How to Use Google Demand Gen Campaigns for B2B Top-of-Funnel Awareness
Demand Gen campaigns reach users across YouTube, Discover, and Gmail. Here's how B2B companies can use them for awareness and retargeting.
Google Demand Gen campaigns serve ads across YouTube, Discover, and Gmail feeds, reaching users in content consumption contexts rather than active search. For B2B, this is a top-of-funnel awareness play that complements search campaigns.
The B2B setup requires careful audience definition (first-party lists, customer match, and in-market audiences), compelling visual creative (image and video assets that tell a story), and realistic expectations (Demand Gen drives awareness and remarketing pool growth, not direct conversions).
Stop wasting ad spend on what doesn't convert
Weekly: ROAS benchmarks, creative testing insights, and platform-specific tactics to get more from every dollar.
We cover the campaign structure for B2B, the creative requirements for each placement (YouTube in-feed, Discover, Gmail), the audience strategy that maximizes relevance without going too narrow, and the measurement approach that values Demand Gen for its pipeline influence rather than direct attribution.
Full article content would go here.
In production, this would be MDX with rich formatting, images, code blocks, and embedded demos.
Know your ROAS across every platform in one view
OSCOM unifies Google, Meta, LinkedIn, and TikTok so you can see what's working, kill what isn't, and reallocate fast.
See your ad performance