Display advertising that reaches people before they search
Demand Gen and Display put visual ads in front of the right people across YouTube, Discover, Gmail and millions of websites. We use them to create demand and to bring back past visitors.
What our Display & Demand Gen service covers
Demand Gen campaigns
Image, carousel and video ads on YouTube, Discover and Gmail.
Display campaigns
Responsive display ads across websites and apps.
Audiences
Lookalike segments, customer lists, custom segments and website visitors.
Placement control
Excluding low-quality sites and apps to protect budget.
How we run Display & Demand Gen
A clear process, repeated every month.
Audit
We review what you run today, check tracking and agree the numbers that matter.
Build and test
We set up campaigns, creative and pages, then test versions against each other.
Scale and report
Budget moves to what works. You get a simple, jargon-free report every month.
What is display advertising?
Display advertising is visual advertising, such as images, banners and videos, shown on websites, apps and feeds while people browse. Unlike search ads, which answer a search, display ads reach people before they are actively looking, so they are used to build awareness, create demand and bring back past visitors.
What is Google Demand Gen?
Demand Gen is a Google Ads campaign type for visual, social-style ads on Google's own feeds: YouTube (including Shorts), Discover and Gmail, with the option to extend to the Google Display Network. It supports image, carousel and video ads, and uses audiences such as lookalike segments built from your customers. It is designed to create demand and drive conversions from people who are not searching yet.
Demand Gen vs Display campaigns
| Demand Gen | Display | |
|---|---|---|
| Where | YouTube, Shorts, Discover, Gmail, optionally Display Network | Millions of websites and apps in the Google Display Network |
| Creative | Images, carousels and video, social-style | Responsive display ads and uploaded banners |
| Best for | Creating demand with strong creative | Broad reach and low-cost remarketing |
Neither includes Google Search results. For search, see our Search ads service.
What are responsive display ads?
Responsive display ads are Google's standard display format. You upload headlines, descriptions, images and logos, and Google combines them automatically to fit each placement and test which combinations work best. The main benefit is reach: one ad can show in almost any size and format, with less design work.
How much do display ads cost?
Display clicks and impressions usually cost less than search clicks, because the audience is less ready to buy. You can bid per click, per thousand impressions or towards a conversion target. Judge display on cost per lead or sale, not on cheap clicks.
When to use Demand Gen and Display
- To introduce your brand to new audiences similar to your customers.
- To remarket people who visited but did not convert.
- To support a launch, offer or seasonal push.
- For B2B, to stay in front of a known list of target companies' visitors during a long sales cycle.
They work best alongside Search, not instead of it, because people who see them often search for you later.
Keeping display spend clean
Display placements vary in quality. We review where ads appear, exclude poor placements, mobile games and content categories that do not suit you, and judge campaigns on conversions rather than clicks.
Our display advertising services
As a display advertising agency, we plan audiences, produce image and video creative, build Demand Gen and Display campaigns, control placements, and report results against your cost per lead or return on ad spend targets.
Frequently asked questions
What is display advertising?
Visual ads, such as images and videos, shown on websites, apps and feeds while people browse. They build awareness, create demand and bring back past visitors.
What is a Demand Gen campaign?
A Google Ads campaign for image, carousel and video ads on YouTube, Shorts, Discover and Gmail, with optional reach on the Display Network. It is built to create demand and drive conversions.
Does Demand Gen include Search?
No. Demand Gen runs on Google's feeds and video surfaces, not on Search results.
What is the difference between Demand Gen and Display?
Demand Gen runs mainly on Google's own feeds with social-style creative. Display runs across third-party websites and apps in the Google Display Network.
Are display ads worth it?
They can be, when targeted well and judged on conversions. They are most effective for remarketing and for reaching audiences similar to your customers.
Can I choose where my ads appear?
You can exclude sites, apps and content categories, and review placement reports. We do this as part of managing the campaigns.
Find out what your ad spend is really returning
A free review of your Google Ads, Meta ads and tracking. No obligation.
Get my free audit →