Demand Gen campaigns are built for scale — but only if you know how to work them.
Success isn’t about set-it-and-forget-it; it’s about smart creative formats, precise optimizations, and tracking the right signals beyond last-click conversions.
As an intro, here’s a Quick Decision Guide:
If your VAC campaigns are recent, well-performing, and you’re happy sticking video-first → Auto-Migrate.
If you want to fully embrace Demand Gen’s multi-asset, multi-placement potential → Manual Duplication is the smarter move.
Want to tap into the massive scale potential of CTV for your brand and offers?
Go here to set up a free chat with our team at Inceptly, and see how we’re driving millions in revenue for our clients each and every month with the power of YouTube on TV.
Now let’s get into more details!
How to Retain Learnings While Introducing New Formats
When adding new creative formats (like vertical videos or static images) to Demand Gen, it’s critical to protect your existing learnings while expanding your reach.
Here’s how:
Update, Don’t Overhaul:
Add new formats to existing top-performing asset groups instead of creating all-new campaigns. This keeps performance signals intact.Incremental Changes:
Introduce 1–2 new formats at a time. Avoid flooding asset groups with too many changes at once, which could reset learning phases.Prioritize High-Volume Asset Groups:
Start with the asset groups already getting the most impressions — they’ll adapt faster and stabilize quicker.Monitor Carefully:
Watch asset performance after updates. If CPAs spike, consider segmenting formats into a fresh asset group for better control.
Beyond conversions: Engagement, uplift, cross-channel impact
In Demand Gen, conversions are the most important part of the story, but to truly evaluate success, focus on a mix of engagement, uplift, and cross-channel impact.
Engagement Rate:
Track how users interact with your ads — clicks, video views, shares, etc. Engagement indicates how well your creative resonates with the audience.Lift in Conversions (Uplift):
Monitor changes in conversions after running Demand Gen campaigns. Look for uplift in both direct (on-site) and indirect (brand recall, consideration) conversions.Cross-Channel Impact:
Measure how Demand Gen influences other channels (e.g., search, direct traffic). High-performing Demand Gen ads often drive indirect results that lead to better performance across Google Ads and beyond.Cost per Engaged User:
Focus on how much you’re spending per user interaction. Low costs here can indicate strong ad relevance.
Using Asset-Level Insights to Optimize Iteratively
Optimize your Demand Gen campaigns one asset at a time to maximize performance over time. Here’s how:
Review Asset Performance Regularly:
Analyze which assets (images, videos, headlines) are driving the most engagement and conversions. Pause underperforming assets and double down on the winners.Test, Adjust, Repeat:
Continuously A/B test different creative variations. Even small tweaks can lead to better performance as Google’s machine learning refines delivery.Leverage Audience Insights:
See which assets perform best with specific audience segments. Use this data to inform future creative direction.Iterate Based on Data:
Don’t overthink it — let data drive your decisions. Make incremental changes and track performance against the previous version.
✅ To Sum Up
Demand Gen isn’t just a feature update—it’s a new foundation for YouTube performance.
Winning here means adapting your creative, optimizing iteratively, and measuring beyond just conversions. By following the right playbook, you can turn Demand Gen into a major growth engine for your brand.
For brands ready to maximize ROI across every format, Inceptly can help you lead the transition with confidence!
Want to tap into the massive scale potential of CTV for your brand and offers?
Go here to set up a free chat with our team at Inceptly, and see how we’re driving millions in revenue for our clients each and every month with the power of YouTube on TV.
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Jovan Simic, Account Manager
Jovan Simic is an experienced media buyer responsible for over $30M in profitable ad spend. At Inceptly, Jovan has collaborated with prominent brands, including Advanced Bionutritionals, Amplify Solar, Fittrack, John Crestani, and The Social Man, demonstrating his versatility and expertise. His deep understanding of media buying and consistent track record of success make him an invaluable asset to the industry.
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