Google Ads Demand Gen just changed. In this video I break down the 2025 Demand Gen core update in Google Ads and show my Billing-Model Strategy: when to optimize for CPC (engagement you pay for) vs CPM (attention you pay for) across Discover, Gmail, YouTube & Video Partners—so you cut wasted spend and lift ROAS.
What you’ll learn:
The new matching logic (person → interest → product/service → ad) and why setups from 6 months ago behave differently
Who wins now: clean product feeds, strong first-party data, and creative variety (6s/15s/30s, vertical + horizontal)
CPC playbook (Discover image, Gmail teaser, GDN image): pre-qualify clicks with price/fit, de-glamorize CTAs, clean crops, constraints to repel the wrong traffic
CPM playbook (YouTube video, Discover video, GVP): hook in 2s, captions, tighten signals, brand suitability, frequency control, creative rotation
Signal architecture: custom segments with “search-y” intents, competitor deep URLs, YouTube topics/channels/viewer %, GA4 audiences (engaged users, product viewers, checkout starters)
Practical guardrails: frequency, fatigue, view-rate drops, limited inventory, excluding kids/games/apps/live
Key takeaways:
If it’s CPC, optimize for the right engagement. Fewer empty clicks, higher post-click intent.
If it’s CPM, optimize for attention efficiency. Better hooks, tighter signals, lower eCPM.
Structure • Signal • Creative Variety = compounding advantage with the new Demand Gen core logic.