| name | google-ads-builder-demand-gen |
| description | Builds a Demand Gen campaign blueprint โ audience-led, creative-heavy campaigns across YouTube, Discover, and Gmail. Covers audience strategy (your-data, lookalikes, custom segments), image and video creative sets, ad formats, and the upper/mid-funnel measurement caveats. Emits a human .xlsx plus a campaign-spec .json (demand_gen). Reads account-context.yaml. Use when the user says "demand gen", "demand generation", "youtube campaign", "discovery ads", "top of funnel".
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Google Ads โ Builder: Demand Gen
An audience-led, creative-heavy campaign for awareness/consideration. Different from PMax/Search: the
audience and creative are the levers, and measurement is upper-funnel.
Operating rules
- Read context (audiences available, brand, vertical, budget) + the
plan output.
- Write to the working directory:
blueprint.xlsx + campaign-spec.json (campaign_type: "demand_gen",
asset-group-style creative groups).
- Set expectations: this is funnel-building, not last-click harvesting.
Model dispatch (run cheap, decide expensive) โ see ${CLAUDE_PLUGIN_ROOT}/references/model-tier-dispatch.md
- Scout (
haiku) โ per-URL 200 checks; creative-spec/size validation; pulling available audience lists.
- Routine (
sonnet) โ pulling customer-match/visitor lists + high-value seeds for lookalikes. Dispatch as general-purpose; return raw lists, don't strategize.
- Judge (main session) โ STEP 2 audience strategy, STEP 3 creative direction (via
assets), STEP 4 funnel/measurement framing, bidding. Audience inventory is cheap; audience strategy and creative are judgment.
STEP 1 โ Inputs
Funnel goal (awareness/consideration/action), budget, and the products/message to feature.
STEP 2 โ Audience strategy
- Your data: customer-match lists, website/app visitors (retarget).
- Lookalikes: from high-value customer seeds.
- Custom segments: by search behavior or competitor/site interest (
competitor_terms).
- Interest/demographic layers as broad context. Combine behavioral + intent; avoid demographics alone.
STEP 3 โ Creative sets (via assets)
Build per format: single image, carousel, and video (combined image+video drives more conversions than
video-only at similar CPA). Provide briefs/specs and on-screen CTA. Strong, diverse creative IS the
targeting lever here.
STEP 4 โ Ad formats, funnel role & measurement caveats
- Map creatives to formats (YouTube in-feed/Shorts, Discover, Gmail).
- No frequency capping in Demand Gen โ monitor reach vs frequency manually.
- Attribution leans on view-through / brand-lift; don't judge it on last-click ROAS alone. State this.
STEP 5 โ Bidding
Maximize Conversions (or value) aligned to the funnel goal; consider brand-lift/awareness objectives for
pure top-funnel. Respect ramp discipline + change-event cooldown.
STEP 6 โ Output + verification
Emit blueprint.xlsx + campaign-spec.json. Set campaign.status: "paused",
conversion_goals.scope: "campaign". Verify creative specs/limits, audience signals present and distinct,
Final URLs live. Hand the JSON to pusher (Demand Gen is mostly API-or-UI โ guided build in Mode A).
To build / refine later
