A lot of brands still think Demand Gen/YouTube Ads is just for “awareness” and doesn’t lead to real sales.

We’ve seen the opposite happen repeatedly.

Google rolled out significant changes to Demand Gen in 2025 and 2026.

And the platform has become way more effective at finding and converting new customers.

This year, we’ve seen a ton of new winning ad placements and creative formats.

And many of our clients are scaling hard with it.

One brand we work with has spent $1.7 million on Demand Gen this year at a 2.15x return.

All from cold traffic.

Another brand that generated over $2.1M in 2.5 months:

That's the kind of scale that used to only be realistic on Meta.

But now, it’s super common on Demand Gen.

It's crazy how many brands come to us that should've been printing on YouTube and Discover.

Yet their previous agencies did nothing with it.

What I’ve seen time and time again is that…

Any brand can get Demand Gen to work with the right strategy behind it. And every product has its own path to scaling on this channel. Honestly, I think we’re still early.

From the audits we do, barely anyone knows how to run YouTube Ads at scale. And the few giving it a go are executing it pretty poorly and leaving a ton of revenue on the table.

There will be a lot more money to be made here over the next few years.

Another good thing is that a lot of the creatives and angles you're running on Meta or TikTok can be repurposed on Google.