Growth idea action plan
Google Demand Gen product feed ads
Connect a Merchant Center feed to Demand Gen so product ads can run across Google visual surfaces with product-specific creative.
Why this can grow a startup
Demand Gen campaigns are built for visual discovery across Google surfaces. Google documents that Merchant Center product feeds can be used to create product ads, including video-responsive product ad formats for YouTube placements. This lets ecommerce teams reuse catalog data instead of manually producing separate ads for every SKU.
Ian's take
From scaling consumer platforms across MENA and Southeast Asia, my default is to distrust growth work that only looks good in a slide. Paid spend is useful when it sharpens the message. I would use this as a signal test, not a way to hide weak positioning. If the first small budget does not teach us something about the audience, the campaign is too vague. I would run it small enough to learn quickly, then only scale the parts that real users repeat, save, reply to, or buy from. For this tactic, I would watch one clear growth signal before putting more time or budget behind it.
Action plan
- Define one narrow startup segment where google demand gen product feed ads can create a measurable lift.
- Turn the tactic into one offer, page, campaign, or workflow for the Ads and YouTube channel.
- Use the evidence from developers.google.com to set the first version of the message, format, and audience.
- Launch a small test for 7 to 14 days with one success metric: one measurable growth signal.
- Review the result, keep the winning message, remove weak variants, and turn the learning into a repeatable growth playbook.
Source-backed example
Google Ads API Demand Gen product ads — Google documents using a Google Merchant Center product feed to create Demand Gen product ads, including video-responsive product ads for YouTube placements.
Source: Google Ads API Documentation (developers.google.com)
GrowthDex source hub: Google Ads API Documentation
Last checked: May 20, 2026
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Ian Goh has helped grow consumer platforms across Southeast Asia, India, and MENA. His work includes scaling Tiki to 100M+ users, doubling BIGO's MENA revenue in 7 months, and increasing OYO's direct booking share across 6 Southeast Asian markets.
- Helped scale Tiki to 100M+ users.
- Doubled BIGO's MENA revenue in 7 months.
- Raised OYO's direct booking share by 50% across 6 Southeast Asian markets.
Want help turning this into a growth system?
If you want someone to pressure-test this against your real market, Ian works with founders on growth, market entry, and operator-led distribution.
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