E-commerce
September 18, 2026
Wondering how to leverage the new generation of Google Ads campaigns to boost your sales? Demand Gen campaigns, launched by Google, replace Discovery campaigns and offer immersive formats on YouTube, Gmail, and Discover. They are designed to capture the attention of buyers right where they scroll, just like on social media.
The stakes are high: these campaigns allow you to generate demand, not just capture it. But beware, they require a clear strategy to avoid wasting your budget. So, how can you take advantage of this new generation of campaigns? On the agenda:
Why are Demand Gen campaigns replacing Discovery?
Which ad formats should you prioritize to capture attention?
How do you choose the right bidding strategy for your goals?
Which audiences should you target with lookalike segments?
How do you measure the impact of your campaigns on sales?
Let's get started. Let's discover together how to make the most of these new advertising opportunities.
Summary
Why are Demand Gen campaigns replacing Discovery?
Google Ads excels at capturing demand: a user searching for "laptop case" immediately sees relevant ads. But generating demand is a whole different ball game. Discovery campaigns, launched in 2021, paved the way, but they were limited in formats and options.
With Demand Gen, Google is meeting the expectations of advertisers accustomed to social media. Launched in June, these campaigns "help advertisers who buy on social platforms find and convert consumers with immersive, relevant, and attention-grabbing visual creatives." They are gradually replacing Discovery, with placements on YouTube (including Shorts), Gmail, and the Discover app.
For a Shopify merchant, this is an opportunity: to reach prospects where they spend time, without being intrusive. But you need to understand the specifics to make the most of it. By exploring the key features, you can adapt your strategy and maximize the impact of your campaigns. This transition marks a turning point in online advertising.
Convert over 2,000 customers on average per month with Qstomy.
The world’s 1st Shopify AI dedicated to customer conversion
Empowering 200+ e-commerce merchants
The five key benefits of Demand Gen
Google highlights five major advantages to attract social advertisers:
Expanded reach: ads appear on YouTube Shorts, Gmail, and Discover, reaching millions of users.
Tailored ad experiences: a variety of formats, from carousels to videos, to adapt to every context.
Flexible bidding options: including "maximize clicks," ideal for brand awareness.
Improved reporting and measurement: tracking the conversion journey and Brand Lift.
Similar audiences: based on your first-party data to find new customers.
These advantages make Demand Gen a powerful tool for generating demand, not just capturing existing intent. For an e-commerce merchant, it is an opportunity to tell a story and create desire. By leveraging these assets, you can build more effective campaigns that are better aligned with the expectations of modern consumers. These features give you a head start on your competitors.
YouTube Shorts: a short and impactful format
YouTube Shorts is the short, vertical format that is booming: 50 billion views per day, according to TechCrunch. Ads appear in the feed, just like on Instagram Reels or TikTok, without being disruptive. For a merchant, it's a massive showcase.
Imagine a prospect scrolling through videos: your ad integrates naturally, with a 60-second video showing your product in action. This is the opportunity to capture the attention of a young and engaged audience, often difficult to reach via traditional search.
To take advantage of it, create vertical, dynamic videos focused on the benefits of your products. Think of demonstrations, tutorials, or customer testimonials. The goal: to trigger desire, not just the click. By taking care of your creatives, you maximize the impact of your ads and attract qualified prospects. This format is a real growth driver for your brand.
A variety of ad formats to capture attention
Discovery campaigns only offered images and product feeds. Demand Gen goes further: images, videos, carousels, all in a single campaign. The carousel is a major asset: it allows you to present multiple products or themes on a single screen, just like on social networks.
All these formats are automatically optimized toward the campaign objective, similar to responsive ads. You don't have to choose a single format: Google tests and combines to find the best combination.
For an e-merchant, this is the opportunity to highlight a range, tell a story, or show behind-the-scenes. Vary your visuals and messages to let the algorithm learn and perform. By adopting a creative approach, you can improve engagement and conversions. The flexibility of formats is an undeniable asset for your campaigns.
Choosing the right bidding strategy
The bidding strategy is crucial. Many specialists advise against "maximize clicks" because it exhausts the budget without guaranteeing conversions. But it all depends on your goal. If you are launching a new product and aiming for awareness, more clicks can be ideal.
Demand Gen includes precisely this option, unlike Discovery. You can therefore choose between:
Maximize clicks: to generate traffic and visibility.
Maximize conversions: to prioritize key actions, such as purchases.
Value-based bidding: to optimize return on investment.
Test different strategies depending on your campaigns and analyze the results. The important thing is to align your bidding with your business objective, whether it is sales, sign-ups, or awareness. By adjusting your bids, you can improve the overall performance of your campaigns. A well-thought-out strategy is the key to success.
Measure impact with conversion reports
Demand Gen offers more accurate conversion path reports. You can track the impact of your ads on sales, especially with conversion path reports. A common use: evaluating the effect of non-brand campaigns on brand conversions.
For example, a click on a generic ad might be the first touchpoint, while a click on a brand ad is the last. These reports help you understand the role of each campaign in the buying journey.
For a Shopify merchant, this is a goldmine: you know where to invest and how to adjust your messaging. Use this data to refine your audiences and creatives, and to justify your budgets to your team. By leveraging these insights, you can optimize your marketing strategy. Accurate measurement is essential for growth.
Brand Lift to evaluate awareness
Brand Lift is a valuable tool for measuring ad recall, brand awareness, and consideration. Google displays surveys before a video to users in the target group, whether or not they have seen your ads. This gives you a direct insight into the impact of your campaigns on your brand perception.
This tool does not track conversions, but it is essential for assessing brand retention. If you are launching a new range or looking to differentiate yourself, Brand Lift tells you if your message is resonating.
For an e-commerce retailer, this is a key indicator for awareness campaigns. Combine it with conversion data to get a complete view of your marketing funnel. By measuring these aspects, you can better understand the impact of your advertisements. It is an indispensable tool for evaluating your brand image.
Expand your audience with lookalike segments
Demand Gen campaigns include lookalike segments, a feature that resembles Google's old "similar audiences". You upload your first-party data (such as your customers' emails), and Google finds additional relevant users to display your ads to.
The key difference: lookalike segments only use your first-party data, making them more accurate and compliant with privacy regulations. It is an effective way to expand your reach without relying on third-party cookies.
For a Shopify merchant, this is an opportunity to reach new prospects who look like your best customers. Make sure you have a clean and up-to-date customer list to maximize relevance. By leveraging these segments, you can improve the effectiveness of your campaigns. This approach is both modern and privacy-friendly.
Launch an effective Demand Gen campaign
Launching a Demand Gen campaign is simple, but requires preparation. Start by defining your objective: sales, leads, or awareness. Next, create your creatives: images, videos, carousels, following the recommended formats.
Set up your audiences: use your first-party data, lookalike segments, or interests. Choose your bidding strategy based on your objective. Finally, set your budget and bids.
Test different combinations of creatives and audiences to find what works. Don't forget to track performance regularly and adjust your campaigns accordingly. It's an iterative process, but the results can be excellent. By staying flexible, you can maximize your chances of success. Good preparation is the foundation of any successful campaign.
Integrate Demand Gen into your overall strategy
Demand Gen is not a silver bullet, but a complement to your other campaigns. Use it to generate demand at the top of the funnel, while your Search and Shopping campaigns capture intent at the bottom. It is a full-funnel approach.
For a Shopify merchant, this means creating consistent messaging across all channels. For example, a video on YouTube Shorts can showcase a product, and then a Search ad reminds those who have shown interest. Remember to align your landing pages to maximize conversion.
Don't forget to measure the overall impact, not just direct conversions. Conversion path reports help you understand how Demand Gen contributes to final sales. By adopting a holistic view, you can optimize your marketing strategy. This synergy between channels is essential for sustainable growth.
Qstomy: your ally to maximize conversion
Qstomy, your Shopify AI agent, can boost the effectiveness of your Demand Gen campaigns by optimizing post-click conversion. Thanks to its intelligent product recommendations, it increases the average cart value and drives upsells, transforming paid traffic into real sales.
Qstomy also guides your customers throughout the entire journey: parcel tracking, answers to frequently asked questions, and personalized assistance. This reduces friction and improves the experience, which can increase your advertising return on investment.
By integrating Qstomy into your store, you create a more efficient funnel: your ads attract, Qstomy converts. It is a winning synergy to boost your e-commerce sales. By combining these tools, you can maximize your growth. Qstomy is the ideal partner to get the most out of your campaigns.
In short, checklist and FAQ
In short
Google Ads Demand Gen campaigns are a powerful tool for generating demand, featuring immersive formats and flexible bidding options. They replace Discovery and offer expanded reach across YouTube Shorts, Gmail, and Discover.
Checklist
Objective: Clearly define your goal (sales, awareness, leads).
Creatives: Prepare engaging vertical visuals and videos.
Audiences: Use your first-party data and lookalike segments.
Bidding: Choose the strategy aligned with your objective.
Tracking: Set up conversions and path reports.
FAQ
Is Demand Gen suitable for small budgets? Yes, but test first with a modest budget to learn.
Should I abandon Discovery? Google recommends migrating, but you can test both.
How to measure success? Use conversions, Brand Lift, and path reports.
To go further: Increase sales with smart product recommendations - Qstomy, Optimize your SEO strategy with AI: Google framework, process, and Shopify - Qstomy, E-commerce SEO strategy for category pages - Qstomy, Feedback loop: tracking feedback to optimize your products - Qstomy, How to optimize a product page to convert? - Qstomy, How to integrate Shopify with Amazon for products, stock, and reviews? - Qstomy, AI Chatbot for products seen on TikTok, Reels, or Shorts - Qstomy.
Enzo
September 18, 2026
