YouTube Campaign Types: Video, Demand Gen, PMax
YouTube ads are bought through Google Ads campaign types, each built for a goal. Video campaigns buy reach and views, Demand Gen buys conversions across YouTube and Google feeds, and Performance Max mixes YouTube with every other Google channel.
Which campaign type should you use?
For awareness, use video reach campaigns. For people watching your message, use video view campaigns. For conversions such as sign-ups and leads, use Demand Gen. Performance Max can include YouTube but decides the channel mix itself. Video action campaigns no longer exist: Google stopped new ones in April 2025 and finished upgrading them to Demand Gen in April 2026 (Google Ads Help on the Demand Gen upgrade).
| Campaign | Goal | Formats and surfaces |
|---|---|---|
| Video reach | Reach and frequency | Bumper, skippable and non-skippable in-stream, Shorts |
| Video views | Engaged views | Skippable in-stream, in-feed, Shorts |
| Demand Gen | Conversions and consideration | YouTube in-stream, in-feed, Shorts; Discover; Gmail; Display |
| Performance Max | Conversions across Google | All Google channels including YouTube |
What is Demand Gen?
Google’s conversion-focused campaign for visual ads. It runs video and image ads on YouTube in-stream, in-feed and Shorts, Discover, Gmail and the Display Network, with channel controls so you can choose where ads appear. Google reports that advertisers using both video and image assets saw more conversions at the same cost than with video alone. Targeting options are in YouTube Ads targeting.
Should B2B use Performance Max for YouTube?
Usually not first. Performance Max chooses the channel mix, which makes it hard to know what YouTube contributed. Start with Demand Gen or video campaigns where you control YouTube spend, then test Performance Max once tracking is strong. The trade-off is covered in Search versus Performance Max.
How should you structure campaigns?
Separate prospecting from retargeting, and awareness from conversion goals, so budgets and results stay readable. Measurement differs by goal; see YouTube Ads measurement.
| Campaign | Type | Audience |
|---|---|---|
| Retarget demo | Demand Gen | Site visitors, trial starters |
| Problem searchers | Demand Gen | Custom segment: routing searches |
| Regional awareness | Video reach | Ontario and US Northeast, logistics topics |
One goal per campaign.
Mixing awareness and conversion goals in one campaign makes the results impossible to read.
How do you choose?
- Write the goal for each campaign.
- Use Demand Gen for leads and sign-ups.
- Use video reach for awareness in a defined market.
- Keep retargeting separate.
- Test Performance Max later, with strong tracking.
Formats are in YouTube ad formats.
Frequently asked questions
What YouTube campaign types are there?
Video reach and video view campaigns, Demand Gen, and Performance Max, which includes YouTube among other channels.
What happened to video action campaigns?
Google upgraded them to Demand Gen, stopping new ones in April 2025 and finishing the upgrade in April 2026.
What is Demand Gen?
A conversion-focused campaign for video and image ads across YouTube, Discover, Gmail and the Display Network.
Should I use Performance Max for YouTube?
Usually after testing Demand Gen, because Performance Max decides the channel mix.
Which campaign is best for B2B leads on YouTube?
Demand Gen, with retargeting and custom segments.
Which campaign is best for awareness?
Video reach campaigns, which optimize for reach and frequency.
Sources & further reading
Ad platforms change quickly. These sources let you check the dated facts directly. Players shown are mock-ups for a fictional advertiser.