Google Ads — 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) — see ${CLAUDE_PLUGIN_ROOT}/references/model-tier-dispatch.md
- Scout (
haiku) — per-URL 200 checks; creative-spec/size validation; pulling available audience lists.
- Routine (
sonnet) — pulling customer-match/visitor lists + high-value seeds for lookalikes. Dispatch as general-purpose; return raw lists, don't strategize.
- Judge (main session) — 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 — Inputs
Funnel goal (awareness/consideration/action), budget, and the products/message to feature.
STEP 2 — 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 — 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 — Ad formats, funnel role & measurement caveats
- Map creatives to formats (YouTube in-feed/Shorts, Discover, Gmail).
- No frequency capping in Demand Gen — 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 — 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 — 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 — guided build in Mode A).
To build / refine later
1---2name: google-ads-builder-demand-gen3description: Builds a Demand Gen campaign blueprint — 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".4---56# Google Ads — Builder: Demand Gen78An audience-led, creative-heavy campaign for awareness/consideration. Different from PMax/Search: the9audience and creative are the levers, and measurement is upper-funnel.1011## Operating rules12- Read context (audiences available, brand, vertical, budget) + the `plan` output.13- Write to the working directory: `blueprint.xlsx` + `campaign-spec.json` (`campaign_type: "demand_gen"`,14 asset-group-style creative groups).15- Set expectations: this is funnel-building, not last-click harvesting.1617## Model dispatch (run cheap, decide expensive) — see `${CLAUDE_PLUGIN_ROOT}/references/model-tier-dispatch.md`18- **Scout (`haiku`)** — per-URL 200 checks; creative-spec/size validation; pulling available audience lists.19- **Routine (`sonnet`)** — pulling customer-match/visitor lists + high-value seeds for lookalikes. Dispatch as `general-purpose`; **return raw lists, don't strategize**.20- **Judge (main session)** — 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.2122## STEP 1 — Inputs23Funnel goal (awareness/consideration/action), budget, and the products/message to feature.2425## STEP 2 — Audience strategy26- **Your data**: customer-match lists, website/app visitors (retarget).27- **Lookalikes**: from high-value customer seeds.28- **Custom segments**: by search behavior or competitor/site interest (`competitor_terms`).29- **Interest/demographic** layers as broad context. Combine behavioral + intent; avoid demographics alone.3031## STEP 3 — Creative sets (via `assets`)32Build per format: single image, carousel, and video (combined image+video drives more conversions than33video-only at similar CPA). Provide briefs/specs and on-screen CTA. Strong, diverse creative IS the34targeting lever here.3536## STEP 4 — Ad formats, funnel role & measurement caveats37- Map creatives to formats (YouTube in-feed/Shorts, Discover, Gmail).38- **No frequency capping** in Demand Gen — monitor reach vs frequency manually.39- Attribution leans on view-through / brand-lift; don't judge it on last-click ROAS alone. State this.4041## STEP 5 — Bidding42Maximize Conversions (or value) aligned to the funnel goal; consider brand-lift/awareness objectives for43pure top-funnel. Respect ramp discipline + change-event cooldown.4445## STEP 6 — Output + verification46Emit `blueprint.xlsx` + `campaign-spec.json`. Set `campaign.status: "paused"`,47`conversion_goals.scope: "campaign"`. Verify creative specs/limits, audience signals present and distinct,48Final URLs live. Hand the JSON to `pusher` (Demand Gen is mostly API-or-UI — guided build in Mode A).4950## To build / refine later51- [ ] Brand-lift / awareness objective configuration.
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