[Demand Gen](https://support.google.com/google-ads/answer/13695777) helps you create
demand by leveraging Google's most visual and entertaining surfaces, such as
YouTube, [Discover](https://blog.google/products/search/introducing-google-discover/),
and Gmail. This campaign type is particularly well-suited for social media
advertisers and brands looking to engage potential customers when they are
browsing and discovering content, rather than actively searching. It is designed
to generate demand and drive business results, in part by reducing the
complexity and overhead needed to manage multiple campaign types.

[Demand Gen campaigns](https://developers.google.com/google-ads/api/demand-gen/overview) offer robust
audience controls, including the ability to use Lookalike segments to find new
customers similar to existing ones. They can also utilize Google AI for bidding,
targeting, and creative delivery to maximize performance

Google Ads scripts supports [mutate](https://developers.google.com/google-ads/scripts/docs/concepts/mutate) and
[search](https://developers.google.com/google-ads/scripts/docs/concepts/reports#search_example), which allow
direct access to the Google Ads API and most of its features, including Demand Gen
campaign creation and management workflows. Requests are formatted in JSON and
use the same format as the API's
[REST endpoints](https://developers.google.com/google-ads/api/rest/overview). The concepts presented can be
used for any campaign type supported by the [Google Ads API](https://developers.google.com/google-ads/api/docs/start). Demand Gen
campaigns are not supported through any specialized AdsApp functions.

This guide covers the following topics:

- Campaign creation [using mutates](https://developers.google.com/google-ads/scripts/docs/campaigns/demand-gen/mutate-strategy).
- [Uploading assets](https://developers.google.com/google-ads/scripts/docs/campaigns/demand-gen/assets) to use when creating campaigns
- [Required components](https://developers.google.com/google-ads/scripts/docs/campaigns/demand-gen/required-components) of Demand Gen campaigns
- [Optional components](https://developers.google.com/google-ads/scripts/docs/campaigns/demand-gen/optional-components) of Demand Gen campaigns
- [Reporting](https://developers.google.com/google-ads/scripts/docs/campaigns/demand-gen/reporting) on Demand Gen campaigns