What Demander builds on each platform
One adapter per platform compiles the campaign into that platform’s native operations, with budgets in its own unit and the ad account’s currency.
| Platform | Campaigns | Worth knowing |
|---|---|---|
| Google Ads | Search, Performance Max, Demand Gen and YouTube video | Customer Match lists, lookalikes for Demand Gen, call assets, radius targeting from 1 km |
| Microsoft Advertising | Search, and Audience campaigns with LinkedIn profile targeting | Company, industry and job function as targeting on Audience campaigns |
| Meta | Feed and Reels ads on Facebook and Instagram | Instant Forms, call buttons, click-to-message into Messenger, Instagram Direct or WhatsApp |
| Sponsored Content, Conversation Ads and Message Ads | Company lists with job titles, functions and seniority; Lead Gen Forms | |
| TikTok | In-feed campaigns | Your own creatives uploaded with the campaign |
| Feed campaigns | Campaign budget with a cost cap | |
| X | Promoted posts with images or video | Up to four images per post, or one video |
| Sklik | Search and the Seznam content network | Czech targeting only; the account bills in CZK and budgets are converted from your workspace currency |
From a plan line to a running campaign
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Compile
Each line of the media plan (persona, stage, platform) becomes a campaign: targeting, daily budget, the ads and their final URLs. Every URL carries utm_campaign for the campaign and utm_content for the ad, so visits trace back to the exact creative.
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Validate
Before anything is sent, the campaign is checked against the platform’s limits and your setup: ad copy that still reads as machine-written, a destination with no conversion to mark completion, a native form without a privacy policy, a targeted list that has not synced yet.
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Rehearse
In sandbox the campaign runs against a simulated market with its own hidden click and conversion rates, so the optimiser has something to learn from before any money moves. Dry run returns the compiled operations with placeholder ids, so you can read the exact payload.
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Create paused
In live mode the campaign is created paused in your own ad account. Launching is a separate action that waits for your approval by default, and approval runs the hard limits again: kill switch, caps and allowed countries.
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Manage
After launch, budgets, statuses and bids change only through gated actions. Each one stores a snapshot first, so it can be undone.
Forms, calls and conversations on the platform
Each offer has a destination, and a campaign can override it. The destination decides where an ad sends people and which conversion marks the job done.
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01
Lead Gen Forms and Instant Forms
A LinkedIn Lead Gen Form or a Meta Instant Form is created as part of the campaign at publish, or an existing form is attached by id. In live mode new leads are read every 15 minutes, recorded as conversions and forwarded to your lead destinations.
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02
Calls
Meta call buttons and Google call assets for offers where a phone call is the next step.
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03
Click-to-message
Meta ads that open a Messenger, Instagram Direct or WhatsApp conversation. A qualification flow answers inside the platform’s messaging window and hands over to a person on request.
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04
Your own pages
A landing page, a booking calendar, your own form or the Demander-hosted form. Click ids the platforms append are kept, and the campaign check warns when nothing would record the conversion. See conversion tracking.
Audiences, and the accounts that never see an acquisition ad
Account lists sync to three platforms, sending only what changed each hour: company domains to LinkedIn, and SHA-256 hashed e-mails of contacts with explicit marketing consent to Google Customer Match and Meta custom audiences. Lookalikes are seeded from customers and consented contacts on Meta, Google Demand Gen and LinkedIn predictive audiences. People found through prospecting are never uploaded to a contact-matching audience.
Customers and accounts already in sales (a meeting booked, a demo requested, an open opportunity) are excluded from every prospecting, ABM, lookalike, geofence and retargeting campaign where the platform accepts exclusions: LinkedIn, Meta, Google Search, and Demand Gen ad groups that carry a list or geofence audience. On Performance Max, Microsoft, Reddit, TikTok, X and Sklik the campaign shows a warning that exclusions do not apply there. Retention and expansion campaigns target customers on purpose.
Office geofencing
Draw a radius around the offices of the accounts you target. Every geofence is intersected with a people layer (titles, functions, seniority, industries), and a location on its own is blocked.
| Platform | Radius targeting | Without radius |
|---|---|---|
| Google Ads | From 1 km, up to 500 locations per campaign | Not needed |
| Meta | 1 to 80 km, up to 200 locations per ad set | Not needed |
| Microsoft Advertising | 1 to 800 km in whole kilometres | Not needed |
| LinkedIn, X | Unavailable | The office’s city, else the country |
| TikTok, Reddit | Unavailable | The country |
| Sklik | Unavailable | Configured regions, else Czechia |
Offices come from business registries, the company’s own website, Wikidata or your corrections. Sole traders and addresses that look residential are never geocoded, and platforms receive only coordinates and radii. The default radius is 1 km; below the platform’s audience minimum it widens to 3 km before the people layer broadens.
Questions people ask
Do campaigns run in my ad accounts or in Demander’s?
In yours. You connect each ad account with the platform’s own sign-in (Sklik with an API token), and every campaign, ad and audience is created there. If you leave Demander, they stay in your accounts and keep running until you change them.
Can Demander launch a campaign without me?
Not with the default settings. Campaigns are created paused, and launching waits for approval. A workspace at autonomy level 4 (an Enterprise level) can let launches run on their own if you remove them from the list of actions that always need approval. Caps, the kill switch and allowed countries apply either way. See guardrails.
Can I change an ad after it has launched?
The platforms keep the media they fetched at launch, and Demander changes a running campaign’s budget, status and bids, never the live ad itself. An edit to a creative applies to campaigns launched afterwards. To change what is running, save the edit as a new variant and launch it in a new campaign.
Will my customers see acquisition ads?
On LinkedIn, Meta, Google Search and list-based Demand Gen they are excluded automatically, together with accounts in sales. Performance Max, Microsoft, Reddit, TikTok, X and Sklik do not take these exclusions from Demander, and the campaign says so before you launch.