What Demander builds in Google Ads
Three campaign types come out of the plan. Search campaigns get keywords, negative keywords and responsive search ads with 3 to 15 headlines of 30 characters and 2 to 4 descriptions of 90. Demand Gen campaigns carry image ads and, for YouTube placements, video ads. Performance Max gets one asset group with headlines, long headlines, descriptions, images and your logo.
Each campaign is created paused in a single atomic request, so a failed step never leaves half a campaign behind in your account. Launching is a separate action that passes the guardrails gate. Budgets go out in your account currency, which Demander reads when you connect. An offer with a phone destination adds a call asset to Search campaigns.
Objectives and bidding by campaign type
| Campaign type | Objectives Demander runs | Bidding |
|---|---|---|
| Search | Awareness, traffic, engagement, leads, conversions, retargeting | Maximise conversions (with your target CPA when you set one), target impression share for awareness, maximise clicks for traffic, or a Demander-managed max CPC |
| Demand Gen, including YouTube video | Awareness, traffic, engagement, video views, leads, conversions, retargeting | Maximise conversions or maximise clicks; Google offers no manual CPC here |
| Performance Max | Leads, conversions, retargeting | Maximise conversions, with your target CPA when you set one |
Demander-managed bids exist on Search only: a max CPC per ad group in whole billable units. Clearing them restores Maximise conversions. See budget and bidding.
Audiences, retargeting and exclusions
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01
Customer Match through the Data Manager API
Google requires new Customer Match adopters to upload through its Data Manager API, and Demander does. Only SHA-256 hashed e-mails of contacts with explicit marketing consent, who are not suppressed and did not opt out of ad sharing, are sent. Lists sync hourly as a diff.
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Retargeting by stage
Demand Gen campaigns show each stage list (aware, nurture, high intent) the ad for its next step. A list needs about 100 consented people before its campaign can launch; until then it stays a draft and is checked again after every sync.
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Customers left out of acquisition
Customers and accounts already in sales are excluded from Search campaigns as negative user lists, and from Demand Gen ad groups that carry a list or office audience. Performance Max takes no such exclusions, so Demander warns you there.
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04
Lookalikes in Demand Gen
From a Customer Match seed of at least 100 matched customers and consented contacts, Demander creates a lookalike segment (narrow, balanced or broad, per country) that prospecting Demand Gen campaigns target. People found through prospecting are never used as Google seeds.
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Office geofences
Circles of at least 1 km around the offices of target accounts, always combined with a people layer such as keywords, in-market segments or your lists. A location with no people layer is blocked.
Offline conversions from your CRM
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Click ids from consented visits
The tracker stores gclid, gbraid and wbraid only when the visitor gave marketing consent.
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Pipeline events
An account moving into sales (SQL), a new opportunity and a won deal each become a conversion. Opportunities and won deals carry the amount from your CRM.
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Hourly upload
Events go to Google through the Data Manager events endpoint with Google’s per-event consent fields. Hashed e-mails are added only for contacts with consent. Nothing is sent outside live mode, and the first live run back-fills.
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Your own conversion actions
Each stage maps to a conversion action in your account, and conversions you define yourself (a demo booked, a trial started) can join the upload under their own action. More in offline conversions.
Access and approvals
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01
What you do
Sign in with Google and pick the ad account, or your agency’s manager account and then the client. The grant asks for the Google Ads scope and the Data Manager scope, which carries audiences and conversions.
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No developer token of your own
Google sunset developer tokens as its access control on 9 September 2026. Access now belongs to the Google Cloud project behind the OAuth client, so the approvals sit with Demander’s project.
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What Google requires of Demander
A tool serving many advertisers needs Standard access, which Google grants after a manual audit of about 10 business days and checks against its Required Minimum Functionality. The Data Manager scope is a sensitive scope, so the OAuth app also goes through Google’s verification.
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Your account stays yours
Campaigns, audiences and conversion actions live in your Google Ads account. If you stop using Demander they keep running exactly as they are.
Questions people ask
Do I need my own Google Ads developer token?
No. Since 9 September 2026 API access belongs to the Google Cloud project behind Demander’s OAuth client. You sign in with Google and pick the account.
Can Demander work through our agency’s manager account?
Yes. Connect the manager account and pick the client account; Demander sends the manager’s customer id with each call, as Google expects.
Will Demander override Smart Bidding?
Only where you choose to. Campaigns use Google’s bidding by default (Maximise conversions, with your target CPA if you set one). Demander-managed max CPC bids are available on Search, pass the gate and can be undone; Performance Max and Demand Gen always keep Google’s bidding.
Which contacts end up in Customer Match?
Customers and contacts who gave explicit marketing consent, are not suppressed and did not opt out of ad sharing, hashed with SHA-256 before upload. People found through prospecting are never uploaded to Google.
What happens to my Google campaigns if I cancel?
They stay in your Google Ads account and keep running as they are. Demander stops changing them at the end of the period you paid for.