Demand Gen infographic: eight placements across YouTube, Discover, Gmail and the Display Network, four recommended image sizes, a comparison with Performance Max on channels, bidding and audience tools, budget rules (10x target CPA, 50 conversions, 5 to 10 percent weekly changes), and three steps on what to do.

Oct 6, 2026

Google Ads Demand Gen Campaigns Explained (Infographic)

How Google Ads Demand Gen campaigns work: where ads show, image sizes, how they differ from Performance Max, and Google's budget and bidding guidance.

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<a href="https://searchinsider.io/infographics/demand-gen"><img src="https://searchinsider.io/research/demand-gen/demand-gen-infographic.png" alt="Demand Gen infographic: eight placements across YouTube, Discover, Gmail and the Display Network, four recommended image sizes, a comparison with Performance Max on channels, bidding and audience tools, budget rules (10x target CPA, 50 conversions, 5 to 10 percent weekly changes), and three steps on what to do." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/demand-gen">Demand Gen campaigns infographic</a> by Search Insider.</p>

What are Demand Gen campaigns in Google Ads?

The short answer: Demand Gen runs visual ads across YouTube, Discover, Gmail and the Google Display Network. It replaced Discovery campaigns and gives you more control than Performance Max: channel choices, lookalike segments and click bidding.

Based on Google Ads Help.

What it shows

Demand Gen ads serve on YouTube (including Shorts), Discover, Gmail and the Google Display Network.
Recommended images: 1200x628 landscape, 1200x1200 square, 960x1200 portrait and 1080x1920 vertical.
Demand Gen can bid for clicks, conversions or conversion value; Performance Max bids for conversions or value.
Lookalike segments help reach new audiences beyond your customer base.
Google recommends a daily budget of at least 10x your target CPA and 50 conversions before judging.
Discovery campaigns were upgraded to Demand Gen by March 2024.

What to do

Creative: 3 images and 1 video in each shape.
Budget: At least 10x target CPA daily.
Patience: Wait for 50 conversions; change bids 5 to 10% a week.

The walkthrough

What is a Demand Gen campaign?

Demand Gen campaigns serve ads on YouTube, Discover, Gmail and the Google Display Network, including YouTube Shorts, in-feed, Home, watch next and Search placements ^[1]. They support image, video, carousel and product feed formats ^[1].

How is Demand Gen different from Performance Max?

Performance Max runs across all Google channels and inventory, while Demand Gen focuses on Google's visual surfaces with more control over targeting and placements ^[1]. Demand Gen can bid for clicks, conversions or conversion value, adds lookalike segments and lets you choose channels ^[1].

What image sizes does Demand Gen use?

Google recommends 1200x628 for landscape (1.91:1), 1200x1200 for square (1:1), 960x1200 for portrait (4:5) and 1080x1920 for vertical (9:16) ^[2]. Google suggests 3 vertical, 3 square and 3 horizontal images, plus one video in each orientation ^[3].

What budget does Demand Gen need?

Google recommends a budget of at least 10 times your target CPA ^[1]^[3]. For Maximize strategies it suggests a daily budget of $100 or more, and waiting for at least 50 conversions before judging performance ^[3].

How should you adjust Demand Gen bids?

Change bids and budgets by 5 to 10%, and no more than 15%, per week ^[3].

Did Demand Gen replace Discovery campaigns?

Yes. Discovery campaigns were upgraded to Demand Gen, with automatic upgrades for the remaining campaigns from January to March 2024 ^[4]. Google is also moving Display campaigns into Demand Gen, starting with voluntary moves in June 2026 ^[1].

Sources

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