Google Ads Demand Gen Strategy by Thomas Eccel - Optimization by Billing Mode
The smartest PPC experts ๐๐จ๐งโ๐ญ ๐ฃ๐ฎ๐ฌ๐ญ ๐จ๐ฉ๐ญ๐ข๐ฆ๐ข๐ณ๐ ๐๐๐ฌ by data ๐ญ๐ก๐๐ฒ ๐จ๐ฉ๐ญ๐ข๐ฆ๐ข๐ณ๐ also for ๐๐ข๐ฅ๐ฅ๐ข๐ง๐ ๐ฆ๐จ๐๐๐ฅ๐ฌ ๐ก Here we go:
I present ๐ฆ๐ฒ ๐ฌ๐ญ๐ซ๐๐ญ๐๐ ๐ฒ that will change how you run Google Ads Demand Gen campaigns.
Google Ads Demand Gen runs on a mixed billing model:
CPC channels (like Discover Image & Gmail Display) โ you pay for clicks.
CPM surfaces (like YouTube Video, Discover Video & Video Partners) โ you pay for impressions.
That means...
โก๏ธ CPC = Youโre buying engagement.
โก๏ธ CPM = Youโre buying attention.
If you know which channel youโll run from the start or want to go for, you can adjust your creative and ads to that billing model and instantly gain a competitive edge.
If you know which channel youโll run from the start or want to go for, you can adjust your creative and ads to that billing model and instantly gain a competitive edge.
Optimize for CPC (buying engagement)
Goal: Attract qualified users only.
โ
Pre-qualify in Ads:
Show price upfront โ โ$299โ
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No-Bait Headlines:
Keep it to one benefit + one qualifier.
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Image Strategy:
Use clean 1:1 or 4:5 crops with your logo & small price badge.
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Filter out wrong clicks:
Add filters โCredit card required,โ โBusiness email only,โ โ10-min signup.โ
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Optimize for CPM (buying attention)
Goal: Make every 1,000 impressions work harder.
Win quality auctions:
Hook in the first 2s (pattern break + outcome).
Show proof in 3โ6s (demo, rating, press logo).
Use captions: 80% of views are muted.
โ
Tighten impressions:
Build custom keyword + URL audiences (competitor card pages, deep urls).
Stick to Limited Inventory for brand safety.
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Avoid fatigue:
Cap frequency: 4โ6x (prospecting), 7โ9x (BOF).
Rotate 20โ30% of creatives weekly.
Watch view rate: if it drops 20%, refresh hooks or colorways.
๐ซ Dont:
Run only one video (โ CPM).
Broaden inventory too soon. First broaden audiences.
Ignore fatigue: high freq + low view rate = silent budget prob.
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Get my Demand Gen Playbook for more optimization ideas.ย
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Strategy Copyright: Thomas Eccel
