Are You Ignoring These 4 Demand Gen Tweaks Behind Google's 40 Percent Lift Claim

Google has introduced a February Demand Gen Drop for Google Ads, sharing new best practices for running Demand Gen campaigns globally. The guidance is presented through Google Ads Help resources and an Accelerate with Google announcement and is based on internal Google data from April 2024 through December 2025.

Key details on the Google Ads February Demand Gen Drop

Google states that Demand Gen campaigns can drive higher conversion volume when advertisers use its recommended campaign configurations. The February Demand Gen Drop highlights four focus areas: audiences, bidding and budgets, creative, and data quality.

• Based on internal analysis of Demand Gen campaigns from April 2024 to December 2025, advertisers that adopted at least three of the four recommended configurations saw more than 40 percent more conversions on average, according to Google.
• For audiences, Google highlights tools such as optimized targeting, Lookalikes, and new customer acquisition goals, all powered by Google AI and available in Google Ads Help.
• For bidding and budgeting, Google points to automated strategies like target CPA (tCPA) and target ROAS (tROAS), supported by Performance Planner to help set and forecast budgets.
• On creative, Google recommends aiming for an “Excellent” Ad Strength rating by using varied, high quality assets, including those generated or assisted by Google AI.
• For data quality, Google advises implementing sitewide tagging through the Google tag gateway for advertisers and connecting offline data sources with Data Manager to improve measurement and optimization.

Background on Demand Gen and case study results

Demand Gen is a Google Ads campaign type that uses Google AI to serve visual and video creatives to prospective customers. It focuses on reaching people likely to be interested in a product or service and driving measurable conversions.

The February update references a case study with retailer Cropp. According to Google's published report, Cropp used “Excellent” Ad Strength and recommended audience solutions within Demand Gen campaigns and recorded a 50 percent uplift in return on ad spend for online sales.

Google positions these recommendations as a structured way to configure campaigns using existing Google Ads features. The February Demand Gen Drop is part of an ongoing series of announcements focused on Demand Gen campaign performance, with additional details available via Accelerate with Google.

Source citations

• Demand Gen campaign guidance - Google Ads Help documentation on Demand Gen campaign recommendations and configuration.
• optimized targeting, lookalike segments, and new customer acquisition goals - Google Ads Help resources on audience solutions.
• target CPA, target ROAS, and Performance Planner - Google Ads Help resources on bidding and budgeting tools.
• Ad Strength, Google tag gateway, and Data Manager - Google Ads Help resources on creative quality and data integration.
• Cropp Demand Gen case study - Google marketing materials detailing Cropp's Demand Gen performance results.
• Accelerate with Google - Demand Gen Drop - Google business announcement summarizing the Demand Gen Drop installment.