{"id":11187,"date":"2025-03-26T09:53:44","date_gmt":"2025-03-26T09:53:44","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=11187"},"modified":"2025-03-26T09:53:46","modified_gmt":"2025-03-26T09:53:46","slug":"the-great-reshuffle-demand-gen-vs-display-campaigns","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/the-great-reshuffle-demand-gen-vs-display-campaigns\/","title":{"rendered":"The great reshuffle: Demand Gen absorbing Display campaigns"},"content":{"rendered":"\n<p>If you feel like Google Ads is in a bit of an identity crisis, that&#8217;s because it is. First, Performance Max swallowed Smart Shopping and Local campaigns. Now, Demand Gen is taking over Display campaigns. Soon, rumors of Search Max suggest another major shift is on the horizon. Google Ads as we knew it? It&#8217;s disappearing\u2014one piece at a time. So, what does this mean for your campaigns? Let\u2019s have a look.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/the-great-reshuffle-demand-gen-vs-display-campaigns\/#performance-max-isnt-full-funnel\" >Performance Max isn\u2019t full-funnel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/the-great-reshuffle-demand-gen-vs-display-campaigns\/#%f0%9f%94%a5-demand-gen-is-absorbing-display-campaigns\" >\ud83d\udd25&nbsp;Demand Gen is absorbing Display campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/the-great-reshuffle-demand-gen-vs-display-campaigns\/#%f0%9f%8f%81-search-max%e2%80%94a-dsa-challenger\" >\ud83c\udfc1&nbsp;Search Max\u2014A DSA challenger?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/the-great-reshuffle-demand-gen-vs-display-campaigns\/#%f0%9f%98%b5%e2%80%8d%f0%9f%92%ab-google-ads-the-ever-changing-maze\" >\ud83d\ude35\u200d\ud83d\udcab Google Ads: The ever-changing maze<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/the-great-reshuffle-demand-gen-vs-display-campaigns\/#%f0%9f%96%8c%ef%b8%8f-get-the-full-picture%e2%80%94or-get-left-behind\" >\ud83d\udd8c\ufe0f Get the full picture\u2014or get left behind!<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-performance-max-isn-t-full-funnel\"><span class=\"ez-toc-section\" id=\"performance-max-isnt-full-funnel\"><\/span><strong>Performance Max isn\u2019t full-funnel<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Very soon after its initially roll-out, we realized&nbsp;<strong>PMax isn\u2019t the full-funnel solution&nbsp;<\/strong><strong>Google promised<\/strong>. It has&nbsp;<strong>some<\/strong>&nbsp;Display inventory, sure, but it doesn\u2019t behave like a proper prospecting tool.<br><br>Even Google now admits it\u2019s&nbsp;<strong>bottom-funnel<\/strong>, meaning Performance Max focuses on conversions and remarketing\u2014<strong>not true upper-funnel brand awareness.<\/strong><br><br>This distinction matters. If you\u2019ve been using PMax as a full-funnel solution,&nbsp;<strong>you might be misallocating budget<\/strong>. Why? Because PMax:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Prioritizes users already in-market\u00a0<\/strong>\u2013 It works great for retargeting and last-click conversion pushes.<\/li>\n\n\n\n<li><strong>Doesn\u2019t effectively build new audiences<\/strong>\u00a0\u2013 Its Display inventory is limited in scope and not designed for true demand generation.<\/li>\n\n\n\n<li><strong>Doubles down on efficiency, not exploration<\/strong>\u00a0\u2013 It struggles with discovery and audience expansion.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udea8 If your goal is new customer acquisition, relying on PMax alone&nbsp;<strong>won\u2019t cut it.<\/strong><br>&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-nbsp-demand-gen-is-absorbing-display-campaigns\"><span class=\"ez-toc-section\" id=\"%f0%9f%94%a5-demand-gen-is-absorbing-display-campaigns\"><\/span>\ud83d\udd25&nbsp;<strong>Demand Gen is absorbing Display campaigns<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>First, PMax ate Smart Shopping. Now,\u00a0<a href=\"https:\/\/www.msn.com\/en-in\/technology\/tech-companies\/google-adds-new-controls-and-features-to-demand-gen-ad-campaigns\/ar-AA1y8uzA#\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Demand Gen is taking over traditional Display campaigns<\/strong><\/a>, meaning the days of running a simple, manually controlled Display campaign are coming to an end.<br><br>Here\u2019s where things get tricky: if you optimize Demand Gen for conversions, it starts\u00a0<strong>behaving like PMax<\/strong>. Instead of acting as a mid-funnel, engagement-based tool, it\u00a0<strong>shifts into bottom-funnel territory<\/strong>, competing directly with PMax for bids.<br><br>That means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>You could be bidding against yourself\u00a0<\/strong>\u2013 Without guardrails, PMax and Demand Gen might target the same high-intent users, inflating your CPCs.<\/li>\n\n\n\n<li><strong>Demand Gen isn&#8217;t always mid-funnel\u00a0<\/strong>\u2013 Optimize it for conversions, and it becomes a direct competitor to PMax.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udea8 Fact of the matter is that If you use both PMax and Demand Gen,&nbsp;<strong>you better be strategic.&nbsp;<\/strong>Align your goals carefully so they don\u2019t overlap in bidding wars.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-nbsp-search-max-a-dsa-challenger\"><span class=\"ez-toc-section\" id=\"%f0%9f%8f%81-search-max%e2%80%94a-dsa-challenger\"><\/span>\ud83c\udfc1&nbsp;<strong>Search Max\u2014A DSA challenger?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Search Max isn\u2019t here&nbsp;<em>yet<\/em>, but early rumors suggest it could&nbsp;<strong>disrupt traditional keyword targeting<\/strong>.<br><br>From what we\u2019ve seen so far, it looks like an&nbsp;<strong>AI-powered evolution of Dynamic Search Ads (DSAs)<\/strong>\u2014which could mean less manual control over match types and keyword targeting.<br><br>This fits into Google\u2019s broader strategy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u200b\u200b\u200b\u200b<strong>More automation, fewer manual controls<\/strong>\u00a0\u2013 We saw this shift with PMax replacing Smart Shopping and Demand Gen phasing out Display.<\/li>\n\n\n\n<li><strong>DSA-style expansion<\/strong>\u00a0\u2013 Search Max may dynamically generate ads and match queries, reducing direct control over keyword targeting.<\/li>\n\n\n\n<li><strong>Advertisers may need new strategies\u00a0<\/strong>\u2013 If Search Max alters match types, search campaigns could change significantly.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udea8 If this plays out the way Google has been moving, advertisers who rely on manual search structures may soon find themselves&nbsp;<strong>with even fewer levers to pull.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-google-ads-the-ever-changing-maze\"><span class=\"ez-toc-section\" id=\"%f0%9f%98%b5%e2%80%8d%f0%9f%92%ab-google-ads-the-ever-changing-maze\"><\/span><strong>\ud83d\ude35\u200d\ud83d\udcab Google Ads: The ever-changing maze<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Google Ads isn\u2019t just being rebuilt\u2014it\u2019s turning into a&nbsp;<strong>maze of automation<\/strong>, where familiar exits keep closing, and new paths open up&nbsp;<strong>without warning.<\/strong><br><br><strong>And it\u2019s not just Google!&nbsp;<\/strong>Every major ad platform is restructuring itself around AI-first automation, from&nbsp;<strong>Meta\u2019s Advantage+<\/strong>&nbsp;to&nbsp;<strong>Amazon\u2019s expanding ad network.<\/strong><br><br><strong>The message is clear:&nbsp;<\/strong>manual control is fading, and&nbsp;automation is the new game.<br><br>So, what\u2019s your move? Try to fight it?&nbsp;<strong>Or figure out how to navigate it?<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-get-the-full-picture-or-get-left-behind\"><span class=\"ez-toc-section\" id=\"%f0%9f%96%8c%ef%b8%8f-get-the-full-picture%e2%80%94or-get-left-behind\"><\/span><br><strong>\ud83d\udd8c\ufe0f Get the full picture\u2014or get left behind!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Feels pretty&nbsp;<strong>overwhelming<\/strong>, doesn&#8217;t it?<br><br>The pace of change in Google Ads has never been this fast\u2014or this disruptive.<br><br>That\u2019s why&nbsp;<strong>our very own Mike Ryan&nbsp;<\/strong>is working hard on his extensive&nbsp;<strong>State of PMax 2025 report,&nbsp;<\/strong>which is dropping on&nbsp;<strong>April 2nd<\/strong>!<br><br>You better not miss it, cause&nbsp;<strong>it&#8217;s going to be huge!&nbsp;<\/strong>Mike is going to cover:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>How Performance Max has evolved<\/strong>\u2014and what that means for transparency, control, and automation<\/li>\n\n\n\n<li><strong>How to actually steer PMax<\/strong>\u2014leveraging better data inputs, audience signals, and business intelligence<\/li>\n\n\n\n<li><strong>How to prevent PMax from cannibalizing your other campaigns<\/strong>\u2014and ensure it plays well with other campaign types<\/li>\n\n\n\n<li><strong>Where PMax is headed next<\/strong>\u2014and how to future-proof your strategy before the next Google Ads shake-up<\/li>\n<\/ul>\n\n\n\n<p>Stay tuned to our <a href=\"https:\/\/smarter-ecommerce.com\/en\/newsletter\/\">Newsletter<\/a> to be among the first to get The State of PMax 2025 report when it is released.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you feel like Google Ads is in a bit of an identity crisis, that&#8217;s because it is. First, Performance Max swallowed Smart Shopping and Local campaigns. Now, Demand Gen is taking over Display campaigns. Soon, rumors of Search Max suggest another major shift is on the horizon. Google Ads &#8230;<\/p>\n","protected":false},"author":91,"featured_media":11190,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[704],"class_list":["post-11187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","tag-microblog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The great reshuffle: Demand Gen absorbing Display campaigns<\/title>\n<meta name=\"description\" content=\"Google Ads is changing\u2014again. 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Learn how PMax, Demand Gen, and potentially Search Max are rewriting the Google Ads playbook\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/the-great-reshuffle-demand-gen-vs-display-campaigns\/\" \/>\n<meta property=\"og:site_name\" content=\"smec Blog | Follow current Ecommerce News, Trends &amp; Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmarterEcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-26T09:53:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-26T09:53:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/03\/google-shuffle-illustration.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"540\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Manuel Baudisch\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@smec\" \/>\n<meta name=\"twitter:site\" content=\"@smec\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Manuel Baudisch\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/the-great-reshuffle-demand-gen-vs-display-campaigns\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/the-great-reshuffle-demand-gen-vs-display-campaigns\\\/\"},\"author\":{\"name\":\"Manuel Baudisch\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/38eb8d206c5edd0853ed71b5dc268d43\"},\"headline\":\"The great reshuffle: Demand Gen absorbing Display campaigns\",\"datePublished\":\"2025-03-26T09:53:44+00:00\",\"dateModified\":\"2025-03-26T09:53:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/the-great-reshuffle-demand-gen-vs-display-campaigns\\\/\"},\"wordCount\":780,\"publisher\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/the-great-reshuffle-demand-gen-vs-display-campaigns\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/google-shuffle-illustration.jpeg\",\"keywords\":[\"microblog\"],\"articleSection\":[\"Google Ads\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/the-great-reshuffle-demand-gen-vs-display-campaigns\\\/\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/the-great-reshuffle-demand-gen-vs-display-campaigns\\\/\",\"name\":\"The great reshuffle: Demand Gen absorbing Display campaigns\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/the-great-reshuffle-demand-gen-vs-display-campaigns\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/the-great-reshuffle-demand-gen-vs-display-campaigns\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/google-shuffle-illustration.jpeg\",\"datePublished\":\"2025-03-26T09:53:44+00:00\",\"dateModified\":\"2025-03-26T09:53:46+00:00\",\"description\":\"Google Ads is changing\u2014again. 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He\u2019s a master at demystifying Google Ads automation, optimizing Performance Max (PMax), and making AI work for, not against, advertisers. Whether tackling ROAS addiction, PMax black-box frustrations, or AI-driven campaign strategies, he delivers practical, no-nonsense insights that help ecommerce brands thrive in an era of rising ad costs and limited transparency. [linebreak] Through \\\"Conversion Corner,\\\" he brings weekly deep dives into ecommerce trends, Google Ads tactics, and cutting-edge digital marketing strategies\u2014helping retailers stay ahead of the curve. And if you prefer your insights with a side of entertainment, you\u2019ll find him as the main star of \\\"ROASted,\\\" where he breaks down PPC mistakes, roasts bad ad setups, and calls out what\u2019s working (and what\u2019s not) in digital advertising. [linebreak] Manuel is more than just a content creator\u2014he\u2019s a trusted expert in PPC, AI-driven ad strategies, and cross-channel optimization. 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