The B2B marketing landscape is shifting dramatically as buyer behaviors continue to evolve. Enter Google Demand Gen campaigns – Google’s newest advertising solution specifically designed to generate awareness and interest earlier in the customer journey. These visually-rich, AI-powered campaigns represent a significant leap forward for marketers looking to expand their reach beyond traditional keyword-based advertising and connect with potential customers before they’ve even started searching.

What Are Google Demand Gen Campaigns?

Launched in 2023, Google Demand Gen campaigns combine the best aspects of Discovery and Performance Max campaigns into a single, streamlined advertising solution. They allow advertisers to showcase their products and services across multiple Google properties, including YouTube, Gmail, Discover feed, and partner websites.

Unlike Search campaigns that target users actively searching for specific terms, Demand Gen campaigns reach potential customers earlier in their journey – when they’re browsing content related to your industry but haven’t yet formulated specific search queries. This approach helps you build awareness and consideration before competitive bidding for high-intent keywords begins.

The primary goal of these campaigns isn’t immediate conversion but rather creating interest and demand for your offerings among audiences who might not yet know they need your solution. This makes them particularly valuable for B2B companies with longer sales cycles and complex purchasing decisions.

Key Features of Google Demand Gen Campaigns

• Visual-first format: Leverages images, videos, and carousel ads to create engaging experiences
• Broad reach: Displays across YouTube, Gmail, Discover feed, and partner sites
• AI-powered optimization: Uses machine learning to find and engage potential customers
• Advanced audience targeting: Combines interest, in-market, custom, and lookalike audiences
• Brand safety controls: Ensures ads appear alongside appropriate content
• Integrated measurement: Provides visibility into campaign performance across the customer journey

How Google Demand Gen Campaigns Differ from Traditional PPC

Traditional PPC advertising, particularly search ads, excels at capturing demand that already exists. Someone searches for “enterprise CRM software,” and your ad appears. Google Demand Gen campaigns, however, focus on creating demand before prospects are actively searching.

This fundamental difference leads to several key distinctions:

Intent vs. Interest

Search campaigns target high-intent users actively looking for solutions. Demand Gen campaigns reach users based on interests, behaviors, and demographic signals – even when they’re not explicitly searching for your offering. This broadens your potential audience significantly.

Visual vs. Text-Based

While search ads rely primarily on text, Demand Generation ads are inherently visual, featuring compelling images, videos, and interactive elements. This format allows for more engaging storytelling and brand communication.

Keyword vs. Audience Focus

Traditional PPC revolves around keyword research and optimization. Demand Gen campaigns shift the focus to audience targeting – identifying and reaching potential customers based on who they are rather than just what they’re searching for.

Immediate vs. Nurturing Approach

Search campaigns often aim for direct conversion, while Demand Gen takes a longer-view approach, focusing on introducing your brand to new prospects who may convert later in their journey. The metrics of success differ accordingly.

Feature	Traditional Search PPC	Google Demand Gen Campaigns
Primary focus	Capture existing demand	Create new demand
Targeting method	Keywords	Audiences and interests
Ad format	Primarily text	Visual (images, videos, carousels)
Buyer journey stage	Bottom-funnel (consideration/decision)	Top-funnel (awareness/interest)
Measurement focus	Direct conversions	Engagement, brand lift, assisted conversions

Why B2B Marketers Need Demand Generation Ads

B2B buying has changed dramatically. Research from Gartner shows that B2B buyers spend only 17% of their purchase journey meeting with potential suppliers, and when they do engage with sales reps, they’re already 57% through their decision-making process. This leaves B2B marketers with a critical challenge: how to influence buyers before they reach out.

Google Demand Gen campaigns address this challenge by connecting with potential customers during their early research phase, when they’re consuming content related to their industry challenges but haven’t yet identified specific solutions.

The Changing B2B Buying Journey

Today’s B2B buyers are more self-directed than ever. They research independently, consume content across multiple channels, and often form opinions about potential vendors before making direct contact. Key developments include:

• Larger buying committees (5-10 stakeholders on average)
• More independent research before engaging with sales
• Increased consumption of digital content throughout the journey
• Greater emphasis on educational resources rather than promotional materials

This shift means that capturing attention early and building brand recognition has become crucial. Waiting for prospects to search for your specific solution means missing the opportunity to influence their thinking during formative stages.

Addressing the “Messy Middle”

Google’s research identifies what they call the “messy middle” – the complex space between trigger and purchase where consumers are won and lost. In B2B, this middle gets especially complicated, with multiple decision-makers, competing priorities, and lengthy evaluation processes.

Demand Gen campaigns help navigate this complexity by maintaining visibility throughout the extended consideration phase, keeping your brand top-of-mind as committees evaluate options and build consensus.

Setting Up Your First Google Demand Gen Campaign

Creating effective Google Demand Gen campaigns requires careful planning and execution. Here’s a step-by-step guide to getting started:

1. Define Your Campaign Objectives

Before diving into setup, clearly articulate what you want to achieve with your Demand Gen campaigns. Common B2B objectives include:

• Increasing brand awareness among specific industry segments
• Generating interest in new product categories
• Nurturing prospects through educational content
• Building remarketing audiences for later conversion-focused campaigns
• Supporting ABM initiatives by warming up target accounts

Your objectives will influence every subsequent decision, from audience targeting to creative development and measurement approach.

2. Identify Your Target Audiences

The success of Demand Generation ads hinges on reaching the right audiences. Google offers several targeting options:

• Custom segments: Target users based on their search behavior and websites they’ve visited
• In-market audiences: Reach users actively researching products or services in your category
• Affinity audiences: Target users based on their habits and interests
• Demographic targeting: Focus on specific age groups, genders, household incomes, or parental status
• Customer match: Upload your customer lists to reach existing contacts or create similar audiences

For B2B marketing, consider developing audience segments based on industry, job function, company size, and the specific challenges your solution addresses. Layering these parameters creates highly relevant targeting.

3. Develop Compelling Creative Assets

Unlike text-based search ads, Google Demand Gen campaigns require high-quality visual assets. Prepare:

• Images: Professional, attention-grabbing visuals that communicate your value proposition
• Videos: Short, engaging clips that work without sound (include captions)
• Carousels: Multiple images with individual headlines and descriptions
• Headlines: Clear, benefit-focused copy that sparks interest
• Descriptions: Compelling elaboration that encourages further engagement

Each asset should align with your campaign objectives and speak directly to the needs of your target audience. For B2B, focus on communicating valuable insights rather than promotional messaging. Educational content that addresses industry challenges tends to perform better than overt product pitches.

4. Campaign Setup in Google Ads

Now for the technical implementation:

1. Log into your Google Ads account and click “New Campaign”
2. Select “Demand Gen” as your campaign type
3. Choose your campaign objective (awareness, consideration, or conversions)
4. Set your budget and bidding strategy
5. Define your audience targeting parameters
6. Upload your creative assets (follow Google’s specifications for sizing)
7. Set up conversion tracking if you’re measuring lead actions
8. Review and launch your campaign

During setup, you’ll need to choose between automatic and responsive ad formats. Responsive ads automatically adjust their appearance, size, and format to fit available ad spaces, while you maintain more control with standard formats. For most B2B advertisers, responsive formats provide greater reach and testing opportunities.

5. Implementation Best Practices

To maximize the effectiveness of your Google Demand Gen campaigns:

• Start broad, then refine: Begin with wider targeting and narrow based on performance data
• A/B test creative elements: Test different visuals, headlines, and calls-to-action
• Balance reach and relevance: Cast a wide enough net while maintaining message relevance
• Integrate with other channels: Align messaging with your other marketing initiatives
• Set realistic timelines: Allow sufficient time for the algorithm to optimize (at least 2-3 weeks)

Remember that Demand Gen campaigns require a different mindset than direct-response advertising. Success metrics will focus more on engagement and upper-funnel activity than immediate conversions.

Leveraging AI-Powered Advertising in Demand Gen

AI-powered advertising forms the backbone of Google Demand Gen campaigns, dramatically enhancing their effectiveness through automated optimization. This technology helps you identify and reach the most promising prospects at scale, while continuously improving performance over time.

How AI Transforms Audience Targeting

Traditional audience targeting relied heavily on marketer-defined segments. While still valuable, this approach has limitations in its ability to identify all potential customers. Google’s AI expands your reach by:

• Predictive audience expansion: Finding users similar to your best customers based on behavior patterns
• Intent signals analysis: Identifying users showing early interest indicators related to your offering
• Cross-channel behavior tracking: Connecting dots between activities across Google properties
• Real-time optimization: Adjusting targeting based on who’s responding to your ads

This capability is particularly valuable for B2B marketers, where target audiences are often smaller and more specialized. AI helps uncover prospects who match your ideal customer profile but might not fit perfectly into predefined targeting parameters.

Creative Optimization Through Machine Learning

Beyond audience targeting, AI plays a crucial role in optimizing your creative assets:

• Asset combination testing: Automatically tests different combinations of headlines, descriptions, and visuals
• Performance prediction: Forecasts which creative elements will resonate with specific audience segments
• Display adaptation: Adjusts creative presentation based on placement context
• Personalization: Tailors messaging elements based on user characteristics and behavior

For B2B advertisers, this means you can test a wider variety of messaging approaches without manual intervention, discovering what resonates best with different segments of your target audience.

Balancing AI Automation with Human Strategy

While AI-powered advertising brings powerful capabilities to Google Demand Gen campaigns, the human element remains essential. The most effective approach combines algorithmic efficiency with strategic human oversight:

• AI strengths: Pattern recognition, large-scale testing, real-time optimization, data processing
• Human strengths: Strategic direction, creative concept development, industry insight, ethical oversight

Successful B2B marketers treat AI as a powerful collaborator rather than a replacement for strategic thinking. They provide the system with high-quality inputs (compelling creative concepts, clear objectives, valuable audience signals) and then allow the AI to optimize execution at scale.

Measuring the Impact of Google Demand Gen Campaigns

Assessing the effectiveness of Google Demand Gen campaigns requires a different measurement approach than traditional direct-response advertising. Since these campaigns target earlier stages of the buyer journey, standard conversion metrics only tell part of the story.

Key Performance Indicators for Demand Gen

Effective measurement combines both engagement metrics and downstream impact indicators:

Upper-Funnel Metrics:

• Impression share: Percentage of available impressions your ads received
• Reach and frequency: How many unique users saw your ads and how often
• Engagement rate: Clicks, video views, and other interaction metrics
• View-through rate: Percentage of impressions that result in video views
• Brand lift: Measured through surveys showing awareness and perception changes

Mid-Funnel Indicators:

• Site engagement: Time on site, pages per session, and content consumption
• Return visits: Users coming back to your site after initial exposure
• Micro-conversions: Newsletter signups, content downloads, webinar registrations
• Remarketing audience growth: Expansion of retargetable user pools

Attribution and Influence Metrics:

• Assisted conversions: Conversions where the campaign played a role but wasn’t the last click
• View-through conversions: Users who saw your ad and later converted without clicking
• Path length and time lag: How many touchpoints and how much time elapsed before conversion
• Incremental lift testing: Measuring the true incremental impact through controlled experiments

B2B marketers should pay particular attention to micro-conversions and assisted metrics, as they better reflect the reality of complex, multi-touch purchase journeys.

Attribution Challenges and Solutions

Accurately attributing the impact of Demand Generation ads presents several challenges:

• Extended sales cycles: B2B purchases often take months, making it difficult to connect early touches to final outcomes
• Multiple stakeholders: Different decision-makers may interact with your content at different times
• Cross-device journeys: Users switch between devices throughout their research process
• Online-offline connection: Many B2B conversions involve both digital interactions and personal conversations

To address these challenges:

1. Implement data-driven attribution models that assign appropriate credit across the journey
2. Use Google Analytics 4’s cross-platform tracking to connect user journeys across devices
3. Integrate CRM data to connect online engagement with offline sales activities
4. Conduct incrementality testing to measure the true lift provided by campaigns
5. Look beyond last-click to understand the full contribution of demand gen activities

Creating a Holistic Measurement Framework

Rather than viewing Google Demand Gen campaigns in isolation, develop a comprehensive measurement approach that:

• Tracks the full journey from initial awareness to final conversion
• Recognizes different campaign types play different roles in that journey
• Accounts for both immediate impact and long-term influence
• Integrates both digital signals and CRM/sales data
• Provides insights for continuous optimization

This approach acknowledges that effective B2B marketing requires multiple touchpoints, with Demand Gen campaigns serving as critical early-stage influencers that set the stage for later conversion-focused activities.

Optimizing Discovery Campaigns for Maximum Impact

Discovery campaigns, a key component of Google’s demand generation advertising suite, offer unique opportunities to reach potential customers when they’re actively exploring new content. These campaigns appear in high-visibility placements across Google Discover, YouTube, and Gmail, reaching users based on their interests and behaviors rather than explicit search queries.

Understanding the Discovery Feed Ecosystem

The Google Discovery feed represents a massive opportunity for B2B advertisers, with over 800 million monthly users actively engaging with content tailored to their interests. Unlike search, where users are seeking specific information, Discovery reaches people in browse mode – open to new ideas and information.

Key Discovery placements include:

• Google Discover feed: The personalized content feed on the Google app and mobile homepage
• YouTube mobile homepage: Prime real estate on the world’s largest video platform
• Gmail Promotions and Social tabs: Native ad units within Google’s email service

What makes these placements powerful for B2B is that they reach prospects during moments of discovery – when they’re receptive to new ideas and information related to their professional interests.

Creative Best Practices for Discovery

Discovery ads are inherently visual, requiring different creative approaches than traditional search advertising:

• Use high-quality, attention-grabbing images: Visuals should be crisp, compelling, and directly relevant to your message
• Focus on benefits over features: Headlines should articulate clear value propositions
• Create a cohesive visual identity: Maintain consistent branding across all creative elements
• Avoid text-heavy images: Let visuals communicate emotionally while text delivers information
• Test multiple creative variations: Provide at least 5 headlines and descriptions for maximum optimization

For B2B marketers, discovery creative should balance professional credibility with emotional engagement. Visuals that showcase real-world applications, human elements, and clear problem-solution scenarios typically outperform abstract concept imagery.

Advanced Optimization Strategies

To maximize the effectiveness of your Discovery campaigns within your broader Google Demand Gen campaigns:

1. Segment audiences strategically: Create separate campaigns for different industry verticals, job functions, or buying stages
2. Leverage custom intent audiences: Target users who have recently searched for relevant industry terms
3. Implement smart bidding: Use Target CPA or Maximize Conversions with tROAS to optimize delivery
4. Refresh creative regularly: Update visuals every 4-6 weeks to prevent ad fatigue
5. Test landing page experiences: Ensure post-click experiences align with the discovery mindset
6. Analyze placement performance: Review which Discovery placements drive the best results for your campaigns

Many B2B advertisers find success by using Discovery as the first touchpoint in a sequential messaging strategy, followed by more detailed information delivered through remarketing and other channels.

Integrating Demand Gen with Your Overall Marketing Strategy

Google Demand Gen campaigns deliver maximum value when they’re thoughtfully integrated with your broader marketing ecosystem. Rather than operating as a standalone channel, they should work in concert with other initiatives to create a seamless customer experience.

Creating a Multi-Channel Demand Generation Approach

Effective B2B demand generation spans multiple channels, with each playing a distinct role:

• Content marketing: Creates valuable resources that demonstrate expertise and address customer challenges
• SEO: Captures organic demand while building content authority
• Email marketing: Nurtures leads with progressive messaging
• Social media: Builds community and facilitates engagement
• Events and webinars: Provides interactive learning opportunities
• Account-based marketing: Delivers targeted messaging to priority accounts
• Google Demand Gen campaigns: Expands reach to new audiences showing relevant interests

The key is ensuring consistent messaging and seamless handoffs between channels. Each touchpoint should build on previous interactions, advancing the prospect’s understanding of your solution and strengthening their connection to your brand.

Aligning Demand Gen with Sales Activities

For B2B organizations, close alignment between marketing and sales is essential. Demand Generation ads create early interest that sales teams must be prepared to nurture:

1. Share campaign messaging with sales: Ensure sales teams understand what prospects have seen
2. Develop follow-up content: Create materials that answer questions raised by ads
3. Establish lead scoring: Define which engagement signals indicate sales-readiness
4. Create feedback loops: Gather sales insights on lead quality to refine targeting
5. Track full-funnel metrics: Measure the journey from initial ad impression to closed deal

This alignment ensures that the interest generated by your campaigns translates into meaningful sales conversations rather than disconnected experiences.

Developing a Content Strategy for Demand Gen

Effective Google Demand Gen campaigns require supporting content that continues the conversation started by your ads:

• Landing pages: Create dedicated pages that maintain visual and messaging continuity with ads
• Ungated thought leadership: Provide immediate value without requiring information exchange
• Progressive content journeys: Develop logical next steps that deepen engagement
• Conversion-focused assets: Offer high-value resources that justify information exchange

The most successful B2B demand generation programs think beyond the initial click, mapping out complete content journeys that guide prospects from initial awareness through consideration and into decision stages. Each piece should answer the natural next question in the prospect’s mind.

Case Studies: Successful B2B Demand Gen Campaigns

Let’s examine how several B2B organizations have successfully implemented Google Demand Gen campaigns to achieve their marketing objectives.

Enterprise Software Company: Reaching New Industry Verticals

A leading enterprise software provider wanted to expand into healthcare, a vertical where they had limited market penetration. They faced the challenge of reaching decision-makers who weren’t actively searching for their solution category.

Strategy:

• Created Demand Generation ads featuring industry-specific use cases and ROI metrics
• Targeted healthcare IT professionals and executives using custom intent audiences
• Developed a sequence of educational content addressing industry-specific compliance challenges
• Implemented view-through conversion tracking to measure full impact

Results:

• Reached 78% of target accounts within the first quarter
• Generated 3.2x more marketing-qualified leads from the healthcare sector
• Reduced cost-per-acquisition by 41% compared to traditional search campaigns
• Shortened average sales cycle by 23% due to earlier engagement

Financial Services Technology: Supporting Account-Based Marketing

A fintech company selling to banks and credit unions implemented Google Demand Gen campaigns to support their ABM strategy targeting 250 priority accounts.

Strategy:

• Used customer match lists to create targeting for specific accounts
• Developed video content featuring industry thought leaders discussing relevant trends
• Implemented sequential messaging showing progressive solution benefits
• Coordinated campaign timing with direct outreach from sales teams

Results:

• Achieved 82% reach across target account list
• Increased engagement with outbound sales efforts by 47%
• Generated 3.5x more meetings with previously unresponsive accounts
• Influenced $4.2M in pipeline opportunities attributable to the campaign

Manufacturing Technology Provider: Educating a Traditional Market

A company offering IoT solutions for manufacturing faced the challenge of educating a traditional industry about new technology possibilities. Many potential customers weren’t aware of what was possible with their solutions.

Strategy:

• Created Discovery campaigns featuring before/after scenarios in manufacturing environments
• Developed a series of mini case studies showing measurable outcomes
• Used custom intent targeting based on research of traditional manufacturing terms
• Built remarketing pools to deliver progressively more technical content

Results:

• Generated 5,200+ whitepaper downloads from manufacturing decision-makers
• Increased webinar registrations by 267% compared to previous campaigns
• Reduced education phase of sales cycle by 38%
• Achieved 22% higher average deal size from campaign-influenced opportunities

Common Success Factors

Across these case studies, several common factors contributed to success with Google Demand Gen campaigns:

• Clear audience definition and thoughtful targeting strategy
• High-quality, industry-specific creative assets
• Well-developed content journeys beyond the initial click
• Integration with other marketing and sales activities
• Measurement approaches that captured both immediate engagement and downstream impact
• Patience in allowing campaigns sufficient time to optimize

These examples demonstrate that while the specific implementation details vary by industry and objective, the core principles of effective demand generation remain consistent.

Future Trends in Google Demand Gen Advertising

As Google Demand Gen campaigns continue to evolve, several emerging trends are shaping the future of B2B digital advertising. Staying ahead of these developments can give marketers a significant competitive advantage.

Enhanced AI Personalization

Google’s AI-powered advertising capabilities are rapidly advancing, with implications for demand generation:

• Predictive intent modeling: Identifying prospects before they’ve shown explicit interest signals
• Dynamic creative personalization: Automatically tailoring messages to individual user contexts
• Multivariate journey optimization: Customizing entire sequences based on engagement patterns
• Conversational AI integration: Connecting ad experiences with interactive AI conversations

These advancements will enable B2B marketers to deliver increasingly relevant experiences at scale, creating the feeling of personalized communication even in one-to-many advertising contexts.

Privacy-Focused Targeting Evolution

As third-party cookies phase out and privacy regulations tighten, demand generation targeting is adapting:

• First-party data activation: Greater emphasis on leveraging owned customer data
• Privacy-preserving APIs: New methods for relevant targeting without individual tracking
• Contextual renaissance: Increased sophistication in content-based targeting
• Consent-based personalization: Creating value exchanges that encourage opt-in

For B2B marketers, these changes highlight the importance of building direct relationships and collecting first-party data through valuable content and experiences. The most successful demand generation programs will balance personalization with privacy respect.

Cross-Platform Integration

Google continues to expand the reach and capabilities of Demand Generation ads across its ecosystem:

• YouTube and Connected TV integration: Expanded video-based demand gen opportunities
• Search and Discovery unification: More seamless experiences across intent states
• B2B-specific capabilities: Features designed for complex sales cycles and multiple stakeholders
• Enhanced measurement across touchpoints: Better attribution across the fragmented journey

These integrations will allow B2B marketers to create more cohesive experiences as prospects move between different Google properties and engagement modes, maintaining consistent messaging while adapting to the context of each platform.

Interactive and Immersive Ad Formats

The future of demand generation moves beyond static images and videos:

• Interactive product demonstrations: Allowing in-ad exploration of features and benefits
• Augmented reality experiences: Visualizing products in real-world contexts
• Shoppable video content: Enabling direct engagement with specific elements
• Mini-app experiences: Providing utility directly within ad units

These formats will be particularly valuable for complex B2B products, allowing prospects to gain deeper understanding without leaving the ad experience – reducing friction in the initial engagement process.

Getting Started with Google Demand Gen Campaigns

Ready to implement Google Demand Gen campaigns for your B2B organization? Here’s a structured approach to ensure you launch effectively and maximize your chances of success.

Pre-Launch Checklist

Before creating your campaigns, ensure you have these foundational elements in place:

1. Clear campaign objectives: Define specific goals beyond general awareness
2. Audience strategy: Identify who you want to reach and why they’d be interested
3. Compelling value proposition: Articulate what makes your offering uniquely valuable
4. Creative assets: Prepare high-quality visuals and messaging that will stand out
5. Post-click experience: Develop landing pages that continue the conversation
6. Measurement framework: Establish how you’ll track both immediate and long-term impact
7. Budget allocation: Determine appropriate spending levels and distribution

Taking time to address these elements before launch will significantly increase your chances of success and provide a clear framework for ongoing optimization.

Building Your Demand Gen Strategy

With foundations in place, develop a comprehensive strategy that addresses:

• Campaign structure: How you’ll organize campaigns for different audiences or objectives
• Targeting approach: Which audience signals you’ll prioritize and combine
• Creative testing plan: How you’ll identify the most effective messaging
• Budget pacing: How spending will be distributed over time
• Optimization schedule: When and how you’ll evaluate and adjust performance
• Integration points: How Demand Gen will connect with other marketing activities

Document this strategy clearly, ensuring all stakeholders understand the approach and expected outcomes. Be sure to set appropriate expectations regarding timeline – Demand Generation ads typically require longer measurement horizons than direct response campaigns.

At COSEOM, we work with B2B companies to develop and implement comprehensive Google Ads strategies that include Google Demand Gen campaigns as part of an integrated approach. Our team specializes in creating data-driven campaigns that generate measurable impact throughout the customer journey. If you’re looking to leverage the power of demand generation in your digital marketing mix, get in touch with our team to discuss how we can help.

Frequently Asked Questions

How do Google Demand Gen campaigns differ from Performance Max?

Google Demand Gen campaigns focus specifically on upper-funnel awareness and interest generation across Google’s properties like YouTube, Discover, and Gmail. Performance Max campaigns cast a wider net across all Google inventory and optimize more directly for conversions. Demand Gen offers more control over visual presentation and works best for creating initial interest, while Performance Max excels at finding conversion opportunities across the entire customer journey.

What types of creative assets do I need for Demand Gen campaigns?

For effective Demand Generation ads, you’ll need multiple high-quality image assets (including landscape, square, and portrait orientations), compelling headlines (at least 5 variations), descriptions that elaborate on your value proposition, and optionally video assets for maximum engagement. Google recommends providing multiple variations of each element to allow the system to optimize delivery based on performance data.

How long does it take to see results from Google Demand Gen campaigns?

Unlike direct-response search advertising, Google Demand Gen campaigns typically require more time to demonstrate their full impact. Expect to see engagement metrics (impressions, clicks, video views) immediately, but allow 4-6 weeks for the algorithm to optimize delivery and 2-3 months to properly assess impact on pipeline and conversions. B2B companies with longer sales cycles should be particularly patient, measuring influenced opportunities rather than just immediate conversions.