Google Demand Gen Replaces Discovery Ads (2023)
Discovery campaigns migrated to Demand Gen (YouTube, Discover, Gmail).
DateLate 2023 – early 2024
PlatformGoogle Ads
TypeCampaign type
Who it affectsAdvertisers using Discovery
What happened
Google replaced Discovery campaigns with Demand Gen, a campaign type for visual ads across YouTube (including Shorts), Discover and Gmail, with lookalike segments and more creative options.
Who it affected
Advertisers using Discovery.
What it means for marketers today
Demand Gen suits awareness and consideration. Judge it on assisted conversions and new customer growth as well as last-click results.
Related
See the full Google Ads History: Every Major Change (2000–2025)