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How Google Ads Demand Gen Campaigns Fill the Funnel
Description
In episode 50 of The Google Ads Podcast, Lucas and Luna explore Google Ads Demand Gen campaigns—the 2026 evolution of Discovery ads. They break down how Demand Gen uses YouTube Shorts, Gmail, and Discover feeds to target high-intent users before they search. Lucas shares a specific case: a DTC home goods brand that reduced cost-per-new-customer by 22% by shifting 30% of their budget from Performance Max to Demand Gen with a lookback window of 14 days. They discuss audience signals (custom intent vs. in-market) and creative best practices: 3:4 aspect ratio vertical video, 15-second cuts, and clear brand intro in the first 2 seconds. Listeners learn one concrete optimization: use first-party data segments from Google Ads Enhanced Conversions to build seed audiences. The hosts also touch on the importance of exclusion lists to avoid over-saturating existing customers. No fluff—just actionable PPC strategy for 2026.