Demand Gen: what it is, who it’s for, and results compared to Meta

André Pimentel · 2026-10-07

Demand gen on Google

Demand Generation (Demand Gen) is a strategy focused on creating interest and demand for products or services. On Google, this approach has some unique aspects. Let’s break down the key points.

Placements

In Google Ads, you can use different placements for Demand Gen. The most relevant are:

• Search Network: Ads appear when users search for terms related to your product.
• Display Network: Visual ads on partner websites, allowing you to reach a wider audience.
• YouTube: Videos that can grab your target audience’s attention.

Your placement choice should be strategic, taking into account where your audience spends the most time and how they consume content.

Creatives

Creatives are essential for attracting and converting leads. On Google, you should consider:

• Text ads: Keep them clear and concise, with direct calls to action (CTAs).
• Video ads: Use visual content to tell stories that resonate with your audience.
• Display: Eye-catching images and banners.

Testing different formats is key to finding out what resonates best with your audience.

Audiences

Define your audience precisely. On Google, you can target by:

• Keywords: Focus on terms your target audience would search for.
• Interests: Use interests related to your product to reach new potential customers.
• Remarketing: Re-engage users who have already interacted with your brand.

Well-executed targeting increases your chances of converting.

Cost

Costs vary depending on the placement and keyword competitiveness. On average, you can expect:

• Search Network: Cost per click (CPC) between R$ 1,00 and R$ 5,00.
• Display Network: CPC is generally lower, around R$ 0,50 to R$ 2,00.
• YouTube: Cost per view (CPV) can range from R$ 0,10 to R$ 0,50.

It’s vital to monitor and adjust bids based on performance to optimize your spend.

When to use it

The Demand Gen strategy should be used when:

• Launching a new product or service that needs visibility.
• Looking to increase brand awareness in new markets.
• Wanting to re-engage customers who haven’t purchased recently.

Evaluate your business’s timing and context to apply this strategy effectively.

This approach can deliver significant results, but it’s crucial to keep testing and optimizing your campaigns. Have you used Demand Gen on Google? What were your costs and results? Share with the community!