Display or demand gen? Need advice
Hello experts!
I’m looking for some advice on how to restructure our Google Ads setup.
Our Setup & Context:
• Business: B2B equipment, parts, and services.
• Targeting: 12+ countries (currently grouped together, with only a few separate country-based campaigns).
• Search: 15 active Search campaigns focused on different equipment and services, all using Maximize Conversions with daily budgets.
• Display: 24 individual Display campaigns for brand awareness/impressions, with a total budget of $4,000.
The Core Problem:
Because we have 24 separate Display campaigns, the budget is heavily fragmented. Most campaigns only get $4 to $10 a day, which is way too low.
Why we did this: When we tried consolidating everything into one large Display campaign, Google spent all the budget on 2 or 3 "best-performing" ads, leaving the other products/services with zero impressions. We need all of our ads to get impressions, not just a select few.
My Questions:
1. Should we switch from Display to Demand Gen? Would Demand Gen handle asset distribution better across multiple products?
2. How can we ensure all our ads get impressions without Google heavily favoring just a few, and without splitting our budget into 24 tiny micro-budgets?
3. Should we introduce Performance Max (PMax)? Given our B2B nature, is it worth testing PMax or other AI-driven campaigns alongside or instead of our current Maximize Conversions Search campaigns?
Appreciate any insights or restructuring strategies you can share!