In October 2023, Google rolled out Demand Gen campaigns to all advertisers globally. 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?

As the replacement for Google's previous Discovery Ads, Demand Gen campaigns intend to help advertisers reach shoppers on platforms outside Google Search – including YouTube, Gmail, and Discover feeds. So in theory, they're perfect for putting products and services in front of people who aren't already actively searching for them. But as with any new campaign type, there are now some emerging best practices to follow and common pitfalls to avoid.