What it is for
Demand Gen targets people who are not searching yet, using image and video creative across Google's feed surfaces. It is built for the top of the funnel, generating interest rather than capturing existing demand, and it leans on audience signals and lookalikes rather than keywords. Google is also moving standard Display campaigns into Demand Gen; here is what changes when Display moves.
How to judge it
Because it is demand creation, judging it on last-click CPA will make it look weak; it should be measured on the demand and searches it generates downstream. It is a different job from Search, and holding it to a Search yardstick is a common way teams kill a working top-funnel channel.
Common questions
What replaced Discovery campaigns?
Demand Gen campaigns replaced Discovery in Google Ads, adding video and more creative surfaces across YouTube, Discover, Gmail and the Google Display Network while keeping the audience-driven, feed-based approach.
How should you measure Demand Gen?
As a demand-creation channel: look at the downstream lift in branded search and assisted conversions, not just last-click CPA, which systematically undervalues top-of-funnel activity.