New Options for Targeting Demand Gen Campaigns – SEM News – #2 December 2025

Demand Gen campaigns now allow advertisers to choose how location targeting is applied. It is possible to target only users who are physically present in a selected location or to additionally include users who show interest in that location. Until now, the option to limit targeting exclusively to users present in a location was available only in other campaign types.

source: Google Ads Panel

What does this mean for you?

The new location targeting option allows Demand Gen campaigns to be targeted more precisely based on user location and intent, without the need to manually exclude entire countries. This simplifies campaign management and provides better control over impression quality and performance. However, location exclusions should still be used when higher targeting precision is required.

Demand Gen campaigns have gained a new channel control option. Google Maps can now be selected as a standalone placement channel. This means ads can be shown in Google Maps either as part of a multi-channel mix or as the only channel within a Demand Gen campaign. Previously, this level of control was not available, making it impossible to intentionally include or exclude Google Maps placements.

What does this mean for you?

The update provides greater control over ad delivery environments and allows campaign strategies to be better aligned with business objectives. The ability to use Google Maps as a separate channel opens up new testing opportunities, especially for local campaigns where location context plays a critical role.