What’s the most scalable campaign type on Google?

There’s a question that I’ve been thinking about a lot recently:

What's the most scalable campaign type in Google?

To find the answer, I looked into some of our clients' fastest-growing accounts.

The samples include:

A brand we scaled from $2k/day to $16k/day within 3 months

A jewelry brand we took from $3.5k/day to $36k/day in 47 days

A brand we grew from $10k/week to $26k/week in 2 months

Plus many more…

Now, there are plenty of different factors behind each brand's success.

But there's one common thread running through the majority of our biggest wins… especially the ones making over 7 figures/month on Google.

That's Demand Gen campaigns.

These are consistently the campaigns where we can start from zero and scale past $100k/month in spend the fastest.

Take this brand for example:

It took us just over 4 months to push their Demand Gen campaigns past $10k/day in spend.

In my opinion, it’s hands down the most scalable campaign type on Google right now.

So what makes it so much more effective at scaling than the others?

3 reasons.

First, Demand Gen's reach is unmatched.

You can target millions of relevant users without hitting the ceiling of search volume.

Unlike Search or Shopping, you’re not limited by how many people search for keywords related to your products.

Instead, your scale depends on how many creatives you can produce and test.

On top of that, we're in a sweet spot right now.

The platform has matured enough to drive real performance, but competition hasn't caught up yet.

It's nowhere near as saturated as Meta or TikTok.

We're seeing strong CPAs in niches where most brands struggle to break even on Meta… like supplements or beauty products.

Second, Demand Gen gives you two channels in one.

You have YouTube Shorts & Display placements where people are scrolling and browsing.

But you also have long-form YouTube videos where users are searching for information and solutions.

This is a huge difference from social platforms where everyone's in full scroll mode.

This dual nature is what makes Demand Gen so powerful.

You can adapt your strategy based on what you're selling.

For example:

With an apparel brand, you can set up your ads to capture people who are browsing for style inspiration and discovering new looks.

Or for a supplement brand selling moringa…

You can reach people searching for "moringa benefits" or "what is moringa."

Third, Demand Gen creates a halo effect on other channels at scale.

If you're running PMax, Search, or Shopping campaigns…

You can literally do nothing to those campaigns and they’ll perform better just by adding YouTube into the mix.

And this effect scales far beyond Google's ecosystem.

We've seen many clients experience a boost in sales on Amazon and Shopify, where the customer's first touchpoint came from YouTube Ads.

All of these point to one thing:

The opportunities for brands that crack Demand Gen are limitless.

But here's the bad news:

For every ONE brand that figures out how to run YouTube Ads effectively and scales them with low CPMs…

Hundreds will never figure it out.

And the reason has little to do with how much budget they have or how good their creatives are.

But it has everything to do with mastering a few key differences that make YouTube different from other platforms.

But that's actually good news for you.

Because understanding these details will instantly put you ahead of most brands.

I recently made a video with Adam Taylor where we break down how we run YouTube Ads for our clients.

Inside, you'll learn all the specific details that make YouTube Ads work.

This is everything you need to scale from $0 to 7 figures with Demand Gen.

Watch it here.

Jackson

CEO & Founder of Echelonn

How we can help:

Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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