While both Demand Gen and PMax campaigns are AI-driven smart bidding campaigns, Demand Gen offers control over ad placements and helps you show your ads specifically on Discover, YouTube & Gmail alone. Whereas Performance Max Campaigns do not give you the control to show ads specifically only on a few channels but shows your ads across all the channels. So, when you use Demand Gen campaign, you can save your ad budget by not spending on other channels that PMax shows ads on. However, if you want to experiment and find out which channel does your audience convert, you can opt for Performance Max campaign, run it and analyze from which channel people are converting for your ads.

Demand Gen campaign is a campaign that focuses on generating demand by creating awareness about your product or service among your target audience. The end goal of this campaign is to convert the user at a later point of time. The window for converting is undefined (can be 1 day, 3 days, 7 days, 15 days, 30 days, etc.)

Discovery ad campaign targets audience on Google feed on Discover, YouTube (home and watch next feed), and gmail alone. The display ad campaign targets audiences across Google’s display network (websites & apps), YouTube and Gmail.

Demand generation primarily focuses on creating awareness among the target audience and slowly aims to convert the prospective consumers who are already aware of your product or service. Whereas Lead generation focuses on generating leads alone. You can understand that Lead generation is a part of demand generation but it is not vice-versa.

Major goal of any demand generation campaign is to gain trust of the target audience. Once the trust is established by showing how you help people, you can enhance your lead quality. This in turn realizes good revenue. Therefore, the goals of demand generation are creating brand awareness, lead generation, and revenue generation. Everything trickles down to have more revenue.