Demand Gen campaigns

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Uses discovery-oriented creative to create demand and guide a next action.

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html
<div class="journey"><div class="heading">FROM DISCOVERY TO ACTION</div><div class="steps"><div data-stage="0"><b>01</b><span>WATCH</span></div><div data-stage="1"><b>02</b><span>EXPLORE</span></div><div data-stage="2"><b>03</b><span>VISIT</span></div><div data-stage="3"><b>04</b><span>BUY</span></div></div><div class="stage" id="stage">VIDEO SPARKS INTEREST</div><div class="rail"><i id="progress"></i></div></div>
css
.journey{width:min(90%,540px);font:800 clamp(10px,max(2vmin,1vw),16px)/1.2 sans-serif}.heading{border-bottom:2px solid var(--fg);padding-bottom:6px}.steps{display:grid;grid-template-columns:repeat(4,1fr);gap:clamp(4px,1.3vmin,12px);margin:clamp(14px,4vmin,32px) 0}.steps div{border:2px solid var(--line);background:var(--surface);padding:clamp(5px,1.7vmin,14px);display:grid;gap:clamp(7px,2vmin,16px);transition:.4s}.steps div.on{background:var(--accent);border-color:var(--accent);color:var(--bg);transform:translateY(-6px)}.steps b{font-size:clamp(15px,4vmin,29px)}.stage{color:var(--accent);min-height:1.4em}.rail{height:clamp(5px,1.3vmin,9px);background:var(--line);margin-top:clamp(7px,2vmin,14px)}.rail i{display:block;height:100%;background:var(--accent);transition:width .4s}
js
const captions=['VIDEO SPARKS INTEREST','PRODUCT DETAILS ANSWER','SITE VISIT SHOWS INTENT','PURCHASE COMPLETES PATH'];let step=0;function draw(){const n=step++%4;document.querySelectorAll('[data-stage]').forEach((node,i)=>node.classList.toggle('on',i===n));document.querySelector('#stage').textContent=captions[n];document.querySelector('#progress').style.width=((n+1)*25)+'%'}draw();setInterval(draw,1100);

Demand Gen campaigns use visual discovery placements to build interest rather than waiting only for a search query that already signals intent. They can lead toward site visits and purchases.

The demo runs a fictional journey from video discovery through product exploration and site visit to purchase. Its numbers are illustrative, not platform outcomes.

Last-click reporting can miss the role of discovery. Define the campaign goal and measurement window, then follow the later actions too.

When to use

Use it to build new interest and track later actions, with stage-specific metrics.

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