Set up a Demand Gen campaign with AI

Where to run this

Your approved ChatGPT, Claude or Gemini workspace, files uploaded first.

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• ☐Approved campaign brief and media plan
• ☐Primary KPI and primary conversion
• ☐Budget, markets, languages
• ☐Landing pages, products or services
• ☐Merchant Center feed (if applicable)
• ☐Approved claims, promotions and brand restrictions
• ☐Audience strategy
• ☐Existing campaign export and performance evidence, if reusing or cloning a campaign
• ☐Local-market requirements, if cloning into a new market

Steps

1. 01

   Create, audit, or adapt the Demand Gen blueprint, pick the one that matches your situation

   Do this

   Three real starting points, not three checkpoints, they all produce the one blueprint used in Steps 2-6. New client, new market, new product, or no suitable historical campaign: build fresh. An existing campaign with credible performance history whose structure is still relevant: audit it, don't redesign a winner without evidence. A proven campaign that needs to launch in a new market or language: clone and adapt it, preserving what worked. Before choosing, check whether Google Ads' own native AI tool can pre-fill a new Demand Gen campaign directly from an existing PMax campaign in your account (it can pull budget, bidding and audience settings automatically), that may cover part of this step before you need a blueprint prompt at all.

2. 1a

   New campaign: generate a blueprint from scratch

   You are designing a complete Google Ads Demand Gen campaign. Using only the approved materials provided, generate: a campaign blueprint, recommended campaign structure, recommended ad group structure (for each: name, purpose, recommended audience, lookalike strategy, retargeting strategy, creative theme, landing page), audience strategy (customer lists, website visitors, existing converters, high-value customer lists, lookalike recommendations, custom segments, interests, exclusions), creative strategy per ad group (video, image, carousel requirements, product feed usage, messaging framework, CTA recommendations), and channel strategy across YouTube, YouTube Shorts, Discover, Gmail and Display Network. Use only information supplied. Do not invent products, audiences, offers, claims, promotions or budgets. Finish with READY TO BUILD or NOT READY.

3. 1b

   Existing winning campaign: audit it, don't just redesign it

   Review the attached Demand Gen campaign and the supplied performance evidence. First identify what appears to be working, what should remain unchanged, and what is not supported by sufficient evidence. Then identify scaling opportunities, audience expansion opportunities, lookalike opportunities, creative coverage gaps, channel gaps, feed opportunities, and testing opportunities. Use only: KEEP, TEST, EXPAND, REMOVE, HUMAN REVIEW, NOT EVIDENCED. Do not redesign successful structures without evidence. Do not recommend changes purely based on best practice. Do not assume high delivery means strong performance. Do not assume causation from correlation. Do not invent performance results, audience sizes or expected uplift. Do not approve the campaign. Finish with STRUCTURE CAN BE REUSED or STRUCTURE REQUIRES REVISION.

4. 1c

   Cloning into a new market: adapt, don't rebuild

   Use the attached high-performing Demand Gen campaign as the source blueprint. Preserve campaign structure, ad group strategy, audience framework, creative framework and measurement framework. Review whether changes are required for market, language, product differences, audience availability, lookalike source availability, retargeting pool availability, regulatory restrictions, cultural considerations, landing pages, creative availability, product feed availability, and conversion tracking. Classify every recommendation as: KEEP, LOCALISE, REMOVE, ADD, HUMAN REVIEW, NOT EVIDENCED. Do not redesign the campaign unless the supplied local-market evidence requires it. Do not invent local regulations or cultural insights. Do not invent audiences, products, offers, claims, promotions or budgets. Do not assume a winning structure will perform identically in another market. Do not approve the campaign. Finish with READY TO CREATE LOCAL BLUEPRINT or LOCAL EVIDENCE REQUIRED.

5. 02

   Build campaign settings

   Review my proposed Demand Gen campaign settings against the attached blueprint. Review: campaign objective, campaign name, conversion goals, budget, bids, locations, languages, channels, feed attachment, dates, and exclusions. Use only: MATCH, MISMATCH, MISSING, NOT EVIDENCED. Do not infer missing settings. Do not approve setup. Finish with BLOCKERS, REQUIRED CHANGES, READY FOR AD GROUP BUILD, or RETURN TO TRADER.

   Do this

   Open: Google Ads → New Campaign → Demand Gen. Configure using the blueprint: name, objective, conversion goals, budget, bidding, locations, languages, channels, dates, feed, campaign-level exclusions. Capture screenshots for anything that won't export cleanly.

6. 03

   Build ad groups and audiences

   Review this Demand Gen ad group and audience structure against the attached blueprint. Review: ad group naming and purpose, audience assignment, customer list usage, website visitor segments, existing converter audiences, high-value customer audiences, lookalike implementation, retargeting implementation, custom segments, interest-based audiences, audience exclusions, audience overlap, duplication across ad groups, landing page assignment, and creative theme assignment. Use only: MATCH, MISMATCH, MISSING, CONFLICT. Do not infer missing information. Do not invent audience sizes. Do not assume audience intent. Do not approve setup. Finish with BLOCKERS, DUPLICATIONS, CONFLICTS, READY FOR CREATIVE BUILD, or RETURN TO TRADER.

   Do this

   Create the exact ad groups from the blueprint, nothing extra unless the blueprint is updated first. For each: create the ad group, assign the approved audience, lookalike segment, retargeting pool and custom segment where applicable, apply exclusions, confirm landing page and creative theme.

7. 04

   Build creative assets

   Review these Demand Gen assets against the approved creative guidelines, audience strategy, ad group purpose and landing pages. Check: creative theme consistency, headline and description relevance, video and image relevance, landscape/square/portrait image coverage, carousel suitability and card sequence, logo and business name usage, CTA suitability, audience relevance, unsupported claims/offers/promotions, duplicate assets, missing assets, product relevance, feed alignment, landing page relevance, channel suitability, and final URL alignment. Use only: PASS, EDIT, REMOVE, HUMAN REVIEW, NOT EVIDENCED. Do not invent offers, claims or promotions. Do not assume policy approval. Do not approve the campaign.

   Do this

   Demand Gen can use video, image, carousel and product-led ad formats. Open each ad group and build the formats defined in the blueprint using approved creative materials only, keeping the combination coherent across the channels it can appear on (YouTube, YouTube Shorts, Discover, Gmail, Display).

8. 05

   Reconcile the build against the blueprint

   Compare the approved Demand Gen Blueprint with the completed campaign build. For every setting, provide: SETTING, APPROVED VALUE, ACTUAL VALUE, STATUS, EVIDENCE, REQUIRED ACTION. Cover campaign identity and objective, conversion goals, budget and bidding, locations, languages, channels, dates, ad groups and their purposes, every audience type (customer lists, website visitors, converters, high-value customers, lookalikes, retargeting, custom segments, interest-based, exclusions), Merchant Center feed and product segmentation, every asset type, headlines, descriptions, CTAs, final URLs and landing pages. Use only: MATCH, MISMATCH, MISSING, NOT EVIDENCED, NOT APPLICABLE. Do not infer missing settings. Do not modify the campaign. Do not approve launch. Finish with BLOCKERS, ITEMS REQUIRING REVIEW, and an overall status of READY FOR LAUNCH CHECK or RETURN TO TRADER.

   Do this

   Capture every setting, audience list, creative asset and feed setting from the completed build. Use screenshots where something doesn't export cleanly.

9. 06

   Final launch readiness review

   Review the final Demand Gen campaign evidence pack. Verify: approved objective, conversion goal, budget, bidding strategy, locations, languages, channels, dates, ad group completeness, every audience type's implementation, feed status and diagnostics, approved assets across every format and orientation, headline/description/CTA coverage, final URL and landing page validity, measurement implementation and conversion test evidence, policy status, disapproved assets, and unresolved blockers. Use only: PASS, BLOCKER, HIGH RISK, NOT EVIDENCED, CONDITION ACCEPTED. Missing evidence is not a pass. Do not infer approval. Do not approve launch. Do not recommend optimisation actions. Finish with Launch Blockers, Accepted Conditions, Evidence Gaps, Items Requiring Review, and an overall status of READY FOR LAUNCH or NOT READY.

   Do this

   Gather final settings, all audience and creative evidence, feed diagnostics, policy status, landing page validation, and conversion tracking/test evidence. Have a second person check the campaign before it goes live.