For new products
Demand Gen – you create a need before anyone even thinks about it
A visual and video campaign that reaches YouTube, Gmail, and Google Display Network users before they even start searching for your product. It showcases your offer where people are watching, reading, or scrolling—not where they're typing.
It's best for introducing a new product, building brand recognition, or reaching a group that doesn't yet know they have a problem you're solving. This is the awareness and consideration stage. Search captures consumers when they already know what they're looking for. Demand Gen reaches them earlier – while they're still scrolling through their feed or watching a video, and the purchase decision hasn't even occurred to them yet.