Demand Gen (short for demand generation) campaigns are designed for the upper and middle funnel, where you're building interest rather than capturing people already searching. They use image and video creative across Google's most visual, engaging surfaces.
Demand Gen is Google's answer to social-style discovery advertising, and it pairs well with Search: it creates the demand that Search later captures, and it feeds remarketing audiences.
Example
A brand runs short video and image ads in the YouTube feed and Gmail promotions tab to introduce its product to in-market audiences who aren't searching yet.
How Sloss Digital uses it
We use Demand Gen to build awareness and fill the top of the funnel, then capture that demand with Search and convert it with strong landing pages.