When it comes to Demand Gen, it seems like the only format people talk about is YouTube video ads.

Honestly, that’s fair.

It’s the most consistent format inside Demand Gen.

And it usually gives you the highest ceiling for scale.

The thing is:

If all you run is YouTube video ads…

You’ll be missing out on other formats that can drive meaningful revenue for your brand.

One that’s been working really well for our clients recently is image ads.

I go through hundreds of campaigns weekly.

And every time I look, I see more of these crush it in our accounts.

A lot of them are pulling over 2X ROAS on cold traffic.

One client generated $152K using this format at a 2.45X ROAS.

Another made $50K at a 2.2X ROAS within 1.5 months of launching it.

Now, for those unfamiliar…

Image ads on Demand Gen show up in these places:

I know a lot of brands write these off as junk placements and exclude them by default.

But oftentimes, the real issue is the ads, not the placements.

What’s been working well for us is getting very intentional with the angle behind each ad.

There are 2 angles that consistently perform here:

The first is the informational angle.

This is where you focus on a problem or a clear desired outcome your audience cares about.

An ad headline in this category might look like:

“Doctors Explain The Hidden Reason Why Most Knee Pain Treatments Don't Work”

Traffic gets sent to an advertorial page that educates people around the problem and subtly introduces the products as the solution.

The second angle is the comparison angle.

This is where you take multiple products in your category and rank them.

An ad here might use a headline like:

“Physical Therapists are Calling These 6 Massagers a Game-changer for Mobility After 40”

Traffic here goes to a blog-style comparison page that breaks down each item.

When it comes to the images, they need to add more curiosity to these angles.

I’ll drop a few samples here so you can see what I mean:

I always suggest my clients to test strategies like this so they can tap into more audience segments on Google and unlock more revenue.

Of course, this isn’t a replacement for core campaigns.

But it can be a great way to bring in cold traffic and get new customers.

Jackson

Founder and CEO of Echelonn.

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