Blend into the feed
Demand Gen lives where people scroll — Shorts, Discover, Gmail. Visual, fast, immersive. It shows the trip before they're even thinking about booking.
Find lookalikes from your data
Once you've got attention, Google finds people like your best customers. Same profile, same intent, bigger reach.
Prime the funnel for Search
People who see Demand Gen ads start searching. That feeds your Search and Performance Max campaigns.
Google's targeting power meets social media's visual impact.
Demand Gen is the ultimate hybrid format.
It delivers visual, immersive campaigns across Google's most-visited surfaces (YouTube, Discover, Gmail), powered by search intent data.
It's the perfect tool to capture audiences in discovery mode, well before they start comparing prices.
The strategic difference: Intent over interests
The weakness of traditional social media is interest-based targeting — too vague. Demand Gen changes that by using Google search history.
In practice, this means targeting users who've searched specific queries (like "Japan trip" or "luxury hotel") in recent days.
Your ads don't reach casual browsers — they reach prospects whose travel intent is proven by their recent searches.
Meet travellers in their daily digital routine
The goal is to show up where attention is available and captive, across three key touchpoints:
- Google Discover: The mobile news feed used by millions. Your offer appears like a travel magazine article.
- YouTube Shorts: Short, vertical video — perfect for reaching younger, mobile audiences in a fast-scrolling feed.
- Gmail: The most personal placement, right in the Promotions tab, alongside newsletters and travel confirmations.
Lookalike audiences: Clone your best customers
Demand Gen is the only Google tool that leverages lookalike audiences this deeply.
Feed high-value customer data (high basket size) into the algorithm, and the campaign identifies twin profiles across the web. It's a powerful acquisition method to reach cold audiences statistically predisposed to buy this type of trip.
The requirement: Visual excellence
Unlike Search where copy is king, here everything relies on visual emotion.
To perform, you need high-quality creative assets. Native vertical videos and immersive visuals are essential to stop the scroll and trigger desire.
Without a solid media library, the algorithm can't deliver its full potential.
Ready to use the data social media doesn't have?
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