Google Expands Demand Gen Into the Display Network
Google is continuing to blur the lines between social-style advertising and traditional display media with the expansion of Demand Gen campaigns across the Google Display Network (GDN). The rollout, which has started globally through 2025, gives advertisers access to inventory beyond YouTube, Discover and Gmail, bringing image and video ads into a much wider network of websites and apps. While there is no confirmed timeline yet for Ireland specifically, the update is already appearing across eligible Google Ads accounts globally and will likely become part of wider campaign planning over time.
Demand Gen was originally introduced as a more visual, discovery-focused campaign type designed to compete more directly with platforms like Meta and TikTok. With the latest changes, advertisers now have greater control over placements across YouTube, Discover, Gmail and the Display Network at ad group level.
The update reflects a broader shift in how Google is positioning Demand Gen, less as a standalone product and more as a central campaign type for awareness and consideration activity. Now campaigns may reach broader audiences than before as image inventory expands across the Display Network.
For advertisers, broader reach and increased automation may improve efficiency, but they also place more importance on placement controls, creative quality and campaign monitoring. As campaigns expand into a wider mix of websites and apps, advertisers may see changes in engagement, traffic quality and overall performance.
As platforms continue moving towards fewer, more automated campaign types, stronger audience signals and closer oversight of where ads appear are becoming increasingly important.
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