Demand Gen Mastery: Boost Traffic with AI & Visual Ads in Google Ads
Amidst the swiftly evolving digital scenery nowadays, seizing the interest of consumers presents a greater challenge than ever. A recent Google study reveals that 62% of European consumers (67% globally) find it increasingly difficult to make purchasing decisions due to information overload. With rising competition and shifting consumer behaviors—such as the trend toward online shopping and price sensitivity, as seen in IKEA Greece’s market—brands must rethink their advertising strategies. Demand Generation (Demand Gen) campaigns in Google Ads have emerged as a powerful solution, combining AI-driven targeting with compelling visual storytelling to engage audiences at every stage of their journey.
Take IKEA Greece, for example. Facing declining foot traffic due to economic pressures and local competition, the brand revamped its Google Advertising strategy by leveraging broad match keywords and dynamic creatives. The result? A 7X revenue increase and a 62% YoY surge in website traffic. Similarly, AI-powered creative tools, like those used by Coupang and 37 Mobile Games, have revolutionized ad production, reducing costs while boosting engagement.
This article explores how Demand Gen campaigns, powered by visual storytelling and AI, can drive traffic, enhance brand visibility, and deliver measurable ROI.
I. Understanding Audience Behavior and Trends
To create effective Demand Gen campaigns in Google Ads, one must first have a profound comprehension of what the audience intends. IKEA Greece’s team, in partnership with Kinesso, analyzed Google Trends and Keyword Planner data to uncover a critical insight: Greek consumers were increasingly searching for furniture on a room-by-room basis (e.g., “living room storage” or “bathroom furniture”). This shift reflected broader economic trends, as buyers prioritized convenience and affordability over brand loyalty.
Similarly, Woofz, a dog-training app, tapped into niche search queries like “how to train a puppy to pee outside” to engage pet owners. By aligning Google Ads with real-time search behavior, brands can ensure relevance while addressing latent needs. Tools like Google’s autocomplete predictions and custom segments further refine targeting, allowing advertisers to reach users based on specific interests or even competitor keywords.
Continuous audience analysis is non-negotiable. Whether adapting to economic downturns or emerging niches, data-driven insights lay the foundation for impactful campaigns.
II. Strategic Keyword and Targeting Approaches
Once audience intent is mapped, the next step is deploying smart keyword strategies in Google Advertising. IKEA Greece’s use of broad match keywords—like “living room storage furniture”—enabled the brand to capture related searches (e.g., “TV stands” or “coffee tables”) without manual keyword expansion. This approach not only saved time but also improved reach efficiency.
However, broad match alone isn’t enough. Custom segments in Demand Gen campaigns allowed IKEA to target users who had previously engaged with similar products. For example, sofa shoppers saw ads featuring complementary items like rugs or side tables, creating a cohesive “dream home” narrative. At the same time, Woofz employed surveys to divide its audiences. Dog owners who were looking for "positive reinforcement methods" were provided with customized content, which led to a 70% increase in retention.
Competitor keywords also played a role. Though initial tests underperformed, refining ad creatives and combining them with visual storytelling (e.g., video tours of furnished rooms) helped IKEA convert competitive researchers into buyers.
III. Visual Storytelling for Demand Generation
Static ads are no longer enough. Consumers crave immersive experiences, and video ads led IKEA Greece’s Demand Gen success. By showcasing products in real-life settings—like a living room transformation—the brand inspired users while subtly highlighting functionality.
AI has further elevated creative production. Coupang used Google’s OCR and Gemini AI to localize Korean product images for Taiwanese shoppers, improving ROAS. Similarly, 37 Mobile Games slashed creative production time by 40% using generative AI for ad copy, achieving a 64% higher CTR.
When it comes to visual storytelling in Google Ads, several key points stand out. Dynamic formats, such as carousel ads and interactive videos, have proven to be more effective than static images. Emotional resonance also plays a crucial role; for example, Woofz’s “Don’t Punish Your Dog” campaign successfully built trust by resonating with pet owners’ values. Additionally, AI-generated creatives offer a way to achieve scalability while maintaining quality, making them a valuable asset in visual storytelling.
IV. Leveraging AI and Automation
AI isn’t just a buzzword—it’s a game-changer. IKEA’s automated bidding and real-time creative optimization in Google Advertising maximized budget efficiency. Meanwhile, 37 Mobile Games used GenAI for ad copy variations, reducing CPI by 10%.
Google’s Demand Gen AI tools offer multiple capabilities that enhance marketing efforts. They allow for predictive audience targeting, which helps in pinpointing users with high intent to engage or make a purchase. Automated asset generation is another key feature, enabling the scalable creation of personalized ads, as demonstrated by Coupang’s use of translated product images. Additionally, these tools facilitate performance tracking, enabling marketers to adjust campaigns in real - time for optimal results.
Brands that adopt AI acquire a competitive advantage, including quicker iterations, reduced costs, and highly relevant messaging.
Topkee provides specialized services to amplify AI-driven marketing efforts. Our TTO initialization tools enable seamless management of multiple advertising accounts, ensuring precise budget allocation and conversion tracking. Coupled with TM settings, which offer advanced customer tracking beyond traditional UTM parameters, brands gain granular insights into campaign performance. Furthermore, our AI-powered creative production service combines market trends with cutting-edge technology to generate high-impact ad variations, reducing production time while maintaining quality.
V. Measuring and Optimizing Campaign Performance
Data is the backbone of Demand Gen. IKEA Greece kept tabs on ROAS, CPC, and where its traffic was coming from in order to single out the top - performing tactics. BCG’s 24-month marketing effectiveness roadmap emphasizes:
Cross-channel KPIs: Aligning metrics with business goals.
Incrementality testing: Comparing exposed vs. unexposed audiences (e.g., geo-based experiments).
AI-driven insights: Using tools like Google Meridian to optimize spend.
For Woofz, survey-driven attribution revealed that users engaging with educational content had 95% higher conversion rates. Continuous optimization—whether through seasonal promotions or creative refreshes—keeps campaigns agile.
This finding underscores the importance of aligning content with user intent—a principle that Topkee’s TTO attribution tools amplify by tracking granular user behaviors and assigning value to each touchpoint. Topkee’s advertising report analysis further enhances this process by delivering actionable insights—from budget allocation recommendations to keyword performance breakdowns—ensuring every dollar spent maximizes ROI.
VI. Case Study Integration
The success of demand generation Google Ads campaigns hinges on the strategic integration of data-driven insights, creative execution, and scalable automation. Leading brands like IKEA Greece, Woofz, Coupang, and 37 Mobile Games exemplify how these elements converge to deliver measurable results.
A dual emphasis on broad match keywords and video ads propelled IKEA Greece to achieve 7X revenue growth. By leveraging Google’s AI-powered targeting, the brand captured high-intent searches like “living room storage” while dynamically serving video creatives that showcased products in real-life settings. This approach not only addressed local consumer preferences for affordability and convenience but also streamlined campaign management through automated bidding and creative optimization.
The fact that Woofz doubled its active user base highlights the effectiveness of emotional storytelling and audience segmentation. The dog-training app identified niche queries like “how to train a puppy” through keyword research, then deployed survey-driven ads to segment users by training needs. Personalized creatives, such as the “Don’t Punish Your Dog” campaign, resonated deeply by aligning with pet owners’ values. Looking ahead, Woofz plans to expand into the cat-care market—a move informed by demand insights uncovered through continuous testing.
For Coupang and 37 Mobile Games, AI-driven creative scaling in Google Ads was the linchpin of success. Coupang used Google’s OCR and Gemini AI to localize product images for Taiwanese shoppers, boosting ROAS through culturally relevant visuals. Meanwhile, 37 Mobile Games reduced creative production time by 40% by employing generative AI for ad copy variations, achieving a 64% higher CTR. These cases highlight how AI tools like automated asset generation and predictive audience targeting can elevate efficiency without compromising quality.
Conclusion
Demand Gen campaigns in Google Ads thrive when data, creativity, and AI converge. From IKEA’s visual storytelling to Woofz’s niche engagement, the brands winning today are those that speak to consumers’ needs—both practical and emotional. Ready to transform your Google Ads strategy? Partner with experts to harness the full power of Demand Gen.
