Run Gmail Campaigns in Google Ads [Full Tutorial]

Watch the step-by-step walkthrough below, then follow along with the guide to create a Gmail-only campaign in Google Ads using Demand Gen with full channel targeting control.

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Step by Step

Run Gmail Campaigns in Google Ads [Full Tutorial]

Follow these steps alongside the video to set up and launch your Gmail-only campaign.

1

Login to your Google Ads account

2

Create a new campaign

  • Click the + New campaign button from the Campaigns overview
  • Select your campaign goal (Sales, Leads, or Website traffic work well for Gmail)
3

Select Demand Gen as the campaign type

  • Choose Demand Gen from the campaign type selection screen
  • Demand Gen is the only campaign type in Google Ads that supports Gmail as a standalone channel
4

Under Ad group, open the Channels drop-down menu

  • Once inside your ad group settings, locate the Channels section
  • By default, Demand Gen runs across YouTube, Discover, and Gmail simultaneously
5

Select "Let me choose"

  • Switch from the default All channels to Let me choose
  • This unlocks individual channel checkboxes so you can control where your ads appear
6

Check only Google Mail — uncheck everything else

  • Tick Google Mail and uncheck YouTube and Discover
  • Your campaign will now deliver exclusively in Gmail inboxes
7

Finalise your campaign setup and launch your Gmail-only campaign

  • Complete your budget, bidding, audience, and ad creative setup
  • Review all settings and click Publish campaign to go live

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FAQ

Frequently Asked Questions

Common questions about running Gmail campaigns in Google Ads.

What is a Gmail campaign in Google Ads?

A Gmail campaign delivers ads directly inside users' Gmail inboxes. Ads appear at the top of the Promotions or Social tabs and expand into a full email-like experience when clicked. In Google Ads, Gmail is a channel within the Demand Gen campaign type, alongside YouTube and Google Discover.

Why use Demand Gen to run Gmail campaigns?

Demand Gen replaced the legacy Gmail Ads (formerly Gmail Sponsored Promotions) and Discovery campaign types. It is now the only campaign type in Google Ads that includes Gmail as a delivery channel. By selecting "Let me choose" inside the ad group, you can restrict delivery to Gmail only and treat it as a standalone email-style campaign.

What ad formats work in Gmail campaigns?

Gmail supports image ads and product ads (for e-commerce) within Demand Gen. When a user clicks the collapsed ad in their inbox, it expands into a full-screen Gmail Ad unit — similar to an email — that can include images, a headline, a description, and a call-to-action button linking to your landing page.

How do I target the right audience in a Gmail campaign?

Demand Gen campaigns use Google's audience targeting, including custom audiences (people who searched for specific keywords or visited competitor sites), in-market audiences, affinity audiences, customer match lists, and lookalike segments. For Gmail specifically, customer match (uploading your email list) and competitor keyword custom audiences tend to perform very well.

What budget and bidding strategy should I use for Gmail campaigns?

For Gmail-only campaigns, start with Maximise clicks or Maximise conversions bidding while the campaign gathers data. Gmail tends to have lower CPCs than YouTube or Discover. A daily budget of $10–$30 is sufficient to test performance. Once you have conversion data, switch to Target CPA for more efficient lead generation.

How do I measure the performance of my Gmail campaign?

In Google Ads, navigate to your Demand Gen campaign and check the Segments column — you can break down performance by channel to see Gmail-specific clicks, impressions, and conversions. Key metrics to track are Gmail clicks (ad opens), click-to-open rate, CTR to site, and conversions. Connect your campaign to Google Analytics for deeper funnel reporting.

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