Demand Gen is becoming a major driver of incremental growth 68% of conversions come from users who hadn’t seen a Search ad in the last 30 days. As we head into 2026, Google highlights five priorities:
1. Use AI-powered targeting and NCA goals to reach new and high-value customers.
2. Expand reach with diverse creatives, including auto-generated video.
3. Drive sales across channels using local offers, checkout links, and Web to App connect.
4. Control performance with channel controls across YouTube, Display, Discover and Gmail.
5. Measure consistently with platform-comparable conversion columns.Demand Gen is clearly moving beyond awareness it’s becoming a full-funnel engine.