Google Ads Demand Gen Campaigns - How To Optimise A Demand Gen Campaign In Google Ads

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Boost the performance of your Google Ads Demand Gen campaigns with expert tips on targeting, bidding, video settings, and ad assets. Learn how to optimise for better ROI and ad control.

00:00 Introduction
00:11 Initial Campaign Goals
00:33 Video Partner Settings
01:04 Optimised Targeting
01:43 Video Ad Settings
02:20 Video Enhancements
02:46 Headlines & Sitelinks

How to Optimise Demand Gen Campaign Google Ads: Proven Tips to Maximise Results

Wondering how to optimise demand gen campaigns for better results in Google Ads? If your Demand Gen campaign isn’t performing as expected, here are key strategies to help you get back on track and drive better outcomes.

Set the Right Initial Campaign Goals

When launching a new Demand Gen campaign, start with goals focused on conversions or clicks. Hold off on using “conversion value” as a goal until you’ve spent at least $10,000–$15,000. While conversion value bidding may be available, it's not officially confirmed by Google, so proceed cautiously.

Disable Video Partners for Better Brand Safety

To maintain better control and ensure brand safety, switch off Google Video Partners. Demand Gen campaigns perform best when they run exclusively across Google-owned properties. Including external video partners could result in your ads appearing on less reliable websites, which might impact brand perception.

Ad Group Optimisation: Take Control of Your Targeting

Optimised Targeting (Light Version)

By default, Google enables Optimised Targeting, but you can refine it by choosing the "light" version. Simply tick the box to limit ad visibility based on age and other demographic settings. This gives you more control while still leveraging Google’s automation. For even more control, you can switch optimised targeting off entirely, but using the light version offers a nice balance.

Tailor Your Video Ad Placements

If you're using video ads, always choose where your videos should appear. Google enables all video formats by default, but you can refine placements based on your video’s orientation. For example, if you have a vertical video, selecting only YouTube Shorts ensures optimal display. This is a simple but effective way to optimise demand gen campaigns across the right formats.

Turn Off Automatic Video Enhancements (When Needed)

Google may automatically apply video enhancements, such as creating square or vertical versions of your content. If you’ve already designed multiple formats of your video, it’s better to turn this off to maintain quality and consistency.

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