Reimagining display and YouTube campaigns with Demand Gen for smarter awareness marketing.

Introduction

At Revel, we see Google’s Demand Gen campaigns as the bridge between awareness and conversion—meeting over three billion monthly users, according to Google, right where they're exploring, not just searching. For brands ready to expand beyond search, Demand Gen unlocks new scale and reach, comparable to social platforms in Google’s own ecosystem. It’s a fit for clients with strong conversion tracking, visual-first assets, and a minimum $3,000/month budget. Brands that are starting to plateau in search and want to compete with the influence of social without paying inflated costs should explore Demand Gen as an option for top to mid funnel customer acquisition.

Content & Audiences

Demand Gen thrives on visuals; matching creative to context helps our clients pair the right mix of video, imagery, and UGC depending on their vertical. For e-commerce, that means balancing lifestyle storytelling with product-centric assets; for B2B and services, it’s about weaving in trust, expertise, and social proof. Each industry requires its own creative rhythm—beauty moves fast with trend-driven content, while education and construction benefit from longer, credibility-focused narratives. Our role is to guide clients in building the right blend so their content feels native, engaging, and persuasive across YouTube, Discover, and Gmail.

Reaching the right audience is just as critical. Revel’s “audience stack” approach starts with lookalikes and custom intent, then layers on in-market signals, retargeting, and life events. Unlike broad affinity audiences, this precision keeps campaigns focused on high-intent prospects while still allowing Google’s AI to optimize. We structure campaigns around prospecting or retargeting, excluding converters to maximize efficiency that scales reach without losing relevance.

Why Demand Gen

Demand Gen isn’t search—it’s mid to upper-funnel—and success means looking at the bigger picture: engagement, assisted conversions, and lifetime value. Early weeks are about learning and reach; months two and three bring stabilization as CPAs normalize, creative winners emerge, and campaigns scale. With clear benchmarks by vertical and a disciplined refresh cycle for assets, we help clients measure what matters most: sustained growth, not just short-term clicks.

Demand Gen captures audiences earlier in the journey. By combining Google’s owned inventory with Revel’s creative, targeting, and measurement expertise, we help clients harness Demand Gen as a growth engine. This isn’t about running ads for the sake of ads—it’s about building an adaptive, data-driven system that continuously learns, optimizes, and drives meaningful results. Reach out to the Revel team for more info.

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This blog was edited with the help of Claude AI.