorts and horizontal for YouTube).
- Audience Data: Ideally, a customer list (CSV) or a website visitor segment to create 'Lookalike' audiences.
---
Step 1: Create a New Campaign
Log into your Google Ads account. Click the blue [+] button and select New Campaign. When prompted to select a goal, choose Brand awareness and reach or Create a campaign without a goal's guidance.- What you’ll see: A grid of campaign types. Select Demand Gen.
Step 2: Define Your Campaign Name and Settings
Give your campaign a clear naming convention, such asDG_Top-of-Funnel_AUBroad_Oct24. Under Campaign Settings, ensure you select the correct locations. For Australian businesses, you can target 'Australia' as a whole or drill down into specific postcodes if you are a local Brisbane service provider.
Step 3: Set Your Bidding and Budget
For top-of-funnel campaigns, you have two primary choices:- Maximize Clicks: Best if you want to drive as much traffic as possible to your site to build remarketing lists.
- Maximize Conversions: Best if you want Google’s AI to find people likely to take an action (like a newsletter signup).
Pro Tip: Start with 'Maximize Clicks' for the first 2-3 weeks to gather data, then switch to 'Maximize Conversions' once your pixel has recorded enough activity.
Step 4: Configure Device and Language Targeting
Under 'Additional Settings', ensure your language is set to English. In Australia, it’s often wise to leave device targeting broad, but keep an eye on your 'Shorts' performance, which is almost exclusively mobile.Step 5: Build Your Audience (The 'Who')
This is where Demand Gen shines. Click Add an Audience.- Custom Segments: Create a segment of people who have searched for your competitors or relevant keywords on Google.
- Lookalike Segments: This is the 'secret sauce'. Upload your existing customer list (ensure you comply with Australian Privacy Principles) and ask Google to find a 2.5% or 5% 'Lookalike' of those people.
Step 6: Select Your Ad Format
You will be asked to choose between Single Image Ad, Video Ad, or Carousel Ad. For a comprehensive top-of-funnel strategy, we recommend creating an 'Ad Group' that contains at least one of each.Step 7: Upload Your Creative Assets
Now, add your visuals.- Images: Upload up to 20 images. Ensure they are vibrant and don't have too much text.
- Logos: Upload your logo in square (1:1) and landscape (4:1) formats.
- Videos: Link your YouTube videos. Ensure you have a mix of horizontal (for TV/Desktop) and vertical (for mobile Shorts).
- What you’ll see: A preview pane on the right showing how your ads look on Gmail, Discover, and YouTube.
Step 8: Write Compelling Copy
You are allowed up to 5 headlines (40 characters) and 5 descriptions (90 characters).- Headline Example: "Transform Your Brisbane Home Today"
- Description Example: "Award-winning interior design services tailored to your lifestyle. Book a free consult."
Step 9: Add Call-to-Action (CTA) and Site Name
Select a CTA button. For top-of-funnel, 'Learn More' or 'Visit Site' usually performs better than 'Shop Now'. Enter your business name exactly as it appears on your ABN registration to maintain brand consistency.Step 10: Review and Launch
Google will run a check for any errors (like broken links or low-resolution images). Once the green ticks appear, hit Publish Campaign.---
Pro Tips for Success
- The 2:2:2 Rule: Use at least 2 square images, 2 landscape images, and 2 vertical videos to give the AI enough 'ingredients' to test.
- Exclude Recent Converters: If your goal is new customer acquisition, exclude your 'Existing Customers' list from the audience targeting to save budget.
- Focus on the First 3 Seconds: On YouTube Shorts, users swipe fast. Your brand or your value proposition must be visible within the first 3 seconds of the video.
Common Mistakes to Avoid
- Too Narrow Targeting: If you target only one specific suburb in Brisbane with a tiny budget, the AI won't have enough data to learn. Keep top-of-funnel audiences broad (at least 100k+ people).
- Ignoring Negative Keywords: Even though this isn't a Search campaign, you can apply 'Content Exclusions' to prevent your ads from appearing next to sensitive or irrelevant content.
- Changing Settings Too Soon: Google’s AI needs a 'Learning Phase' of about 7-14 days. Don't touch the budget or targeting during this window.
Troubleshooting Common Issues
- Ads Not Serving: Check your 'Policy Manager'. Demand Gen ads are strictly moderated. If your images have too much 'clickbait' text, they may be disapproved.
- Low Click-Through Rate (CTR): This usually means your 'Hook' isn't strong enough. Try swapping your primary image for something with a human face or a more vibrant colour palette.
- High Cost Per Click: If your CPC is significantly higher than your Search campaigns, check your Audience Lookalike percentage. A 2.5% Lookalike is more targeted (and often more expensive) than a 10% Lookalike.
Next Steps
Once your Demand Gen campaign has been running for 30 days, it's time to look at the 'Path to Purchase' in your GA4 reports. You should see an uptick in 'Direct' and 'Branded Search' traffic as people who saw your ads start looking for you by name.Need help crafting the perfect creative or setting up your tracking? Our team at Local Marketing Group specialises in helping Australian businesses scale. Contact us today for a strategy session.