Are you running Google Ads campaigns but struggling with increasingly high CPCs? In this episode of the Google Ads Strategy Hub Podcast, host Sarah Stemen provides a strategic roadmap for DIY advertisers whose budgets can’t keep up with premium search campaigns. Learn why pivoting to Google Demand Gen campaigns can be the affordable, accessible path to building brand awareness and consideration without sacrificing performance. This is the essential Google Ads strategy for maximizing your budget in 2025.
The Affordability Crisis in Google Ads
It’s painful to watch CPCs rise, making it tough for small and medium-sized businesses to compete in the highly expensive, non-brand search market. While a content-first SEO approach is a valid long-term digital marketing strategy, we understand the desire to use paid advertising to accelerate growth. If you are determined to pay for ads but can't afford the 'Madison Square Avenue' pricing of traditional Search Campaigns, you need a different strategy.
Why Demand Gen is the New Budget-Friendly Google Ads Strategy
Search campaigns are often the most expensive because they capture high intent at the very top of the funnel. If you have a limited budget, Sarah recommends avoiding generic search campaigns and shifting your focus to the emerging power of Demand Generation.
A Demand Gen campaign is essentially Google's answer to social media advertising and an AI successor to Discovery and Display campaigns. Critically, these ads appear in Google’s most immersive experiences, like the YouTube mobile feed, giving them significantly more attention than traditional sidebar display ads. This placement makes them highly effective for building brand awareness and consideration at a fraction of the cost.
Key Takeaways for Running Google Ads on a Budget:
Mindset Shift: Understand that Demand Gen campaigns focus on the awareness and consideration stages, not immediate, high-volume conversion. Set your expectations accordingly.
Audience Segmentation is Critical: Success hinges on deep audience strategy. Move beyond broad segments like "parents" or "in-market for baby goods." Cross-reference interests (e.g., "running" + "day trips") to build a highly targeted and effective audience for your PPC campaigns.
Creative is King: Success in Demand Gen is driven by compelling, sales-focused creative. Use strong calls-to-action like "50% off, shop now" during peak buying seasons to drive conversions, proving these campaigns are effective throughout the buyer journey.
Strategic Stacking: Start with Demand Gen for budget efficiency. Layer in a highly affordable branded search campaign next. Only move to Performance Max or expensive non-brand search when your budget can fully support the higher CPCs.
The reward of Demand Gen is that it offers an affordable and accessible way to reach your ideal audience where they are most engaged, making it a powerful component of a modern Google Ads budget strategy.
Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen
For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com