Creative is Key

Originally sent out: 15/05/25

T.E.A Break – 035

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We spend in excess of £350,000 a month on behalf of our clients across Google Ads and Meta Ads.

Our team manage many types of paid search and paid social campaigns across lots of home, garden, and lifestyle brands.

I’ve long held the belief that Meta Ads is the more creative of the two platforms, in that it’s a more visual platform, whereas Google Ads is more text-based, it’s search and shopping results.

Most marketers would agree with me on that.

That was until last week when the Evergreen team sat down for a ‘Showcase’, which is something we do once a month.

We get the team together for a shared lunch and someone presents a topic of their choice to upskill everyone else in the room.

Last week, Lu, our Head of Paid Search, along with her team shared insights into Google’s Demand Gencampaign type and it had the wider team amazed.

If you’re using Google Ads, you need to know about this new(ish) campaign type and I’m going to share some of the key updates for you in this week’s T.E.A Break.

If you ask Google what Demand Gen is, it says:

“Google Demand Gen campaigns are a type of Google Ads that focus on reaching potential customers and driving demand before they actively search for a product or service.”

Sounds familiar enough right? We know that’s what Google Ads does and it’s why we all use it.

However, as Lu beautifully put it:

“Unlike search and shopping ads, Demand Gen campaigns aim to engage users across Google’s visual platforms like YouTube, Discover, and Gmail with immersive, visually appealing ads.”

Lu and her team presented all sorts of interesting facts, figures and stats as they are experimenting with this across some of our clients and seeing incredible results.

The simplest way I can explain Demand Gen is this…

Google is going after Meta’s lunch!

Google remains the world’s most popular search engine, most of us use it every single day.

YouTube is the second most popular search engine in the world. Fact!

Here is a little trivia question for you: Do you know what the most Googled word or phrase is? (I’ll give you the answer at the bottom of the email).

Google recognises that Search is evolving.

It’s no longer only about those 10 blue links on the search results page.

Users are far more sophisticated these days and we live in a data-driven world with countless media touchpoints.

If you look at Meta, so Instagram as a great example, as well as the rise of TikTok, the resurgence of Pinterest, etc.

Google needs to continue to evolve and one way it can do that is to get far more creative.

One reason for Lu deciding to present this topic to the team was as a heads up to our creative department that they’d be needing more creative on behalf of our clients moving forward.

Previously, it’s fair to say our creative team would work more closely with the paid social team to produce ads than the paid search team.

That’s about to change.

To work as well as it possibly can, Google Ads is going to need to be fed more and more creative assets.

So, what does this mean for you dear reader…

I’d suggest that more than ever, your business is going to need lots of creative assets.

Creative is key to make your brand stand out these days.

We’re doing some incredible creative work for our clients, it’s a core part of what we do and it’s why we’ve bolstered our creative team with yet another new addition recently.

You can see the Evergreen team on our website.

We are producing the all of these creative assets for our clients every week:

• Video ads (UGC/influencer style ads, brand showcase ads, product-specific ads, etc)
• Brand films to feature on their website and tell their story
• Still graphics and carousels for social ads
• Motion graphics and animated ads
• Product photography (using light boxes, turntables, etc)

We provide our creative suite of services inclusive within our monthly retainers and our clients are leveraging that access to a very talented team.

As a brand or small business, you’re going to need to work out how you can double down on the creative you’re producing to stay ahead of the competition.

If you do your paid media marketing in-house, maybe you’ll need to consider bringing in more creative resource.

If you outsource your paid media marketing to an agency, you may need to lean on them for more creative support.

Either way, as far as my paid media team is concerned, creative is key to success!

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